From Postmodernism to Postmodern Consumer. The Impact on the Consumption Theory

In most cases, the research focused on the discussion of Modernism-Postmodernism dichotomy without explicitly bringing to light the impact of this transition on the theory of consumption. Hence, the latter presents the objective of this literature gist overview. Drawing on Firat & Venkatech’s researches and many others, first, we attempt to shed lights on fundamental theoretical issues: What is the postmodern reflection? What are the main characteristics of modernism and postmodernism? The main critics explaining the transition from Modernism to Postmodernism? Second, the discussion moves toward highlighting the conditions and characteristics of the postmodern consumer. In this case, we aim to stress its relationship with the concept of the consumption lived experience. Hence, this literature review translates a progressive and critical theoretical analysis by highlighting the close relationship of the postmodernism with the emergence of the experiential approach.