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Marketing Theory
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Heaven knows I'm miserable now

Avi Shankar

University of Bath

Julie Whittaker

University of Exeter

James A. Fitchett

University of Leicester

In this article, marketing is considered a tool for performing the economy, a means by which a particular economic and political ideology has been reproduced and disseminated. Despite the early success of this project in improving and progressing the quality of peoples' lives, it is doubtful that this progress can be sustained in the 21st century. Marketing and its technologies are fundamental to sustaining economic growth, yet the provision of more goods and services into the marketplace–the provision of more choice–appears not to deliver on its theoretical promise of making people happier with their lives. The source of this discontent is examined from a psychoanalytical perspective.

Key Words: consumption and misery • marketing theory • neo-classical economic theory • psychoanalysis

Marketing Theory, Vol. 6, No. 4, 485-505 (2006)
DOI: 10.1177/1470593106069933
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