Unpacking the complexities of Nordic consumer culture, this edited collection responds to the growing interest in regionalism within consumer research and marketing. By taking a closer look at the interaction between the state and the market in Nordic countries, the authors examine how consumer behaviour is impacted by the region's unique context. Important elements of Nordic culture are explored, such as its underlying element of mythology and the concept of 'hygge,' an object of global consumption. Those studying consumer behaviour, branding, and marketing more generally, will find this book a fascinating contribution to research.

Explores the concept of 'hygge' as an object of global consumption Fills a gap in literature by analysing the importance of consumption and market behaviour in contemporary Nordic society Comprehensively discusses the main elements of Nordic consumer culture

Autorentext
Søren Askegaard is Professor of Marketing at the University of Southern Denmark, Odense, and a visiting professor at Aalto University, Helsinki, Finland.

Jacob Östberg is Professor of Advertising and PR at Stockholm Business School, Stockholm University, Sweden.

Inhalt
1.Introduction: The Institution and the Imaginary in a Nordic Light; Søren Askegaard and Jacob Östberg .- 2. Democracies of taste Ruled by the Law of Jante? Rudiments of a Nordic Sociology of Consumption; Henri A. Weijo.- 3. Market Wonderland: An Essay about a Statist Individualist Consumer Culture; Sofia Ulver.- 4. Why Can't They Behave? Theorizing Consumer Misbehaviour as Regime Misfit between Neoliberal and Nordic Welfare Models; Diane M. Martin, Frank Lindberg, and J ames Fitchett.- 5. Unacceptable Consumption: Conflicts of Refugee Consumption in a Nordic Welfare State; Maria Hokkinen.- 6. Swedish Dads as a National Treasure: Consumer Culture at the Nexus of the State, Commerce and Consumers; Susanna Molander, Jacob Östberg and Ingeborg Astrid Kleppe.- 7. E xperiencing Nature through Nordic Restrictions and Freedom; Emma Salminen.- 8 . Danish Welfare Exports as 'The New Bacon': Myth and Meaning of the Nordic Welfare Model as Glocal Cultural Commodity; Stine Bjerregaard and Dannie Kjeldgaard.- 9. Dark, Difficult, Depressing: Nordic Crime Novels in the Eyes of the Beholder; Pamela Schultz Nybacka.- 10. Nordic Branding: An Odyssey into the Nordic Myth Market; L ars Pynt Andersen, Dannie Kjeldgaard, Frank Lindberg and Jacob Östberg.- 11. Mythologies of Finnishness in Advertising; Juulia Pietil ä, Jack S. Tillotson and Søren Askegaard.- 1 2. Perspectives on Hygge: The Kolonihave Discourse; Jeppe Linnet and Jonathan Bean.- 13. Nordic Consumer Culture Theory Research: Conversation in a Wine Bar; Benjamin J. Hartmann and E ric j . Arnould.