Originality/value: This chapter provides insights into how market research creates test sites to simulate purchase behavior and pre-test consumer products. This chapter maps how different groups of actors and different technologies are enrolled in order to enact an ideal-type consumer averageness on an ongoing basis in a particular test town.
Schwarzkopf, S. (2019), "Magic Towns: Creating the Consumer Fetish in Market Research Test Sites", Bajde, D., Kjeldgaard, D. and Belk, R. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 20), Emerald Publishing Limited, pp. 121-135. https://doi.org/10.1108/S0885-211120190000020013Download as .RIS
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