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July 6, 2026Marketing Theory

Theorizing the consumerized: CCT beyond Maslow and towards post-anthropocentrism

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Authors

SASøren Askegaard

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Overview

Invited commentary evaluates consumer culture theory, refuting Maslow, and suggests future paths for the discipline.

Key Points

  • The commentary reflects on the development of consumer culture theory and challenges Maslow’s hierarchy of needs.
  • Reflective analysis of consumer culture theorizing.
  • Discuss prior discussions in Marketing Theory.
  • Introduce the concept of 'the consumerized'.
  • Consumer culture theorizing significantly contributes to understanding societal consumer practices.
  • Maslow's hierarchy of needs is challenged and deemed outdated in the context of consumer culture.
  • Suggestions for future exploration include dialogues with political economy, state roles, and ecological frameworks.

Cite This Study

Søren Askegaard (2026) studied this question.

synapsesocial.com/papers/6a4b4641997070ff83b5bae0https://doi.org/10.1177/14705931261460540
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