Academic Source 3: "Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths" by Arsel Zeynep and Craig Thompson and feature in the Journal of Consumer Research

I.               Arsel, Zeynep, and Craig Thompson. "Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths" Journal of Consumer Research 37.5 (2011): 791-806. Web. 2 Apr 2011. <http://www.jstor.org/stable/10.1086/656389 >.  In their article, Arsel Zeynep and Craig Thompson create an identity through an entangled, but oppositional relationship with marketplace myths. Through interviews with consumers, they discover the pervasive hipster “caricature” of independent culture. Consumer awareness, the history of this actor, and strategies consumers use to create a meaningful “indie” identity while suppressing this “trivializing stereotype” become the focus of Zeynep and Thompson’s research (Arsel, and Thompson 798).