These dualistic viewpoints are often regarded as mutually exclusive; however, this author proposes an \"integrated dualism\" of marketing communication to provide consumers with ways to redeem rhetorical \"tokens\" (Mayhew) that constitute the managerial rhetoric (Sproule) of advertising. \"Integrated dualism\" constitutes an economic as well as ethical response to the multiplicity of the postmodern marketplace.","abstract_html":"This study examines increasing consumer suspicion in light of contemporary marketing praxis. Immanuel Kant's concept of "self-inflicted intellectual immaturity" is traced throughout 20th century marketing literature. A review of the public relations practices of Edward Bernays reveals a close similarity to recent concepts of integrated marketing communication (Schultz). This project contrasts marketing communication approaches grounded in mass psychology with the rational choice model of consumer behavior.</p><p> These dualistic viewpoints are often regarded as mutually exclusive; however, this author proposes an "integrated dualism" of marketing communication to provide consumers with ways to redeem rhetorical "tokens" (Mayhew) that constitute the managerial rhetoric (Sproule) of advertising. "Integrated dualism" constitutes an economic as well as ethical response to the multiplicity of the postmodern marketplace.","abstract_has_math":false,"creators":["Assmus, Daniel Ulf"],"institution":null,"degree_name":"PhD","degree_level":"Worldwide Access","degree_discipline":"Communication and Rhetorical Studies","degree_department":null,"school":null,"contributors":["Pat Arneson","Calvin L. Troup","Ronald C. Arnett"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2008,"date_issued":"2008-01-01T08:00:00Z","date_published":"2008-01-01T08:00:00Z","updated_at":"2026-07-24T02:09:07Z","subjects":["Advertising Effectiveness","Integrated Dualism","Integrated Marketing Communication","Intellectual Immaturity"],"languages":["English"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dsc.duq.edu/etd/15","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Pat Arneson","Calvin L. Troup","Ronald C. Arnett"]},{"key":"dc:creator","label":"Author","values":["Assmus, Daniel Ulf"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2017-05-12T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication and Rhetorical Studies"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Worldwide Access"]},{"key":"thesis:degree_name","label":"Degree Name","values":["PhD"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Advertising Effectiveness","Integrated Dualism","Integrated Marketing Communication","Intellectual Immaturity"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["English"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dsc.duq.edu/etd/15"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study examines increasing consumer suspicion in light of contemporary marketing praxis. Immanuel Kant's concept of \"self-inflicted intellectual immaturity\" is traced throughout 20th century marketing literature. A review of the public relations practices of Edward Bernays reveals a close similarity to recent concepts of integrated marketing communication (Schultz). This project contrasts marketing communication approaches grounded in mass psychology with the rational choice model of consumer behavior.
These dualistic viewpoints are often regarded as mutually exclusive; however, this author proposes an \"integrated dualism\" of marketing communication to provide consumers with ways to redeem rhetorical \"tokens\" (Mayhew) that constitute the managerial rhetoric (Sproule) of advertising. \"Integrated dualism\" constitutes an economic as well as ethical response to the multiplicity of the postmodern marketplace."]},{"key":"dc:title","label":"Title","values":["On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion toward Advertising"]}]}],"canonical_facts":{"dc:contributor":["Pat Arneson","Calvin L. Troup","Ronald C. Arnett"],"dc:creator":["Assmus, Daniel Ulf"],"dc:date.available":["2017-05-12T07:00:00Z"],"dc:description.abstract":["This study examines increasing consumer suspicion in light of contemporary marketing praxis. Immanuel Kant's concept of \"self-inflicted intellectual immaturity\" is traced throughout 20th century marketing literature. A review of the public relations practices of Edward Bernays reveals a close similarity to recent concepts of integrated marketing communication (Schultz). This project contrasts marketing communication approaches grounded in mass psychology with the rational choice model of consumer behavior.
These dualistic viewpoints are often regarded as mutually exclusive; however, this author proposes an \"integrated dualism\" of marketing communication to provide consumers with ways to redeem rhetorical \"tokens\" (Mayhew) that constitute the managerial rhetoric (Sproule) of advertising. \"Integrated dualism\" constitutes an economic as well as ethical response to the multiplicity of the postmodern marketplace."],"dc:identifier":["https://dsc.duq.edu/etd/15"],"dc:language":["English"],"dc:subject":["Advertising Effectiveness","Integrated Dualism","Integrated Marketing Communication","Intellectual Immaturity"],"dc:title":["On the Use and Abuse of Nietzsche for Marketing Communication: Examining Consumer Suspicion toward Advertising"],"thesis:degree_discipline":["Communication and Rhetorical Studies"],"thesis:degree_level":["Worldwide Access"],"thesis:degree_name":["PhD"]},"updated_at":"2026-07-24T02:09:07Z"}