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.