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This paper attempts to provide an understanding of gift‐giving for a more systematic assessment of relationship building to succeed in an Asian realm. This study proposes…
This paper attempts to provide an understanding of gift‐giving for a more systematic assessment of relationship building to succeed in an Asian realm. This study proposes to examine the underlying linkage between the intensity of gift‐giving and constructing relationships. The goal is to provide both researchers and businesses an insight into how to successfully manage profitable relationships in a culture‐rich environment that is growing ever more demanding and complicated. Gift‐giving is seen as an act of reciprocity, and often misconstrued as bribery by Westerners, yet it appears to be an important constituent of the Asian culture and can be seen as a form of relationship investment, that if cultivated well, can uplift interactions between businesses.
The purpose of this paper is to review the 1985-1991 project called “The Consumer Behavior Odyssey”, including a retrospective assessment of its context and role in…
The purpose of this paper is to review the 1985-1991 project called “The Consumer Behavior Odyssey”, including a retrospective assessment of its context and role in influencing consumer research paradigms.
The study is based on personal recollections, introspective fieldnotes from the Odyssey and various publications and videos that emerged from the project. It also reflects on several subsequent “inside” and “outside” accounts of the project and its impact.
The paper concludes that the Odyssey was a critical event within a nexus of other critical events that helped precipitate what is now widely called Consumer Culture Theory. It was a highly visible project that acted as a lightning rod that attracted both supporters and opponents at the time, but that ultimately helped carve out a place for interpretive, qualitative, visual and ethnographic consumer research within business schools.
Although there were a number of methodological and research outputs from the Odyssey during the 1980s and early 1990s and there have been several recent “outside” appraisals of its influence since then, there has been only one subsequent “inside” account of its ontological and epistemological impact − a 2011 video made for the 50th anniversary of the major funding organization for the project, the Marketing Science Institute. This paper offers a more extensive appraisal by one of the project’s leaders.
This paper aims to trace the roots and development of Consumer Culture Theory (CCT) through the eyes of major participants in this field of study.
The report is a qualitative essay based on data accumulated and integrated from several directions: the CCT literature, reminiscent versions by significant scholars, and participant/observation by the author.
The CCT conferences began in 2005, sparked by the contribution of Eric Arnould and Craig Thompson. However, earlier versions are traced through the growth of interest in the study of consumer behavior starting in ancient times and spurred by the surge of post-World War II prosperity and technological advances. The expansion of consumer studies through the Association for Consumer Research (ACR), the Journal of Consumer Research (JCR), and the Heretical Consumer Research (HCR) were precursors of CCT. Perspectives are provided by Shankar and Patterson, Mark Tadajewski, Russell Belk, Fuat Firat, and Markus Geisler, with a special emphasis on early roots by the author.
The paper is novel in its application of The Rashomon Effect which shows how different scholars perceive a particular historical phenomenon. It is also a useful example of the qualitative orientation of CCT culture and style in studying situations, both contemporary and historical, to gain holistic insights.
The purpose of this paper is to reflect upon the author’s involvement in the paradigm wars of the 1980s in marketing and consumer research. In this paper, the author…
The purpose of this paper is to reflect upon the author’s involvement in the paradigm wars of the 1980s in marketing and consumer research. In this paper, the author describes his role in the ecological succession of the discipline at a critical juncture between the early efforts of the pioneering scholars and the establishment of a mature climax community of consumer culture theorists.
The author employs an autobiographical approach.
Among the many contributions of a host of talented and insightful fellow travelers, the author’s penchant for ethnographic research and anthropological analysis helped nudge the discipline into interesting new niches.
This personal reminiscence of the philosophical debates surrounding our interpretive turn may be triangulated with others to construct a synchronic account of a moment in disciplinary evolution.
This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a…
This paper aims to investigate the consequences of the heritage experience in brand museums on the consumer–brand relationship. By highlighting its heritage within a museum, the brand proposes a specific experience that deserves attention because it is based on memory and communal identity, thus creating or strengthening a relationship with consumers.
Ethnographic case studies were conducted through direct observation and extensive interviews with 72 visitors at two brand museums, the Fallot Mustard Mill and the House of the Laughing Cow.
The results highlight the emergence/strengthening of the relationship between consumers and the brand through the development of intimacy with the brand and the emergence of supportive behaviors toward the brand in the form of commercial support, ambassadorship and volunteering.
By characterizing and articulating the different relational consequences of visiting a brand museum, this research contributes to the literature dedicated to heritage experiences in consumption contexts and to the literature dedicated to consumer–brand relationships in servicescapes.
The study shows the necessity of grounding “heritage” in the physical setting of the brand museum to create a meaningful experience for visitors and, in turn, a deep relationship. Managers should treat brand museums as a relational tool in the marketing strategy of the brand and approach them from the perspective of long-term profitability.
While the literature has examined the spectacular and esthetic experiences brand museums offer, this study is the first to characterize the heritage experience and to document its consequences in terms of the consumer–brand relationship.
Using queer/crip theory as a frame, I examine the narratives of 17 mothers raising children with disabilities.
Using queer/crip theory as a frame, I examine the narratives of 17 mothers raising children with disabilities.
Results show that the mothers’ narratives of an imagined future for their children often involve the idea of success in terms of production and reproduction. However, some mothers do question this idea of normalcy, challenge deeply seated ideas about neoliberal inclusion, and reframe disability as a different way of existing as opposed to a deficient way of being.
The focus of this paper is on how mothers imagine different kinds of social arrangements. Some mothers, instead of embracing success as narrowly defined under neoliberalism, challenge the idea and instead offer queer narratives of parenting. This study illustrates how counternarratives can be constructed to resist prevailing narratives of disability as deficiency.
This chapter grapples with the relationship between dis/ability and narrative inquiry through the authors’ personal stories that push back at the cultural-historical…
This chapter grapples with the relationship between dis/ability and narrative inquiry through the authors’ personal stories that push back at the cultural-historical, policy, and professional master narratives of dis/ability in order to contribute to efforts that theorize critical emotion praxis. We ask: what is the relationship between dis/ability and narrative inquiry? What are the lived experiences of those living within a variety of intersectional and emotional dis/ability narratives that resist and navigate the cultural-historical, policy, and professional master narratives of dis/ability at the intersections?
We use a Disability Studies in Education (DSE) paradigm to construct a collective autoethnography that challenges socially circulating cultural narratives of disability.
Our individual and collaborative narratives illuminate: (1) how master narratives impact self, (2) the ways that dis/abled women of color elevate human dignity and spiritual practices in ways that subvert and speak-back to master narratives, (3) the emotional impact of Learning Disability labeling, (4) forms of epistemic and personal experiences at various institutions of higher education, and (5) the liberatory practices manifest from co-created narratives with DSE students concerning disability identity within higher education.
This collaboration contributes to efforts that theorize critical emotion praxis with diverse positionalities of DSE scholars, teacher educators, and professionals within educational contexts. The chapter also suggests ways in which construction of collaborative narratives of resistance can point to paths for positive organizational change.
The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e…
The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.
The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.
The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.
The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.
The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.
The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.
本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。
结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。
通过提供信息, 明确了游客的个性在两种体验构建（即服务场景和其他来访者行为）中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。
关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质
Cómo afectan los rasgos de la personalidad a la experiencia del visitante, la estimulación emocional y el comportamiento? El caso del turismo enológico
El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.
El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.
Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.
Limitaciones del estudio/implicaciones
Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.
Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.
La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.
Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad
tipo de papel
trabajo de investigación
The design narrative details how the authors systematically and concretely adapted the design of afterschool club for children and pre-service teachers to respond to the…
The design narrative details how the authors systematically and concretely adapted the design of afterschool club for children and pre-service teachers to respond to the increasingly explicit racism in US political discourse that fueled Trump’s election and coinciding forms of evading race.
The purpose of this paper is to present a design narrative focused on tensions around evading race in our after-school program for predominantly Latinx children and White pre-service teachers; how the authors re-mediated the material, ideational and relational resources of the program to address the tension; and the effects of our re-mediation on the adaptation of the program and how this shaped pre-service teachers’ engagement with children’s racialized experiences.
Re-mediating the design of ideational, relational, and material resources in the afterschool club allowed the designers to address how racial ideologies of color evasiveness limited opportunities for trust and mutual learning between the predominantly White preservice teachers and Latinx children.
The paper describes how concerns with equity emerged and were addressed in a program in a particular place and time for particular people. It offers a systematic view into the inner-workings of designing for equity and why people’s lived experiences, history and social practices around engaging with processes of racialization and power matter for the design of learning.
The design narrative suggests practical implications including the need to develop coursework and practicum experiences that support pre-service teachers’ and educators’ study of how power, enacted through racial ideologies of color evasiveness and other forms of epistemic violence, frames and materially impacts our interactions with children from non-dominant groups.
Two social implications from the design narrative include the following: the need to deepen the understandings of the past and present, proud and violent, histories of minoritized communities to organize consequential learning; and the need to recruit more students of color into the programs recognizing that it alone is not adequate for enacting educational justice.
As designers working toward equity, the authors must hold lightly onto their designs, be willing to let go of features that no longer serve the goals and develop new approaches that can help them achieve them. The authors must also attend seriously to the critiques offered by our youth-partners so that they can better support their learning and desires for the future.