On Human Commoditization and Resistance: A Model Based Upon Buchenwald Concentration Camp.

This inquiry proposes Kopytoff's notion of commoditization-as-process as an emerging issue in marketing. It documents the transformation of persons from the status of individuals to that of undifferentiated commodities, who are then used for their possessors' purposes. Data are drawn from first-person accounts provided by survivors of Buchenwald concentration camp. A central thesis is that willful acts of consumer behavior are a primary means by which commoditization is resisted and selfhood maintained. The closing section includes a brief discussion of additional applications within the consumer domain.

Main Author: Hirschman, Elizabeth C.
Other Authors: Hill, Ronald Paul.
Language: English
Published: 2000
Online Access: http://ezproxy.villanova.edu/login?url=https://digital.library.villanova.edu/Item/vudl:176834