La France, ses produits et la pensée magique

Éric Fouquier

Revue française de gestion, 2011, vol. N° 218-219, issue 9, 93-105

Abstract: The spirit of consumption is haunted by magical thinking. The present paper shows that ?Made in France? spirit uses two processes that are typical of magical thinking. The mana function calls upon a national genius which would be the core of product manufacturing. The fetish mode gives french goods the role of antibodies against the uncertainties of the hypermodern civilization. The believed spiritual dimension of the France brand opens new leads as for consumption regulation policies.

Date: 2011
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