Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths
研究揭示，一些消费者并非因市场神话而投入消费场域，而是通过社交和文化资本积累逐渐卷入；他们视神话为对自身审美兴趣的轻视，并采取去神话化实践来保护已获得的场域依赖资本。
Marketplace myths are commonly conceptualized as cultural resources that attract consumers to a consumption activity or brand. This theoretical orientation is prone to overstating the extent to which consumers' identity investments in a field of consumption are motivated by an associated marketplace myth. We provide a theoretical corrective to this tendency by investigating consumers who have become vested in a commercially mythologized consumption field through an incremental process of building social connections and cultural capital. For these consumers, the prevailing marketplace myth is experienced as a trivialization of their aesthetic interests, rather than as a source of identity value. In response, they employ demythologizing practices to insulate their acquired field-dependent social and cultural capital from devaluation. Our findings advance theorizations concerning marketplace myths and consumer identity work and explicate the sociocultural forces that deter consumers from abandoning a consumption field that has become culturally associated with undesirable meanings.