Animating the big middle |
| |
Authors: | Eric Arnould |
| |
Institution: | E.J. Faulkner College Professor of Agribusiness and Marketing, Department of Marketing, CBA 310C, University of Nebraska, Lincoln, NE 68588-0492, USA |
| |
Abstract: | A Consumer Culture Theory (CCT) perspective captures the motivating social and cultural contexts of retail patronage and purchase behaviors and the myriad motivating factors behind the retail purchase decision. A CCT perspective complements behavioral decision theory and social cognition research in retailing. For consumers, retailers represent a field in which operant resources interact. In these marketspaces, firms and consumers exert a mutual gravitational pull. Firms compete for a role in the culturally constituted projects that consumers pursue by offering certain resource combinations. A CCT-based approach to retailing strives to account for co-creation, namely, how consumers deploy their own cultural resources, aided by retailer-provided resources, to accomplish the pursuit of their personal identity and communal projects. The paper discusses strategic orientations for retail firms that spring from a resource view, four types of firm supplied operant resources, suggests some mechanisms through which consumers animate cultural resources and their motivations to do so, and offers suggestions for future research. |
| |
Keywords: | Big middle segment Consumer projects Cultural resources Operant resources Operand resources Performances Narrative frames Retail strategy |
本文献已被 ScienceDirect 等数据库收录! |
|