Originality/Value of the Paper: Prior research has shown that consumers embrace marketization, resist it, try to escape it, rebel against it, or actively manage its effects. The authors identify another strategy used by consumers to address the increasing marketization of their life worlds, namely humanization. This study shows that consumers assemble market resources and humanize transactional service provider relationships by weaving social- into market logics resulting in the creation of a DIY extended family.
Ottlewski, L., Gollnhofer, J.F. and Schouten, J.W. (2019), "Humanizing Market Relationships: the DIY Extended Family", Bajde, D., Kjeldgaard, D. and Belk, R.W. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 20), Emerald Publishing Limited, pp. 137-149. https://doi.org/10.1108/S0885-211120190000020014Download as .RIS
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