“Reading” whiteness in consumer research

The concept of whiteness has been widely debated in the social sciences and humanities but has rarely surfaced as a theme in consumer research. This paper introduces whiteness theory as an additional theoretical perspective available to consumer researchers to add to those that are well established. The empirical section of the paper comprises a textual analysis of articles published in the Journal of Consumer Research from 1974–2004. The findings suggest that consumer research is dominated by “white faces” and “white spaces,” resulting in many investigators consciously or unconsciously performing whiteness. The ways whiteness can be re‐articulated to stimulate more interest within consumer research are discussed.     

Women's bodies,menstruation and marketing “protection:” interpreting a paradox of gendered discourses in consumer practices and advertising campaigns

This essay explores the various associations, conflicts, and resolutions that converge in consumer research to produce an advertising campaign for a feminine hygiene product. Ethnographic research identified a correspondence in beliefs and values among women who discuss menstruation as a natural process of rhythms and flow in their changing bodies. Building off the work of gender discourses in advertising, this paper claims women's “natural” discourse located in research differs from “protection” discourse in advertising, which holds a binary view of menstruation and associates menstruation socially with shame and secrecy. The research reveals that while women adopt a “natural” discourse of menstruation, discourses of “protection” still dominate marketing. Paradoxically, women incorporate both discourses in assemblages of constructing “feminine identities.” This research proposes a correspondence model that regards the consumption of consumer personal-care products in terms of embodiment rather than binary categories as a way to interpret such paradoxes.     

On market forces and adjustments: acknowledging consumer creativity through the aesthetics of ‘debadging’

Abstract

This paper explores the social dynamics by means of which market forces are enacted at the level of everyday consumption. In particular, it draws on Holt's (2002 Holt, D.B. 2002. Why do brands cause trouble? A dialectical theory of consumer culture and branding. Journal of Consumer Research, 29: 70–90. [Crossref], [Web of Science ®] , [Google Scholar]) notion that as ‘unruly bricoleurs’, consumers kick-start processes of market adjustment and innovation through improvising ways to negotiate the demands of daily life. In this way, consumers can become active players in realising new possibilities for identity construction and empowerment that involve the creative re-appropriation of marketer-based meaning. To investigate those issues, we turn to a virtual community in the empirical setting of car customisation. Over an eight-month period, an internet-based methodology generated textual observations of online posting activity on five internet newsgroups attracting those interested in the particular pursuit of car modification. Participants used those web-forums to share information, passions, and enthusiasms. Analysis shows that grounded aesthetics function as vehicles for creativity and the reworking of dominant market logics (Vargo & Lusch, 2004 Vargo, S.L. and Lusch, R.F. 2004. Evolving to a new dominant logic for marketing. Journal of Marketing, 68: 1–18. [Crossref], [Web of Science ®] , [Google Scholar]). We conclude that online discussion threads offer valuable access to the emergent interplay of discursive resources in circulation among virtual communities and that this has implications for the conduct of environmental scanning. The paper illustrates how the discursive resource-base is nurtured, sustained, and transformed through various interpellations, including performing claims to prestige and self-defining distinctions, as well as constructing narratives of personal history and social dynamics.     

A “citation classics” analysis of articles in contemporary small enterprise research

This research study has two distinct steps: (1) a quantitative analysis to identify the citation classics in contemporary small enterprise research (CSER) and (2) a more qualitative discussion of the contributions of these classical articles. The motivation of the study is to reveal the evolution of thought in the relatively new field of entrepreneurship research.CSER is defined as all main articles published during 1986–1992 in the Journal of Small Business Management, International Small Business Journal, Entrepreneurship: Theory and Practice, Journal of Business Venturing, Small Business Economics, and the Asia Pacific International Management Forum. The resultant analysis encompasses 725 articles and approximately 16,720 of their citations.The quantitative analysis revealed that the source journals have been responsible for the publication of 35% of the most cited articles during the 18-year period of analysis, with each subperiod increasing the percentage of citations from these source journals. The qualitative analysis of the citation classics articles indicated that more than 50% of CSER articles are well grounded in observational and contemplative theory building with a view to developing convergent theories that provide an overall understanding of the entrepreneurial process. This is similar to the pattern of citations in other emerging fields.This citation classics analysis reveals a number of points. First, the main topic areas of inquiry in the citations classics were: personal characteristics of entrepreneurs, financing and venture capital, and entrepreneurial climate and its relation to society, and strategy and growth. Of these, the personal characteristics of entrepreneurs was a consistent topic over the entire CSER period. However, the general diversity of topic areas provides some empirical support for the “garbage can model” synthesized from earlier studies of emerging fields in which diversity in topic areas has been characterized as a loose collection of ideas rather than a coherent structure with a shared intellectual paradigm. A similar characterization can be made of the entrepreneurial research during the CSER period.Second, the most evident methodology was observational and contemplative theory building, although empirically based survey techniques were gaining favor in the latter two periods. Third, the dominant objective of most research was to improve the understanding of small enterprise theory. This dominance of the theory building literature has also been observed in other citation studies of emerging fields. Fourth, it appears that many of the most cited articles have drawn upon the literature of related and nonrelated disciplines. Many of these articles have been exploratory in nature and have attempted to rationalize concepts and variables used in small enterprise research. Finally, CSER citation classics have been impacted only by Journal of Business Venturing, Journal of Small Business Management, and Entrepreneurship: Theory and Practice among the source journals.     

Consumers and the internal market for services: Shortcomings of the “new approach” of the Community

The paper discusses the new approach of the Community in the area of services, namely the principle that every service — like every good — should be allowed to circulate freely in the entire Internal Market provided it meets the standards of EEC law and of the country of origin. There are some exceptions to this principle, especially in the insurance area (market segregation in the industry's interest). The paper points out that the new approach might endanger consumer protection of Member States unless adequate standards of the receiving country exist. ECLG makes a number of suggestions to overcome the lacunae left by the new approach, especially by opting for minimal harmonisation, by applying rules of private internal law under the Rome Convention, and by providing for safeguard clauses.

---

Verbraucher und Binnenmarkt für Dienstleistungen: Mängel der sog. neuen Konzeption der Gemeinschaft

Zusammenfassung Die Gemeinschaft versucht in Vewirklichung der Grundfreiheiten des durch die Einheitliche Akte geänderten EWG-Vertrages die Vollendung des Binnenmarktes auch im Dienstleistungsbereich. Dabei sind unterschiedliche Herangehensweisen denkbar, nämlich das Prinzip der Minimalharmonisierung, die Marktsegmentierung oder die sog. neue Konzeption. Letztere findet sich vor allem im Banken- und Rundfunkbereich; dancah soll es für den Marktzutritt im gesamten Binnenmarkt ausreichen, daß die (angeglichenen) Standards des Ursprungslandes eingehalten werden. Die ECLG befürchtet einen Abbau des Verbraucherschutzes bei einer konsequenten Durchführung dieses Prinzips und macht Gegenvorschläge. Diese beziehen sich auf eine verstärkte Durchsetzung des Prinzips der Minimalharmonisierung, auf die Notwendigkeit der Anwendung der Regeln des Internationalen Privatrechts nach dem Römischen Schuldrechtsübereinkommen von 1980, und durch Verankerung von Schutzklauseln.

---

---

The European Consumer Law Group (ECLG) is a group of lawyers and law scholars in the EEC and EFTA countries, concerned with legal aspects of consumer protection. Correspondence regarding the paper should be directed to: Professor Norbert Reich, Centre for European Legal Policy, Universitätsallee GW 1, D-2800 Bremen 33, Federal Republic of Germany.     

Protection of diffuse interests in the EEC and the perspective of “progressively establishing” an internal market

Present Community action and law is characterised by a conflict between market integration, protection of diffuse interests, and the rule-of-law principle. Community law first concentrated on negative integration which created and protected traders' freedom of market access and workers' freedom of circulation. By Court practice, these freedoms were developed into a basic right of EEC citizens to move freely within the EEC and to satisfy their demands wherever they wanted. Positive integration tried to establish common protective standards in matters relating to the environment, consumer protection, health care, and equal rights. The Single Act, ratified in 1987, amended the EEC Treaty by the objective of completing the internal market by the end of 1992. These provisions can only to a limited extent be said to have a direct effect. Positive integration has been reinforced by provisions on environmental and health policy. In his concluding remarks, the author insists on the need for an overall expansion of protective standards within the EEC in spite of tendencies towards a mere free trade approach.

---

Zusammenfassung Die gegenwärtigen Aktivitäten der Gemeinschaft sowie das europäische Wirtschaftsrecht sind von einer komplexen Spannungslage zwischen Marktintegration, Schutz diffuser Interessen (Umweltschutz, Verbraucherschutz usw.) und rechtsstaatlich-demokratischen Anforderungen beherrscht. Zunächst konzentrierte sich das Gemeinschaftsrecht auf Maßnahmen der sog. Negativintegration, um dem Marktbürger Zugang zu dem Gemeinsamen Markt und Arbeitnehmern Zirkulationsfreiheit zu gewährleisten. Die Praxis des Gerichtshofes der EG hat diese Marktfreiheiten zu grundrechtsähnlichen Gewährleistungen aller Bürger i.S. einer Entscheidungs- und Aufenthaltsfreiheit ausgebaut. Die Positivintegration versuchte, gemeinsame Schutzstandards in den Bereichen Gleichbehandlung, Umwelt, Gesundheit und Verbraucherschutz durch sekundäres Gemeinschaftsrecht zu schaffen. Die 1987 ratifizierte Einheitliche Europäische Akte hat das Ziel der Gemeinschaft festgeschrieben, bis Ende 1992 den Binnenmarkt als Raum ohne Binnengrenzen zu verwirklichen.Die unmittelbare Wirkung dieser Vorschriften bleibt allerdings fraglich. Die Positivintegration ist durch Kompetenzen im Bereich Umwelt- und Gesundheitsschutz abgesichert worden. In einer Schlußbetrachtung wird auf die Notwendigkeit EG-einheitlicher Schutzstandards ungeachtet des Vorherrschens von Freihandelsvorstellungen hingewiesen.

---

---

Norbert Reich is Professor of Civil Law, Commercial Law and European Legal Policy at the University of Bremen and Managing Director of the Centre for European Legal Policy, Universitätsallee GW 1, D-2800 Bremen 33, FRG.The article is based on a speech at the University of Helsinki on May 20, 1988, and was previously published in the Finnish legal journal Juridiska Föreningens Tidskrift. The author thanks his Finnish colleague Thomas Wilhelmsson, University of Helsinki, for stimulating discussions of previous drafts and for allowing publication in JCP.     

Thiscompanysucks.com: the use of the Internet in negative consumer‐to‐consumer articulations

The Internet has provided a forum through which consumers who are dissatisfied with various companies can vent their anger towards these corporations. A number of World Wide Web (WWW) sites have cropped up on the Internet, their specific aim being the fomenting of negative communication about companies: these are known as corporate complaint WWW sites. Little research has been conducted on negative on‐line consumer‐to‐consumer articulations and the possible impact that these might have on consumers' perceptions and attitudes. This paper attempts to foster discussion on the use of the Internet in facilitating consumer‐to‐consumer communication, particularly negative communication. First, background information on corporate complaint WWW sites is provided. Then, a survey that was conducted in order to glean information on consumer knowledge of and responses to these kinds of WWW sites is discussed. The results indicate that, among the population used in this study, the awareness of corporate complaint WWW sites was moderate. However, when respondents were aware of them, they were likely to visit them. Social influence plays a role in influencing awareness and prompting visits to corporate complaint WWW sites. In addition, an individual difference factor, attitudes towards complaining, influenced the kinds of activities in which the respondents engaged when they visit corporate complaint WWW sites. Future research directions are proposed.     

Researcher’s guilt: confessions from the darker side of ethnographic consumer research

A reflexive approach to qualitative research seeks to uncover structures of inequality in the research encounter. On the surface, it would seem that ethnographic methods provide the conditions to alleviate this methodological instrumentalism. By employing a confessional account, this paper demonstrates how the paradox of asymmetrical rapport prevents ethnographic work from reaching its collaborative potential. Drawing from insights in an ethnographic enquiry in an arts charity, the author narrates the guilty experiences that arise when researchers reproduce a culture of commodifying informants. This is exemplified through impression management tactics that generate an illusion of mutuality, alternating with more authentic instances of co-participation. The implications of this self-perceived moral violation are discussed for the researched, the researcher and ethnographies of consumption more broadly. The paper contributes to the methodological literature by explaining the potential of confessional accounts as a tool to operationalise reflexive, reciprocal practice, counteracting the demands of a knowledge economy.     

The “ins” and “outs” of product and services marketing: The influence of consonant wanderings in consumer decision-making

The established preference for words featuring consonants ordered inward in the oral cavity—the in–out effect, may assist marketeers when naming new products and services. To investigate the conditions under which this effect may affect consumer preference we conducted four experiments (N = 818) examining the influence of consonant wanderings in the evaluation of different professionals and food products. While inward articulation direction selectively biased warmth judgments about workers who are perceived as relatively neutral on both warmth and competence, for professionals traditionally associated with either a warmth or a competence dimension inward-wandering usernames systematically presented a competitive advantage. In the same way, hypothetical food products with inward-wandering names were judged as more hedonic and more utilitarian. The present evidence supports the potential of the in–out effect to market products and services and highlights the relevance of exploiting this and other oral kinematics phenomena as an asset for managerial practice.     

Increasing a brand’s competitive clout: the role of market share,consumer preference,and price sensitivity

The market power (or ‘competitive clout’) of a brand is an increasingly important component of modern marketing strategies. However, the factors that enhance a brand’s competitive clout (BCC) are poorly understood. This study therefore suggests an integrated model of BCC and three factors that are proposed to play a role in its formation: (i) consumer price sensitivity; (ii) brand market share; and (iii) consumer brand preferences. These variables are examined both individually and simultaneously to demonstrate the direct effect of each on BCC and how their inter-relationships contribute to BCC. In doing so, a two-step empirical analysis is conducted. First, two multinomial logit models provide an own- and a cross-price response matrix for a chosen set of competitive brands. Secondly, BCC is regressed against the variables of market share, intrinsic preferences, and price sensitivity using an interaction effects regression model. The results of the analysis show that market share is not the only way to increase BCC; in particular, consumer preferences, and especially pricing decisions, are shown to play a key role in developing a strong brand.     

Sex ‘n’ shopping: A “novel” approach to consumer research

In recent years, several prominent consumer researchers have advocated the analysis of works of literature and art. Pathbreaking through these studies have proved, they are characterized by their focus on élite rather than popular literary forms. This paper extends the so‐called “marketing in Shakespeare” approach to works of romantic fiction, many of which are renowned for their brand name‐dropping. A content analysis of brand names in two “sex ‘n’ shopping” novels is undertaken and comparisons are made with an earlier study of mainstream popular fiction.     

Facebook fan page: the effect of perceived socialness in consumer–brand communication

Facebook has become an important platform for a brand–consumer relationship channel. The current study investigates the influence of perceived socialness and its effect on consumers’ attitude toward brands. Participants (N = 404) were recruited in a large southeast university. A 2 (socialness: high vs. low)?×?2 (feedback control: high vs. low)?×?2 (brand image: high vs. low) between-subject design was conducted. The results of this study identified three important findings. First, high (vs. low) socialness elicited higher perceived relationship commitment, brand trust, and more favorable brand attitude. Second, the effect of socialness on brand attitude was moderated by brand image (positive vs. negative). Third, the mediation analysis showed that the effect of socialness (high vs. low) on brand attitude was fully mediated by perceived relationship commitment and brand trust.     

Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?

Extant research emphasized the role of consumer guilt and the importance of campaigns in consumers' willingness to buy domestic-made products. The antecedents of willingness to buy domestic-made products have not been well understood in literature. This is because the experience of national identity vis a vis the understanding of the consumers' guilt feeling has partly been explained. To address these concerns, we developed a survey in the context of Indian cities. We note that consumers' experience with foreign-made products is negative when they feel uncomfortable buying them, and thereby develop a feeling of guilt. Marketing managers are more likely to prepare consumers' experiences with their products by emphasizing the high or low impact of the campaign on consumers’ willingness to buy domestic-made products.     

Internet and consumer privacy: Considering the FTC’s “do not track” proposal

The digital economy relies on the collection of personal data on an ever-increasing scale. Regulations have to be found which can provide an optimal balance between consumers’ interest in privacy and the benefits from innovations that rely on the largely invisible collection, retention and sharing of consumer data. The following article discusses current US reform proposals and their relevance for the ongoing debate in Europe.     

The “right to consume”? Re-thinking the dynamics of exclusion/inclusion in consumer society

ABSTRACT

Consumption is a political relationship. This article considers competing political discourses around consumption as different versions of a hypothetical right to consume. In the first section, we consider how the domain of consumption can express the critical potential of the “right to the city,” a concept inspired by Henri Lefebvre that has had widespread influence in urban studies and related fields. In the second section we consider how the right to consume can also become a bulwark for capitalist ideologies of an individualistic and destructive right to consume. A third section concludes on recent trends in consumption studies that point to ways that capitalism seeks to assuage and manage these tensions through ongoing innovations in consumer technology and finance. New questions about rights and democracy must emerge to confront this new techno-economy of consumer relations. In short, while we affirm the right to consume for the most vulnerable, we also insist on deconstructing the system of consumption as it is currently configured.     

Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity

The present study aims to examine how consumer guilt and consumer animosity, as moderators, can impact consumers' purchase intention toward domestic products. A total of 385 responses were used to test the proposed relationship. PROCESS macro was used to examine the mediating and moderating relationships. The present study provides guidance to international marketers on why and how they should do extra efforts to mitigate guilt feeling. The study contributes to the growing body of literature on consumer ethnocentrism by investigating moderating role of consumer guilt and consumer animosity.