ABSTRACT
It has been just over a decade since Arnould and Thompson published their article that christened a prominent stream of consumer research with the moniker consumer culture theory (CCT). In three decades CCT has become an influential and highly present movement in the consumer research field. The highly visible scholars leading the CCT movement draw a significant number of doctoral students who wish to work in this genre. Key journals in the fields of consumer research and marketing have representatives of CCT in their editorial teams and boards. These are all indications that in a very short time the CCT movement has gathered much momentum and has become very successful. This chapter presents the key points of the critique of the movement including our own critique, and finally suggest some avenues for a meaningful renewal of CCT to engage the passion and commitment of researchers and students for advancing the understanding of and ameliorating the human condition.
