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How Mainstream Consumers Think about Consumer Rights and Responsibilities

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  • Paul C. Henry

Abstract

This article examines how mainstream consumer thinking is structured in order to form opinions about consumer rights, government regulation, and individual responsibility in the credit card setting. A broader political ideology-one that intertwines consumption practices with a causal narrative of business, society, and state-infuses consumer opinions. The article finds that four sociohistorically shaped political myths compete in this ideological space: individual autonomy, social equality, consumer sovereignty, and corporate dominance. Consumers negotiate tensions between each of these four myths-for example, individual autonomy versus social equality, and consumer sovereignty versus corporate dominance. This ideology triggers moral judgments among consumers about self and others that inform their perceptions of deservedness and apportions degrees of responsibility and blame across consumer, business, and government participants. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Paul C. Henry, 2010. "How Mainstream Consumers Think about Consumer Rights and Responsibilities," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 670-687, December.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:4:p:670-687
    DOI: 10.1086/653657
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    Cited by:

    1. Stephenson, Deborah & Worthington, Steve & Russell-Bennett, Rebekah, 2013. "The financial services cultural orientation matrix," Australasian marketing journal, Elsevier, vol. 21(1), pages 1-9.
    2. Michal Carrington & Andreas Chatzidakis & Helen Goworek & Deirdre Shaw, 2021. "Consumption Ethics: A Review and Analysis of Future Directions for Interdisciplinary Research," Journal of Business Ethics, Springer, vol. 168(2), pages 215-238, January.
    3. Jenna Drenten & Robert L Harrison & Nicholas J Pendarvis, 2023. "More Gamer, Less Girl: Gendered Boundaries, Tokenism, and the Cultural Persistence of Masculine Dominance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 2-24.
    4. Robert Caruana & Sarah Glozer & Giana M. Eckhardt, 2020. "‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets," Journal of Business Ethics, Springer, vol. 166(1), pages 143-158, September.
    5. Eric Arnould & David Crockett & Giana Eckhardt, 2021. "Informing marketing theory through consumer culture theoretics," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 1-8, June.
    6. Swapan Deep Arora, 2024. "Consumer proactive empowerment: A systematic review and taxonomy development," AMS Review, Springer;Academy of Marketing Science, vol. 14(1), pages 104-121, June.
    7. Philipp Bagus & David Howden, 2023. "Consumer rights and banking contracts," Journal of Banking Regulation, Palgrave Macmillan, vol. 24(1), pages 105-114, March.

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