Luedicke, Marius K., Craig J. Thompson and Markus Giesler (2010), "Consumer Identity Work as Moral Protagonism: How Myth and Ideology Animate a Brand-Mediated Moral Conflict," Journal of Consumer Research, 36 (April), 1016-1032.

<p>Consumer researchers have tended to equate consumer moralism with normative condemnations of mainstream consumer culture. Consequently, little research has investigated the multifaceted forms of identity work that consumers can undertake through more diverse ideological forms of consumer moralism. To redress this theoretical gap, we analyze the adversarial consumer narratives through which a brand-mediated moral conflict is enacted. We show that consumers’ moralistic identity work is culturally framed by the myth of the moral protagonist and further illuminate how consumers use this mythic structure to transform their ideological beliefs into dramatic narratives of identity. Our resulting theoretical framework ex- plicates identity-value–enhancing relationships among mythic structure, ideological meanings, and marketplace resources that have not been recognized by prior studies of consumer identity work.</p

Absolute frequencies of ICF categories from the participation domain and relative frequencies across all ICF domains.

<p>Absolute frequencies of ICF categories from the participation domain and relative frequencies across all ICF domains.</p

Absolute frequencies of ICF categories from the body function domain and relative frequencies across all ICF domains.

<p>Absolute frequencies of ICF categories from the body function domain and relative frequencies across all ICF domains.</p

Absolute frequencies of ICF categories from the environmental factors domain and relative frequencies across all ICF domains.

<p>Absolute frequencies of ICF categories from the environmental factors domain and relative frequencies across all ICF domains.</p

Demographic description of young adults with ASD discussed by parents in the focus groups.

<p>Demographic description of young adults with ASD discussed by parents in the focus groups.</p

Enlarged map of fisher (<i>Martes pennanti</i>) project areas for the southern Sierra Nevada population: the Sierra Nevada Adaptive Management Project (SNAMP) and Kings River Fisher Project (KRFP).

<p>Enlarged map of fisher (<i>Martes pennanti</i>) project areas for the southern Sierra Nevada population: the Sierra Nevada Adaptive Management Project (SNAMP) and Kings River Fisher Project (KRFP).</p

One of several nine-pound buckets of anticoagulant rodenticide removed from an illegal northern California marijuana operation within the northwestern California fisher (<i>Martes pennanti</i>) project boundary.

<p>One of several nine-pound buckets of anticoagulant rodenticide removed from an illegal northern California marijuana operation within the northwestern California fisher (<i>Martes pennanti</i>) project boundary.</p

Quantification levels of anticoagulant rodenticides detected in California fishers.

<p>Anticoagulant rodenticides (AR) brodifacoum (BRD), bromodiolone (BRM), difethialone (DIF), chlorophacinone (CHL), diphacinone (DIP), warfarin (WAF) and coumachlor (COM) parts per million (PPM) levels detected in positive fishers (<i>Martes pennanti</i>) in California. Blue diamonds represent AR quantification levels (ppm). Red diamonds represent levels in fishers that died due to AR ingestion.</p

Condition of the undisturbed mortality site in which a fisher (<i>Martes pennanti</i>) mortality due to anticoagulant rodenticide from the southern Sierra Nevada population was found.

<p>Condition of the undisturbed mortality site in which a fisher (<i>Martes pennanti</i>) mortality due to anticoagulant rodenticide from the southern Sierra Nevada population was found.</p

Fisher (<i>Martes pennanti</i>) current range in California and project areas.

<p>Current range (shaded areas) of the two isolated California populations of fishers (<i>Martes pennanti</i>). Areas of fisher projects that generated data for exposure and mortality to anticoagulant rodenticides are outlined within the two isolated populations.</p