In this dissertation, I address the ways in which food manufacturers can exploit the often vague and ambiguous nature of FDA policies concerning language and images used on food labels. Employing qualitative analysis methods (Strauss, 1987; Denzin and Lincoln, 2003; Mackey and Gass, 2005) that drew upon critical discourse analysis (Fairclough,…

Consumer emotions are rarely examined from a phenomenological perspective, with few exceptions. Moreover, consumer pride is overlooked as an influence on the marketplace practices of consumers. In spite of the lack of theoretical development on consumer pride, it clearly drives consumption: take, for instance, consumers who use goods to…