Personal interviews in cultural consumer research – post‐structuralist challenges

This paper takes a post‐structuralist perspective on consumer research and discusses the role of personal interviews in cultural analysis. It problematizes the use of the phenomenological interview in cultural consumer research, arguing that the underlying research paradigm, existential‐phenomenology, is not necessarily adequate for cultural analysis because it focuses attention primarily on the individual and the first‐person experience. Such a paradigmatic perspective is problematic because it tends to sustain a view of human agency that is highly individualistic and thus fails to account for the cultural complexity of social action. Overall, the paper contributes to the further development of the post‐structuralist approaches to postmodern marketing thought. Post‐structuralist ideas and assumptions challenge the central principles of modern marketing and consumer research in many ways and it is the aim of the paper to contribute to a better understanding of the methodological implications that they entail.     

Why buy new when one can share? Exploring collaborative consumption motivations for consumer goods

The notion of collaborative consumption or sharing economy—where consumers share access to ownership of properties such as cars, clothes and accommodations—has gained tremendous popularity in recent years. Development of communication technologies and peer‐to‐peer communities has enabled consumers to coordinate sharing activities through various online platforms. Collaborative consumption involves sharing of both intangible (e.g., music, space and car rides) and tangible assets (e.g., household items, clothes and furniture). Activities such as renting, swapping, trading and purchasing/selling used consumer goods are included in the latter. Despite increasing academic attention on collaborative consumption, little research has been pursued in the context of consumer goods. The nature of consumption for tangible goods can be entirely different from that of intangible goods because people can exercise greater control over tangible goods, which results in greater psychological ownership than that for intangible goods. To address this gap, the objective of this study is to develop a scale that examines consumer motivations for collaborative consumption of consumer goods. Following Churchill's paradigm of scale development, the procedures of scale item generation, purification and validation were conducted via in‐depth interviews, literature review and surveys. The study identified five underlying dimensions of collaborative consumption of consumer goods: concern‐for‐sustainability, social, variety‐seeking, fun and cost‐saving. Study findings and implications are discussed, and future research avenues are suggested.     

Gendered consumer competences in households with one vs. two adults1

Consumption is gendered. Some markets can be described as female‐dominated, while others can be described as male‐dominated consumer areas. The departure of this article is observed gender differences in consumer competences, measured by men and women's self‐reported efforts to stay informed on different markets. Three central gender research hypotheses are applied to investigate the observed gender differences in consumer competences. Nowadays, modern consumer markets are characterized by abundance, complexity and rapid changes, making it hardly possible for any consumer to master all markets he or she operates in. Because very much of the consumption takes place within the households, it should be convenient to live in a household with two adult persons who can share responsibilities and stay informed on the different segments of the markets. However, many households consist of only one adult person. Our main concern has been to investigate whether the observed gender differences in consumer competences could be explained by the specializing hypothesis, i.e. that the gendered pattern relies on a gendered division of consumer competences within couple households; in other words, that gender differences in consumer competences among single‐person households should be absent, or significantly lower, than among couple households. In case we would not find support for the specializing hypothesis, two other probable explanations are also put forward: the traditional gender difference hypothesis and the selection hypothesis. These three hypotheses are tested in a data material based on 2000 telephone interviews from the SIFO survey, collected in 2007.     

Why Do We Read On‐Pack Nutrition Information so Differently? A Typology of Reading Heuristics Based on Food Consumption Goals

While prior research has extensively studied nutrition labeling use and consumer errors of judgment in the nutrition evaluation process, less attention has been paid to the consumer motivations that simplify the reading of on‐pack nutrition information. To address this gap, this study examines how food consumption goals affect consumer reading of this information. On the basis of a qualitative study, eight food consumption goals have been identified and classified into four types of motivations which impact reading behaviors: “Food Optimization,” “Food Regulation,” “Food Gratification,” and “Food as Mere Necessity.” From this typology, we derive eight on‐pack nutrition information reading heuristics as well as specific inference biases resulting from these simplifying reading strategies. This research also provides guidelines for policymakers so that nutritional messages given to consumers will be more targeted in order to promote better reading of on‐pack nutrition information at the point of sales.     

From caterpillar to butterfly: experiencing spirituality via body transformation

ABSTRACT

Consumers increasingly seek out the spiritual to enlighten their inner emptiness and find their inner selves. We add a physiological, embodied perspective, which has been commonly overlooked in extant research as a valuable opportunity for individual consumer spirituality. Interpretative investigation of body-transforming consumers uncovers a powerful reincarnation process that eventually leads to the self-renewal and reunion of body and mind. We find that the consumption of body-transforming substances initiates a mindful, spiritual consumer journey allowing consumers to actively develop and experience their inner spirituality through recurring cycles of reduction, reflection and release. These findings allow us to develop implications for a broader understanding of consumer spirituality where the active consumer seeks unity in the self and beyond.     

Consumption,identity and space‐time

Offering an affirmative reading of work suggesting a strong association between postmodern society and consumer society, this paper provides an account of consumption and identity through an initial consideration of modern and postmodern conceptions of space‐time. Rather than addressing the detail of various critiques of work promulgating a strong association between the postmodern and consumerism; and rather than considering directly the degree of overlap or synonymy of the two terms; the paper works with an understanding of the modern /postmodern distinction that allows the problem (or, rather, aporia) of identity, and its increasingly important relation to consumption, to be brought to the fore. The connections between modernity, postmodernity, space‐time, identity and consumption are shown to possess a strong theoretical coherence‐recognition of which is extremely limited in those critiques expressing incredulity with respect to the association of consumerism and postmodernity, to which this paper obliquely responds.     

Pet‐related consumption as a consumer identity constructor

The objective of this paper was to analyse how pet‐related consumption can be connected to consumer identity construction. This objective is based on the idea that consumers use symbolic meanings from possessions to construct and communicate their identities. Objects of attachment have especially been found to be closely connected to the formation of consumer identity. Furthermore, it is often assumed that consumers struggle to maintain a true sense of self or personal identity while retaining a feeling of belonging and social identity. This may be portrayed through layers of identity, which are composed of personal identity, social identity and other people. Empirical research was conducted using focus groups to create individual collages. The findings indicated that pet‐related consumption was used in the following six ways to construct consumer identity: ‘character developer’, ‘source of well‐being’, ‘means to connect’, ‘status communicator’, ‘object of devotion’ and ‘intermediary’, all of which found their places in the layers of identity. Each of these ways of using pet‐related consumption was paired with one other so that the extremes formulated three dimensions in a consumers' identity construction: the personal dimension, the social dimension and the dimension of emotional attachment. In conclusion, it was proposed that consumer identity construction illustrated via pet‐related consumption as created within both social interactions with meaningful others and those three dimensions is multi‐levelled and multifaceted. The paper invites future research to study both identity construction and emotional attachment, being such multifarious phenomena, and to explore the dynamic interactions that may exist.     

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.     

Mapping the consumer‐subject in advertising

Traditionally marketing communication‐or more specifically advertising‐has been framed in terms of products/ services, needs and wants of consumers as if these were real givens, existing independently of the forms and acts of marketing communication itself. From this perspective, advertising is merely seen as a purveyor of information about products/services/needs between producers and consumers but hardly as actively implicated in shaping, not only the relation between the processes of production and those of consumption, but also the conception of the consumer‐subject. This paper makes a brief diachronic account of advertising with a view to highlighting how the consumer‐subject is represented. Whereas early advertising conceives of the consumer‐subject as a “rational” decision‐maker, aware of its needs and desire, more recent advertising constitutes the consumer‐subject in a hyperreal, dream‐like world, which seduces and spellbinds it.     

Pre‐schoolers,parents and supermarkets: co‐shopping as a social practice

The objective of this paper was to examine the co‐shopping practices of children and parents in supermarkets, i.e. the practical enactment of grocery shopping. Our special focus is on how informal consumer training occurs during parent–child interaction. We use observational data collected in spring 2008 in different Estonian supermarkets, post‐shopping interviews with parents and focus group interviews with their children. Our analysis is informed by practice theory, which helps to look in detail at how the activities in a particular situation are coordinated by understandings and procedures, and are guided by the engagement in a particular shopping trip. Co‐shopping interactions mostly revolve around particular material objects, although not exclusively. Product choice is a deeply contested area, where both parents and children face numerous pressures in this situation of two‐way socialization. There are implications for consumer education more broadly. To accomplish lasting and meaningful effects on the everyday lives of families, there has to be a wider range of actors – supermarkets, producers, governmental bodies, schools and families – who care about both formal and informal consumer education.     

Bridging boundaries in consumption,markets, and culture

ABSTRACT

This article introduces a special issue of Consumption Markets & Culture on “Bridging Boundaries in Consumption, Markets and Culture” presenting research by scholars based around the globe. Together, their work examines ways in which the dynamic relations between consumer actions, the marketplace, and cultural meanings bridge boundaries in consumption, markets, and culture. All of the studies rigorously showcase new ways of addressing enduring problems, demonstrating the rich analyzes that emerge when researchers dare to bridge boundaries between multiple perspectives in theory building.     

Consumer anticipation: antecedents,processes and outcomes

ABSTRACT

Marketing managers use anticipation as a marketing tool, particularly for new or improved products, services or experiences. Academic interest in consumer anticipation has focused on its outcomes, especially effects on the forthcoming substantive consumption. However, inadequate attention has been given to consumer anticipation as a complex process per se. A systematic review of the literature arrives at a conceptual definition which sees consumer anticipation as a mental process by which consumers consider the physical, experiential, social, emotional or behavioural consumption outcomes that are expected to accrue to the self from a yet to be realised consumption decision or experience. Antecedents of consumer anticipation, its underlying mental processes and consequences are identified and discussed. Frameworks for operationalising consumer anticipation in practical contexts are discussed.     

Practising gender: The role of banter in young men’s improvisations of masculine consumer identities

Abstract

Although consumer researchers have explored the social, cultural and consumption-related tensions involved in being and becoming masculine, prior research has tended to focus on individual men’s experiences. This paper reviews literature in this area together with theories of gender as performed, performative and social practice. Our ethnographic study of male friendship groups in central Scotland explores the gender processes involved in improvising their masculine consumer identities within and across various social settings and interactions. In particular, through consumption-related banter, they played for and played with their ideas of masculinity, thereby engaging in the practising of gender. The boundaries between ‘safe’ and ‘danger’ zones of consumption varied across social groups and contexts, highlighting the complexity and contingency of contemporary masculinities.     

Consuming postcolonial shopping malls

Abstract

Through a naturalistic inquiry, we interpret shopping malls in India as post-colonial sites in which young consumers deploy the West in an attempt to transform their Third World identities. Shopping malls in former colonies represent a post-colonial hybridity that offers consumers the illusion of being Western, modern, and developed. Moreover, consumption of post-colonial retail arenas is characterised as a masquerade through which young consumers attempt to disguise or temporarily transcend their Third World realities. This interpretation helps us to offer insights into transitioning retail servicescapes of the Third World, which in turn helps to improve extant understanding of consumer identity and global consumer culture.     

Placing snacks in children's movies: cognitive,evaluative, and conative effects of product placements with character product interaction

ABSTRACT

Type of placement integration has been shown to influence placement effects in adults. However, no studies have explored the role of character product interaction (CPI) for product placement effects on children. We also lack knowledge about the moderating role of age in this context. We therefore exposed N = 363 children aged 6–15 years to a movie containing no placement, a static placement, or a CPI placement. The presence of placements affected cognitive and conative brand outcomes. However, children's product memory and consumption were higher for CPI placements compared to static placements. As a relevant implication for product placement research, we found that brand outcomes were independent of the children's ages and prior movie familiarity. This suggests that children's developmental stage concerning age does not mitigate product placement effects. Implications for educators and consumer advocates are discussed.     

Comments on “time of consumption and the time of consumption: Consumer society and the ‘end’ of history”

The essay expounds upon the “problem” of time and its relation to history within the context of consumer culture. Beginning with the premise that consumer culture can be regarded as both the time of image consumption and the image of time consumption (from Debord 1983), the author goes on at length to discuss the concept of time in its three dimensions and then to relate briefly, the implications for the study of history. What follows is a short summary of the author's argument and then a reaction to it based on the idea of liberation.     

Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Less” Appeals in Product and Institutional Advertising Contexts

This research compares consumer response to traditional green advertising appeals to that of less conventional, “green demarketing” (GD) appeals—messages by for-profit companies encouraging reduced category consumption for the sake of the environment. Rather than encouraging greener consumption, modern environmentalism calls for decreased consumption overall, a trend reflected in recent advertising campaigns (e.g., Patagonia's “Don't Buy This Jacket”). Despite its potential impact and unconventionality, research on GD in general is sparse, and no empirical research has examined consumer response to GD appeals relative to traditional green appeals. In three experiments, we find that, in the context of product advertising, consumers' attitudes for green ads are more favorable than those for GD ads, mediated by greater inferences of genuine environmental concern. However, we find the reverse pattern in the context of institutional ads. Further, an “anti-consumption amplifier” message embedded in the ad—espousing the potential harm of overconsumption—further boosts favorable consumer attitudes for the GD institutional ad relative to its traditional green counterpart. Importantly, we assess all effects while controlling for consumers' individual levels of green consumerism, such that implications may be applied more generally rather than to a specific segment of green consumers.     

How does religion discipline the consumer subject? Negotiating the paradoxical tension between consumer desire and the social order

ABSTRACT

In this article, we revisit Russell Belk, Guliz Ger and Soren Askegaard’s study on consumer desire. We do so in an effort to further advance the extant understanding of desire in consumer research. Specifically, informed by Lacanian psychoanalytic thought and sharing much affinity with Foucault’s central argument in The History of Sexuality, we consider how the institution of religion functions as a disciplining force by which to mediate the (potential) conflict between human desire and the social order. For the purposes of this article, we focus our analytical gaze on how consumption practices have the disciplinary effect of regulating desire. That is to say, we illuminate how religion (and religious ideology) dictates certain consumption practices, which ultimately perform to ensure that the pursuit of desire does not contravene the pre-existing social order that structures society and organises social relating. To animate our theoretical claims, we draw on a qualitative study of the Tablighi Jamaat, an Islamic sub-culture originating in South Asia. This article builds on extant sociological and anthropological studies that have captured the nexus between religion and the workings of the marketplace. However, unlike past studies, the question posited at the crux of this article concerns desire and, particularly, how desire becomes subjected to the discourses pertaining to religiously prescribed consumption practices.     

In-store Marketing as a Mode of Discipline

Although the idea of the self-governing consumer has been widely disputed, modern shopping spaces and supermarkets are considered as the key arenas of the sovereign and empowered consumer. Yet, purchasing patterns, which seem predictable over time, can be explained as resulting from consumer routines and habits. Inspired by Foucault’s general thesis that the emergence of individual freedom coincides with new techniques of discipline, this paper explores consumer routines as an outcome of governance structures embedded in modern retail marketing techniques. First, the term embodiment of consumer choice is introduced to describe how shopping in modern supermarkets hinges on various techniques of bodily discipline. Second, by relying on a study of in-store marketing in Norwegian retailing, these promotional activities are examined as techniques normalizing purchasing behaviour. We conclude by saying that power and discipline are underestimated as explanations to the formation of shopping behaviour and consumer routines.     

Twenty-five years of consumer vulnerability research: Critical insights and future directions

Consumer vulnerability is gaining increasing attention from researchers and practitioners as a social phenomenon in modern consumption-driven societies. In an attempt to conduct a comprehensive review using credible published research materials on the topic, this study applies a big data analytics approach to analyze scholarly research with a pool of 859 articles covering the last 25 years of post-modern marketing practices that have been a precursor to market-driven vulnerability. This paper identifies the most influential articles, as well as the top contributing journals and authors, along with their affiliations. In addition, this study reveals four major themes of research in consumer vulnerability, namely marketing, fraud and consumers, consumer vulnerability and well-being, ethics and vulnerable consumers, and consumption, disability and gender. These integrative perspectives will serve as a critical starting point to encourage focused theme-based exploration in the field.