Abstract
Current understandings about coping have been shaped by a neo-liberal economic philosophy. This article examines the symbolic side of this outlook and considers the ways in which market imagery reinforces coping as a model of global integration. This philosophy, however, has been documented to threaten well-being. Moreover, within various philosophical fields, the assumptions that guide market imagery have lost credibility. This shift in thinking is examined and calls for a rethinking of market-based coping.