Breakfast, lunch and dinner at Tiffany’s: Existentialism and consumption in Capote’s novella

Abstract

Existentialism has been used within marketing to enrich understanding of consumer motivations and behaviour. Consumption may be used as a means of existential avoidance or facilitator of existential authenticity. However the overlap, mutual support, limitations and nuances of the relationships between existentialism and consumption are underdeveloped. Drawing on the literary tradition of the philosophy, this think piece explores the themes of existentialism and consumption within Truman Capote’s classic fiction. Breakfast at Tiffany’s provides a succinct, engaging and holistic depiction of existential consumption and demonstrates the value of reading literature in enriching marketing theory.