The 21st Century Consumer: A New Model of Thinking

Wendy Gordon and Virginia Valentine

Rethinks what is meant by a `consumer', which means different things to different people (often making communication difficult).

The 21st Century Consumer

a new model of thinking

Virginia Valentine  Semiotic SolutionsWendy Gordon The Fourth Room

INTRODUCTION

This paper is born out of a feeling that something is not right with the way the word consumer is used nowadays. This word must surely be one of the most frequently used in the lexicon of advertising marketing and research language. Yet it has not been subjected to the huge attention or to the rigour of analysis as has the word brand.

There has been very little thinking about the concept of the consumer since the dawn...

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