Not just a mother: embodied and positional aspects of consumer learning from a practice perspective

Consumer socialization is usually associated with young consumers, but transitions that require learning new types of consumption patterns can occur at any point in life. Although the literature on transitional consumers is quite fragmented, an important body of consumer research explores transitional consumers from the perspective of role theory. Nonetheless, role theory has not problematized learning and due to its static nature role theory tends to overlook how consumer learning becomes embodied over time as well as how this learning is affected by experiences from related practices. With a practice theory approach to learning and based on an ethnographic study of mothering through dinner consumption, this paper highlights learning as an embodied experience influenced by the practitioners’ positioning in time and space as well as by multiple sources among which the market has become increasingly important.     

Towards an Understanding of Ethical Behaviour in Small Firms

Allthough small business accounts for over 90% of businesses in U.K. and indeed elsewhere, they remain the largely uncharted area of ethics. There has not been any research based on the perspective of small business owners, to define what echical delemmas they face and how, if at all, they resolve them. This paper explores ethics from the perspective of small business owner, using focus groups and reports on four clearly identifiable themes of ethical delemmas; entrepreneurial activity itself, conflicts of personal values with business needs, social responsibility and the impact of owners' personality on business ethics. The mechanisms for resolving ethical dilemmas is not at all clear, as there appears to be a web of filters which are used in an inter-connected way. However a common starting point for resolving an ethical delemma which involves others is based on identifying who it is (e.g., a friend or institution) and the quality of the relationship with that person. The research yielded a rich source of material on business ethics and it is clear that future researchers must focus on this sector if business ethics is to make significant advances.     

Consumption as a social integration strategy in times of crisis: The case of vulnerable households

In this article, we focus on consumption in a context of economic hardship. From an empirical perspective, and using a qualitative methodology, we show how disadvantaged individuals and households maintain a level of consumption commensurate with the society in which they are integrated through a type of consumption conceived of here as “resilient”. Resilient consumption is characterized by being a type of expenditure oriented towards maintaining the role of consumer, that is, maintaining a minimum level of purchasing power, modifying to this end both the level and the structure of consumption, both of which are key elements in the resilience process. We identify five main strategies used by households that modify and restructure the consumption of basic goods and necessities in response to economic hardship. Key resilient consumption strategies include: reduction (cutting down on spending), substitution (replacement of one difficulty with another), compensation (pseudo‐consumption or reduced usage), transference (meta‐resilience) and integration (reinterpretation of difficulties as opportunities). We conclude that although consumption is a naturally resilient behaviour, in a crisis context, resilient practices focus on maintaining acquisition capacity in spite of reduced income.     

Ostracizing sources avoid communal tastes: Effect of ostracizing behaviour on extraordinary consumption

Although people often exclude others in their daily encounters and social media interactions, no consumer research on ostracism has solely focused on sources of ostracism. We argue that the influence of ostracism on evasive behaviour is worth investigating since the scant academic investigations on sources are limited to their reparation intentions for their harmful behaviour. Three experiments were conducted to examine the influence of ostracizing behaviour (vs. neutral vs. social interaction) on extraordinary consumption in face-to-face and social media contexts. It was uncovered that sources sense dissonant feelings in dissimilar contexts when their behaviour transcends society's normative boundaries and, hence, prefer consumption that does not commonly appear in society as a means to evade this dissonance. The effect was moderated by sources' justification of their behaviour. We initiate consumer research on sources of ostracism and contribute to the marketing practice of introducing extraordinary consumption options by investigating the psychological consequences of ostracizing behaviour.     

Sustainable consumption: consumption,consumers and the commodity discourse

This paper examines the concept of sustainable consumption by focusing on the consumption habits of Irish consumers. The key research findings fit into three broad and interrelated categories. Firstly, whilst recent sustainable consumption literature suggests that new research should focus on the issue of consumption, in and of itself, our study shows that consumers themselves view environmental problems from a supply and not a demand perspective. They focus on issues such as recycling and waste and not consumption itself. Secondly, our study shows that consumers have green opinions about very diverse issues and these are directly related to the individuals' lifestyles. Finally, our research shows that “material green” consumers are buying into a particular image in their consumption practices. This is very much connected to the meanings of their consumption that are derived from the communication value they attach to commodities. As such our study provides support for earlier conceptual research which suggests that in order to encourage less consumption we must use existing commodity discourse to achieve such ends.     

We share; we connect: how shared brand consumption influences relational brand connections

This research examines how married consumers form relational brand connections. Findings from two studies contribute to research on identity‐related brand consumption by showcasing how shared brand consumption and marital satisfaction influence relational brand connections and the perceived importance of the brand to the marital relationship. This research has important theoretical contributions and managerial implications. From a theoretical perspective, the authors show how consumers incorporate brands into their interpersonal relationships through shared brand consumption and that relational brand connections influence brand‐related outcomes, such as brand attitudes, purchase intentions, brand affect, and brand separation distress. From a managerial perspective, the findings highlight the importance of considering relational aspects of brand consumption when designing branding strategy and advertising appeals.     

Coping with multiple identities related to meat consumption

Global meat consumption poses a threat to environmental sustainability and human health. Therefore, moral and health‐related norms connected to eating meat are changing and consumers experience conflicts when choosing between meat and nonmeat options in various situations. To achieve a better understanding of the nature of these conflicts and how consumers cope with them, we study identities related to meat consumption and how they are organized. Identity theories are used as the lens to address the self‐relevance of meat to consumers. Thirteen Danish consumers shared how and why they ate, reduced, or avoided meat in a food‐based photo‐diary and in‐depth interviews, supported by a visualization approach, developed from self‐brand connection methods. Three higher‐order identities (pragmatic idealist, ethical foodie, and healthy hedonist) emerged, governing the consumption, reduction, or avoidance of different meat categories. Identity conflicts between health, moral (e.g., animal welfare), and hedonic concerns were present, but also identity stigma. Coping mechanisms include change of salience and changing patterns of meat consumption. Campaigners promoting a reduction in meat consumption and developers of alternative protein foods can use these insights to target identities and facilitate conflict resolutions. However, more research is needed on how generalizable results are.     

If it is good for the child’s development then I say yes almost every time: how parents relate to their children’s consumption

The article looks into how parents see their children’s consumption. The data material consist of focus group interviews with parents and children living in relatively affluent Scandinavian society. The result shows that parents are not necessarily negative towards their children’s consumption, and in some fields they are willing to spend more than the children expect or want. Parents have two approaches towards their children’s consumption. The child perspective puts the child in the centre with the child’s need for development and protection. The consumer critical discourse dominates and children are seen as vulnerable. In many situations parents will stretch beyond the children’s expectations if they see the consumption as useful. In the parent’s perspective parental skills is exhibited. The parent’s economic status as well as their parental skills and competence are exhibited, and the child’s consumption demonstrates if you are caring and responsible parents.     

Exploring adolescent development skills through Internet usage: a study of French 11–15 year olds

In order to develop a better understanding of teenage consumers, who represent the most highly sought after market segment for researchers and marketing practitioners in France, it is important to explore their competencies as consumers. This ethnographic research explores the consumption skills of teenage consumers using the new technologies. By examining how teenagers particularly in the age group of 11–15 year olds define a competent consumer and how they perceive themselves as competent consumers, we should be able to understand the better consumption behaviours they exhibit, the purchase decision they make and the limitations they feel they must overcome to become fully competent consumers. This study begins by exploring teenage social activities and how they engage with and use digital products as part of their subculture. Broad concepts of competence are then discussed from a psychosociological perspective and a marketing perspective. Next, teenage perceptions of what it means to be a competent consumer are explored and what are the behaviours associated with a competent consumer. Findings of this study showed that teenagers are not mere followers of marketing strategies. They develop consumption skills in relation to their experiences, their peers and media, which are more often linked to their consumption learning. The study importantly suggests that nowadays teenagers are active participants and producers of their cultural consumption processes.     

Shared consumption and its determinants: A systematic literature review and future research agenda

Shared consumption is rapidly evolving as a potential alternative consumption paradigm and hence gaining increased scholarly attention. In the last 5 years, there has been an exponential increase in research focusing on the adoption of shared consumption. There is a pressing need to consolidate and reconcile the resultant insights, which calls for an appropriate review study. Accordingly, this study aims to systematically review the extant literature on the adoption of shared consumption, synthesize the body of knowledge and provide a comprehensive understanding of this emerging consumption mode. Following the SPAR-4-SLR review protocol, this systematic review draws upon the theoretical guidance provided by the theory of consumption values, innovation resistance theory and value-attitude-behaviour hierarchy to synthesize 331 research articles. Bibliometric analysis was employed to reveal the research trend, most prominent journals, authors, articles and countries of research. A thematic analysis was carried out to synthesize the knowledge of the literature corpus. The results suggest that while economic incentives commonly drive individuals to participate in shared consumption, social incentives significantly influence participation in a peer-to-peer setting. Perceived risks (physical, privacy, safety and security) deter participation, while trust plays a vital role in adoption. It has also unveiled some inconclusive relationships in the literature, such as the effect of environmental considerations and materialism on sharing intention. The analysis shows that the providers' perspective has received less attention than the consumers. Further, it is important to empirically validate the findings in domains that transcend the extant industry specificity of studies. The salient observations were structured in an integrated model capturing the drivers and inhibitors of the adoption of the phenomenon. Finally, based on the TCCM framework, pertinent future research directions have been elaborated.     

Managing consumption communities

Companies are increasingly searching for ways to manage consumption communities. However, previous studies on consumption communities suggest that managing them is difficult, if not impossible, because communities are self-directed and consist of equal, autonomous actors. This article addresses this paradox and builds on recent conceptualisations of consumption communities as networks. By building on theory about network management functions, we discuss how companies can actually manage consumption communities without authoritarian and hierarchical control. Using three case studies of heterogeneous consumption communities, a footwear brand, a sports lifestyle community and a tableware and glassware design brand, the article identifies eight consumption community management activities. The article makes a theoretical contribution to the literature on consumption communities by introducing a network management perspective. In addition, it offers valuable practical guidance for managers who wish to manage consumption communities proactively at the strategic level and as an essential part of their customer-related management processes.     

An extension of the benefit segmentation base for the consumption of organic foods: A time perspective

Abstract

Benefit segmentation is a long-standing marketing approach that emphasises the ‘what’ and ‘how’ dimensions of consumer benefits; that is, what benefits consumers perceive in product/service consumption, and how such benefits are perceived. This research proposes a fresh time-based approach to benefit segmentation – namely, focusing on the ‘when’ element or when in time benefits take effect. Drawing upon a survey of UK consumers, it explains and discusses consumption motivations through examining antecedents of temporally dominated benefits in application to organic food. Specifically, the study investigates why some consumers predominantly seek present-based benefits vis-à-vis future-based benefits or vice versa in organic food purchase and consumption behaviour. Using correlation and regression analyses, the research findings establish significant associations of level of involvement, prior knowledge level, and product usage level, and some association of time orientation with the temporally emphasised consumption benefits consumers ultimately pursue. Overall, the research highlights the added contribution of a time perspective in a benefit segmentation approach which can assist marketers in understanding better and communicating more effectively with consumers through drawing up consumer profiles based on when in time their dominantly pursued benefit for an offering is perceived to take effect.     

‘Blame it on marketing’: consumers' views on unsustainable consumption

This paper addresses consumers' attitudes towards consumption, the extent to which excessive consumption is perceived as an environmental problem and what consumers perceive as their personal responsibility vs. that of marketing for this consumption. Findings from a focus group and a survey administered to lecturers of a university in Portugal are reported. A critical reflection upon the findings reveals that participants view consumption as excessive and mostly due to marketing, but do not associate high levels of consumption with environmental damage. The consumers surveyed did not accept personal responsibility for excessive consumption, and many of them do not perceive their actions to have a significant impact on the environment. The high educational level of our sample makes these findings of particular concern. This paper feeds the debate on sustainable marketing and expresses the need to address consumers', as well as marketing's, place in sustainability. Implications of this study are drawn and directions for future research are suggested.     

Has Mumsnet changed me? SNS influence on identity adaptation and consumption

Abstract

This paper seeks to assess how one SNS network may support ongoing processes of identity adaptation and explore the role of consumption references in identity negotiation on the site. Drawing on theories of the liminality of motherhood, and the identity reconstruction processes that emerge in online communities, this paper traces the complexity of identity adaptation on SNS. With focus on SNS as a platform that may enable different phases of liminality, the transition to reincorporation phase is explored, revealing how members may experience support for ongoing identity renewal. Adopting a qualitative approach and direct observation method, posts from 12 extensive mumsnet.com discussion threads were screened and analysed using qualitative content analysis. Findings show how the functionality of this SNS site may facilitate some identity reconstruction.     

Perceived social undermining keeps entrepreneurs up at night and disengaged the next day: The mediating role of sleep quality and the buffering role of trait resilience

Entrepreneurs work in an uncertain, novel, and high-stakes environment. This environment can lead to disagreements and conflicts over how to develop, grow, and run a business venture, thus triggering destructive social interactions. This research sheds light on the role of destructive interpersonal relationships by examining daily perceived social undermining from work partners and how and when this perceived undermining affects entrepreneurs' work engagement. Building on a resource-based self-regulation perspective, we develop a theoretical model of the self-regulation impairment process whereby an entrepreneur's perceived social undermining disrupts sleep quality at night, which dampens work engagement the next day. We further theorize trait resilience as a self-regulation capacity that buffers this impairment process. We test the model in a study based on daily surveys over 10 workdays from 77 entrepreneurs. The results largely support our hypotheses and further indicate that trait resilience is more crucial for less experienced entrepreneurs. Our study contributes to research on how entrepreneurs' interpersonal relationships—particularly destructive ones—affect entrepreneurial well-being.     

Determinants of how individuals choose,eat and waste: Providing common ground to enhance sustainable food consumption out‐of‐home

The transformation of food consumption in wealthy economies is regarded as an essential measure to reach global sustainability goals. However, existing policies and research activities to change food consumption in the increasingly relevant out‐of‐home sector relate to a wide set of options on how to influence behaviours and may be criticized to lack a general focus. Against this background, our study provides a structured review of the existing research body on the determinants of individuals’ food choices and food consumption out‐of‐home. It structures the various research approaches and findings for 110 selected papers according to a general ecological framework where personal, social and environmental determinants for food behaviours are considered. By providing a collective overview and linking results for different behavioural aspects and settings, this study supports a more general understanding of consumer food behaviour in out‐of‐home settings. Consequently, it also provides a means to identify research gaps and to suggest relevant aspects for future research to draw from the combination of findings and to enhance sustainability in food consumption.     

A State-of-the-Art Analysis of Food Consumption Studies

Abstract

A review of empirical food consumption studies is offered in this paper. A large number of recent food consumption studies from the areas of food and nutritional science, psychology, social psychology, sociology, anthropology, and consumer research are brought together. Twelve research themes are identified from the literature review and key findings and their implications are discussed. A heuristic and evaluative classification is developed to get a systematic understanding of the research issues covered by current food consumption research. A few suggestions for future food consumption research are mentioned on the basis of research gaps identified by the classification. To conclude, the theoretical prospects of studying food-related value conflicts and cross-cultural differences in emotional eating are spelled out in detail.     

Collaborative apparel consumption in the digital sharing economy: An agenda for academic inquiry

While apparel businesses leveraging the sharing economy have begun to emerge in recent years, academic research on “sharing” consumption for apparel is extremely limited. To fill this research gap, the researchers analyze current literature to present a conceptual framework that offers a durable theoretical foundation about the concept of collaborative consumption for apparel. Using a metatheory approach, the researchers develop a framework that explores how two major Internet‐supported collaborative consumption modes (utility‐based nonownership and redistributed ownership) manifest in an apparel context. Next, the researchers explore the implications of each consumption mode to understand the consumer's relationship with the product, peers, and businesses involved in these sharing schemes. A series of research propositions are also developed to stimulate discussion and future research about collaborative apparel consumption.     

The Influences of Portion Size,Context and Package Characteristics on Snack Food Consumption: Evidence from a U.S. Rolling Cross-Sectional Survey

Using a rolling cross-sectional sample of over 40,000 U.S. snack food consumers during 2004–2010, we build a three-dimensional model to study how portion sizes, consumption context, and package characteristics jointly affect the amount of food consumed. As with prior research, we find that consumption does increase with larger portions. However, this effect diminishes significantly when accounting for the consumption context and packaging characteristics as consumption drivers. Most important is how the snack is presented to consumers at the point of consumption (type, size, and quantity of packages). We also find that snacking on impulse, alone, with a beverage, or while watching television increases the amount consumed, whereas socializing or snacking at home decrease consumption. We test our model over seven snack types (potato chips, crackers, cheese puffs, nuts and seeds, tortilla chips, pretzels, popcorn), and find that our results hold even for products with different cross-category granularity, palatability, and satiety.