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Front Cover -- Consumer Culture Theory -- Copyright page -- Contents -- List of Contributors -- Introduction -- Petals on a Wet, Black Brand: The Place of Poetry in Consumer Culture Theory -- Notes -- Exploring Fantasy in Consumer Experiences -- Fantasy in Consumer Research -- Fantasy and Imagination -- Blurring of Fantasy and Reality -- Performance Theory -- Ethnography of Live-Action Role Play -- The LARP Performance -- Discussion -- Conclusions -- References -- Narcissism and the Consuming Self: An Exploration of Consumer Identity Projects and Narcissistic Tendencies -- Consumer Identity Projects, Narcissism and Consumption -- Methodology -- Findings -- Sampling -- Interviews -- High-NPI Participants -- Low-NPI Participants -- Discussion -- Liquidity -- The Other-Directed Self -- Conformity -- The Commodification of Self -- Conclusion -- References -- Appendix: Narcissistic Personality Inventory -- Revisiting (Not So) Commonplace Ideas about the Body: Topia, Utopia and Heterotopia in the World of Tattooing -- Places in Consumption -- Real, Other, and Imaginary Places -- The Body as a Topia and a Utopia -- Tattoos Parlors as Evolving Heterotopic Spaces -- Research Method -- The Evolution of Tattoo Shops: Toward a Normalization of “Other Spaces”? -- From the Opening Up of Places to Gender Mixing: The Entry of the Female Body in the Professional Body of Tattooing -- Female Accompaniment to Utopias of the Body -- Discussion and Conclusion -- Acknowledgments -- References -- Situating Men within Local Terrain: A Sociological Perspective on Consumption Practices -- Research Context -- Research Approach -- Findings: The Townland Lads -- Findings: The GAA Fellas -- Further Nuances and Complexities -- Contribution -- Notes -- References -- Considering the Human Properties of the Non-Humans: An Analysis of Pragmatogony in Dispossession Stories -- Pragmatogony -- Studying Pragmatogonies in Dispossession -- The Human Properties of the Non-Humans -- Genealogy -- Physical Changes -- Aging -- Accidents -- Citizenship -- Civic Responsibility -- Environmental Preservation -- Contribution and Future Research -- Acknowledgment -- References -- Hold the Line! Exploring the Brand Community Coping Process -- Theoretical Background -- Context and Method -- Findings -- Making the Problem Communal -- Exploring the Problem’s Meaning -- Co-Creating Responses -- Discussion -- References -- Consuming Austerity: Visual Representations -- Introduction -- Method -- Consuming Austerity – Visual Representations -- Ghost Estates -- Failed Commercial Property Developments -- Failed Businesses -- Art and Communications -- Discussion and Conclusions -- References -- Money Talks: Reproducing Deprivation and Empowerment in Poverty through Discursive Practices -- Introduction -- Poverty and the Struggle between Deprivation and Empowerment -- Money as a Cultural Construct -- Applying the Discursive Practice Approach -- Data and Analysis -- Moneyless is Powerless -- Capricious Money -- Wrestling with Money -- Happiness Cannot be Bought with Money -- Discussion and Conclusions -- References -- Mapping the Real and the False: Globalization and the Brand in Contemporary China -- The Brand in China -- Foreign Brands in the Chinese Market -- Channels of Distribution and Sale -- Globalization and the Chinese Market -- Chinese Categories of Real and Fake -- Conclusion -- Notes -- References -- Adapting Ethnography: An Example of Emerging Relationships, Building Trust, and Exploring Complex Consumer Landscapes -- Literature -- The Case Study: The Practice of Adaptation -- The Background -- Importance of Purposive Samples and Value of Researcher’s Prior Experience -- Starting with In-Depth Interviews and Participant Observation -- Integrating Informal Sessions -- Using Facebook to Interact, Interview and Observe -- Use of Performative Elicitation Techniques -- Overcoming Ethical Implications -- Conclusion -- Acknowledgements -- References -- Online Reception Analysis: Big Data in Qualitative Marketing Research -- Introduction -- Online Consumption Culture – Social Space or Media Space -- Online Social Media as Mediated Space -- Data -- Theory Building -- Online Reception Analysis by Way of Big Data -- Cybermetrics -- Metrics of the “It’s Halftime in America” Campaign -- Discourse Analysis -- Discourses of Recession -- Discussion -- Conclusion -- References -- Appendix: The Intertextual Relationship of the Ads -- North and South: Special Sessions on Regional Perspectives -- Nordic Consumer Culture: Context and Concept -- Introduction -- Regions as a Means of Theorizing in CCT -- Nordic Cool: Market Emergence and the Welfare State -- Same Same but Different: Gender Ideological Tensions between Denmark and Sweden -- Consuming the Nordic Utopia in the Myth Market of Sustainable Capitalisms -- Nordic Noir and Nordic Cool in Popular Culture -- Method and Findings -- Discussion -- References -- The Branded and Gendered Brazilian Body: Material and Symbolic Constructions in an Overlooked Context -- Introduction -- Leveraging Local Luxury Brands through Understanding Colonial Discourses on Beauty, Body and Gender in Brazil -- Consumed Bodies: Revelations from the Gay Consumer Culture in Rio De Janeiro -- Plastic Fantastic: Material Interaction and the Plasticization of the Brazilian Body -- References -- .