King or Prawn? The Role of the Australian Beer Drinker
Journal of Research for Consumers
Business and Public Management
Marketing, Tourism and Leisure
This analysis of Australian beer consumption provides support for the Consumer as Pawn perspective. This perspective provides an interpretation of the consumer as a culturally-programmed individual who exists in a constant state of balancing competing demands. From this orientation, the consumer is viewed not as a utility-maximising entity, but as an individual who can be anxious and insecure. This perspective is not intended to replace existing conceptions of consumers, but instead to provide an alternative interpretation that may be relevant to certain consumers and to the consumption of certain products, especially those possessing high levels of cultural significance.