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Book part
Publication date: 18 November 2015

Eric J. Arnould and Craig J. Thompson

This paper reflects on the development of Consumer Culture Theory, both as a field of research and as an institutional classification, since the publication of Arnould and…

Abstract

Purpose

This paper reflects on the development of Consumer Culture Theory, both as a field of research and as an institutional classification, since the publication of Arnould and Thompson (2005).

Methodology/approach

This paper takes a conceptual/historical orientation that is based upon the authors’ experiences over the course of the 10-year CCT initiative (including numerous conversations with fellow CCT colleagues).

Findings

The authors first discuss key benchmarks in the development of the CCT community as an organization. Next, the authors highlight key intellectual trends in CCT research that have arisen since the publication of their 2005 review and discuss their implications for the future trajectories of CCT research.

Originality/value

The paper by Arnould and Thompson (2005) has proven to be influential in terms of systematizing and placing a widely accepted disciplinary brand upon an extensive body of culturally oriented consumer research. The CCT designation has also provided an important impetus for institution building. The 10-year anniversary of this article (and not incidentally the CCT conference from which the papers in this volume hail) provides a unique opportunity for the authors to comment upon the broader ramifications of their original proposals.

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Book part
Publication date: 30 July 2018

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Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

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Book part
Publication date: 18 November 2015

Amanda Earley

This paper reconsiders the role of critical theory within the field of consumer culture theory.

Abstract

Purpose

This paper reconsiders the role of critical theory within the field of consumer culture theory.

Methodology/approach

The paper is documentary evidence of a roundtable held at the 10th annual Consumer Culture Theory conference on the subject. The roundtable uses discussion and conceptual methods.

Findings

The author begins with a brief introduction to the use of critical theory in the academy and in CCT more specifically. In the course of the roundtable, it was discovered that the reason we do not talk about critical theory more often may be attributable to its success, rather than failure – indeed, it has inspired so many new academic traditions, that we rarely pause to think of the various critical traditions in one place. Building on this foundation, participants were asked to discuss what critical theory means to them; what theorists they have used; what engagement they have had with critical theory traditions in CCT; and what their vision for critical theory influenced consumer research would be. Participation came from both planned and emergent participants. The final conclusion was the felicitous discovery that critical traditions are alive and well in consumer culture theory, and that there are many pathways to pursue critical consumer research in the future.

Originality/value

The roundtable session and paper are a direct response to the conference theme, which asked conference attendees to reflect on the history of consumer research, and specifically the role of critical theory within it. Moreover, the paper builds upon important debates about the philosophy of science and the role of critical theory within consumer research.

Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

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Book part
Publication date: 14 January 2019

Bilgehan Bozkurt

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Debates in Marketing Orientation
Type: Book
ISBN: 978-1-78769-836-9

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Book part
Publication date: 7 December 2016

Arch G. Woodside

Abstract

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Case Study Research
Type: Book
ISBN: 978-1-78560-461-4

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Book part
Publication date: 18 November 2015

Clinton D. Lanier, Jr., C. Scott Rader and Aubrey R. Fowler

The purpose of this paper is to interrogate the concept of meaning and the meaning making process in consumer behavior. While the study of the consumption focuses…

Abstract

Purpose

The purpose of this paper is to interrogate the concept of meaning and the meaning making process in consumer behavior. While the study of the consumption focuses increasingly on how consumers create meaning in a marketing dominated world, it views this process as relatively unproblematic. This paper challenges that perspective and argues that this process is inherently ambiguous.

Methodology/approach

This paper is primarily conceptual in nature. It utilizes a post-structural perspective to theoretically examine the concept of meaning and the meaning making process. It then applies this analysis to the consumption and production of popular culture. Three exemplars from the domain of digital fandom are provided to explore the conceptual arguments in the paper.

Findings

The paper argues that if the meanings of all texts are fundamentally unstable and that meaning itself is endlessly deferred in the meaning making process, then as the consumer becomes the author of the text, the instability and ambiguity of meaning and the meaning making process transfers equally to the consumption process. Rather than view this as a negative aspect of consumer culture, this paper argues that some consumers relish this ambiguity and the freedom that it gives them to manipulate these products, their textual meanings, and the readers’ identities.

Research limitations/implications

The primary limitation of this paper is that it is conceptual in nature. Future research should empirically examine different cases of meaningless consumption to provide more evidence of this interesting and potentially pervasive aspect of consumer behavior.

Originality/value

There is virtually no research that examines meaningless consumption. The value of the paper is that it challenges a core concept in cultural theories of consumer behavior and extends our understanding of consumption.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78560-323-5

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Article
Publication date: 15 May 2020

Angela Gracia B. Cruz and Margo Buchanan-Oliver

The consumer acculturation literature argues that reconstituting familiar embodied practices from the culture of origin leads to a comforting sense of home for consumers

Abstract

Purpose

The consumer acculturation literature argues that reconstituting familiar embodied practices from the culture of origin leads to a comforting sense of home for consumers who move from one cultural context to another. This paper aims to extend this thesis by examining further dimensions in migrant consumers’ experiences of home culture consumption.

Design/methodology/approach

This paper analyses data gathered through multi-modal depth interviews with Southeast Asian skilled migrants in New Zealand through the conceptual lens of embodiment.

Findings

Building on Dion et al.’s (2011) framework of ethnic embodiment, the analysis uncovers home culture consumption as multi-layered experiences of anchoring, de-stabilisation and estrangement, characterised by convergence and divergence between the embodied dimensions of being-in-the-world, being-in-the-world with others and remembering being-in-the-world.

Research limitations/implications

This paper underscores home culture consumption in migration as an ambivalent embodied experience. Further research should investigate how other types of acculturating consumers experience and negotiate the changing meanings of home.

Practical implications

Marketers in migrant-receiving and migrant-sending cultural contexts should be sensitised to disjunctures in migrants’ embodied experience of consuming home and their role in heightening or mitigating these disjunctures.

Originality/value

This paper helps contribute to consumer acculturation theory in two ways. First, the authors show how migrants experience not only comfort and connection but also displacement, in practices of home culture consumption. Second, the authors show how migrant communities do not only encourage cultural maintenance and gatekeeping but also contribute to cultural identity de-stabilisation.

Details

European Journal of Marketing, vol. 54 no. 6
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 11 August 2014

Kevina Cody

By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the…

Abstract

Purpose

By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex intimacy between young consumers’ identities and the marketplace, this research aims to offer a theoretical and empirical reconsideration of the tangible light and shade, indeterminacy and yet ambition in which these young adolescents’ consumption practices and social contexts are inextricably intertwined.

Methodology

Five different data collection methods were employed; namely personal diaries, in-depth interviews (which were conducted at two separate intervals), accompanied shopping trips, e-collages and researcher diaries. Each method was chosen so as to fulfil a specific purpose and reflect a specific angle of repose on the lived experience and consumption practices of a liminar – those at the heart of marketing’s newest strategic boundary.

Findings

This chapter describes some of the constituent elements of metaconsumption; the proposed theorization of the liminars’ consumption practices and a suggested diversion from ‘the effects’ perspective on young consumers’ socialization.

Research implications

This chapter adds to those which problematize the tendency to view young consumers’ interactions with consumption as measurable by having to pass through pre-defined stages if they are to become recognized as complete consumers. Instead this research aligns with the perspective that young consumers, like adults, must mediate the shifting milieus of their social lives through engagement with a myriad consumption practices.

Originality/value

This perspective responds to an acknowledged empirical dearth (e.g. Martens, Southerton, & Scott, 2004). However, secondly in line with Arnould & Thompson’s (2005) original motivation that CCT encapsulate those who see our discipline as ripe with the potential for new theory generation and widespread applicability, this research aligns micro understandings and theorizations of children’s social worlds and consumer culture practices with existing meso- and macro-levels of consumption theory.

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Consumer Culture Theory
Type: Book
ISBN: 978-1-78190-811-2

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Article
Publication date: 25 April 2008

Michael A. Merz, Yi He and Dana L. Alden

Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, the purpose of this…

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Abstract

Purpose

Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, the purpose of this paper is to propose a conceptual framework designed to help clarify discussion and facilitate theoretical progress.

Design/methodology/approach

By integrating Rosch's categorization theory into the discussion of whether consumer cultures globalize, glocalize, or localize, several propositions can be formulated that help structure this discussion systematically.

Findings

It is demonstrated that arguments for global consumer culture (GCC) are most easily made at the superordinate level. However, their strength (versus glocal and local consumer culture) at the basic and subordinate levels is moderated by whether meanings associated with the consumption factor are primarily functional or symbolic.

Research limitations/implications

Future research should empirically validate this initial effort. In addition, scholars should examine from a non‐western centric perspective whether GCC is emerging across the different category levels and meaning systems. Furthermore, emic research is needed to examine the emic meanings of the categories herein.

Practical implications

This proposed framework is also designed for marketing managers as a new tool to facilitate their global strategic planning.

Originality/value

This paper moves the GCC culture debate forward by integrating, for the first time, categorization theory into the discussion. This is of value for both academics and practitioners.

Details

International Marketing Review, vol. 25 no. 2
Type: Research Article
ISSN: 0265-1335

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