It was very disturbing to hear 'smells like teen spirit' used as the downtrodden's mass introductory slavery chant belted out & off-key in the new commercial film, PAN. How something(that song) so primal could be used(whored) in such a perverse and consumer-laden manner is so upsetting. But, I guess that was the point of the rise and fall of that band Nirvana to begin with - an angry experiment of consumer mockery gone sadly haywire. A thrusted and angry boomerang that inevitable turned on itself.
Department of Marketing, The University of ArizonaJournal of Consumer Psychology
Consumers are often confronted with value-laden decisions that challenge their principles and beliefs. For example, many consumers with strong social responsibility principles consider the effects of general corporate behavior (e.g., political views, environmental disasters) and of the product's manufacture, consumption, or disposal (e.g., animal testing, environmental harm) on society's overall well-being. Because these product dimensions do not fit easily into traditional decision theories, a new conceptual framework that incorporates and emphasizes the consumer's enduring principles and values is explored in this study. The results indicate that image theory (Beach & Mitchell, 1987) provides a useful structure for describing the decision process in a value-laden decision context. This study also expands our understanding of image theory by examining all 3 images (values, goals, and strategies) simultaneously in the same decision context for the first time.
Consumer Decision Making and Image Theory: Understanding Value-Laden Decisions - ResearchGate.