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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).

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).

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.

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.

The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been conducted until now. The purpose of this paper is to conceptualize service experience co-creation and examines its implications for research and practice.

To map the multi-approach research area of service experience co-creation, the study draws on literature in the fields of service management, service-dominant logic and service logic, consumer culture theory, and service innovation and design, together with invited commentaries by prominent scholars.

A conceptualization is developed for “service experience co-creation,” and multiple dimensions of the concept are identified. It is postulated that service experience co-creation has wider marketing implications, in terms of understanding experiential value creation and foundational sociality in contemporary markets, as well as in the renewal of marketing methods and measures.

The authors call for cross-field research on service experience, extending current contextual and methodological reach. Researchers are urged to study the implications of increasing social interaction for service experience co-creation, and to assist managers in coping with and leveraging the phenomenon.

For practitioners, this analysis demonstrates the complexity of service experience co-creation and provides insights on the aspects they should monitor and facilitate.

As the first integrative analysis and conceptualization of service experience co-creation, this paper advances current understanding on the topic, argues for its wider relevance, and paves the way for its future development.

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.

At both ACR 2004 and EACR 2005, Richard Elliott and Fuat Firat queried the need for CCT, and the thrust of their concerns seemed to be concerns with imposing CCT as a totalizing narrative. The major instigator of this totalizing concern is probably the singularizing semantics of CCT we adopted, which can be read – despite our original emphasis on the internal diversity of its constituent research traditions – as a call for a unified body of theory that is grounded in a vernacular of normal science and its epistemic goal of making incremental contributions to a system of verified propositions (Kuhn, 1962). It is worth noting that, for better or worse, this normal science orientation and its quest for a unified theory is taken as a normative goal (not a threat) by consumer researchers who work outside the CCT tradition. CCT, however, has emerged in the liberatory glow of the sociology of scientific knowledge (LaTour, 1988), reflexive critiques of power relations that are encoded in scientific narratives hailing from feminist, poststructural, and postcolonial critiques (see Bristor & Fischer, 1993; Haraway, 1994; Rosaldo, 1993; Thompson, Stern, & Arnould, 1998), and marketing's positivist–relativist debates (Anderson, 1986; Hudson & Ozanne, 1988). All have significantly problematized conventional notions of objectivity and the modernist project of totalizing theorizations.

The aim of this paper is to suggest some potential linkages between Consumer Culture Theory (CCT hereafter) and the evolving Service-Dominant logic (S-D hereafter) propounded by Vargo and Lusch in a series of publications (Vargo & Lusch, 2004, 2006a, 2006b). I begin by discussing why this alliance makes sense. To do this, I review the CCT roots of several foundational propositions for the S-D logic Vargo and Lusch (2004) offer. Then I offer a suggestion for rethinking the notion of consumer itself. And finally, I discuss some potential changes in preferred constructs that I believe are necessary to fulfill the theoretical promise of the CCT perspective, and follow on from embracing a CCT/S-D perspective.

Reports on a study looking at dimensions of service provider performance that influence immediate emotional responses to service encounters, based on 914 service encounters. Identifies five service‐provider dimensions that are significant predictors of emotional response to services. Finds that different service‐provider dimensions influence positive as compared with negative emotional responses and that temporal duration and spatial intimacy of the encounter affect both the reported levels and relative importance of these service‐provider dimensions to emotional responses.

This paper outlines the key discussion points and ideas generated at the job market roundtable at CCT Arkansas. The session was put together to discuss both immediate short-term solutions to improve PhD candidates’ hiring potential as well as longer-term institutional opportunities that could strengthen the reputation of CCT and foster more favorable job market conditions.

This is a conceptual paper primarily built on collaborative insights from the roundtable session’s participants.

We outline the current structure of hiring within marketing academia and offer insights and best practices for increasing an applicant’s chances of gaining a placement. We also identify long-term structural reforms and opportunities that could increase the recognition of CCT research, and help foster conditions more conducive to CCTers seeking academic placements. The recommendations for candidates and the CCT community highlight the importance of building non-CCT networks, effectively positioning and communicating research, and leveraging the benefits a CCT theoretical perspective can bring to marketing departments.

Most papers on academic hiring processes are descriptive in nature and concentrated on the job market’s structure. This paper adds to this conversation, straddling issues of structure and agency. It critically revisits the structure of hiring, and also discusses practices a candidate can employ to navigate the hiring process, and institutional tactics CCT could undertake to create a stronger brand and network structure. Though the emphasis in this work is on CCT candidates, we suspect such an analysis is also useful for PhD candidates elsewhere and nonmainstream marketing groups.

Purpose: The present research draws from neomaterialist theories to investigate women’s erotic consumption in Brazil, analyzing several stages of the consumption cycle, from need detection to disposal.

Methodology/Approach: Fieldwork followed the Itinerary Method, with 35 in-depth interviews and participant observation.

Findings: In addition to providing thick description of two consumption cycle stages, the chapter analyzes assemblages of material objects and people that are part of erotic consumption. The dialectical process that transforms consumers through the agency of erotic products also transforms products through repurpose or personification – as lovers, butlers, or party crashers – which, in turn, highlights these objects’ agentic nature. Erotic products are understood as possessing social life and death.

Practical Implications: This research uncovered a series of transformations performed by the object on the consumer (i.e., objectification of the consumer) and vice versa (i.e., personification of the object). These processes help understand tensions inherent to networks and assemblages formed during erotic consumption. They also suggest, along the consumption cycle, unmet consumer needs that may be tended to by industry, like disposal issues.

Social Implications: This study broadly aims at helping women to more freely exercise their sexuality (with the mediation of erotic products if they so desire) in a Latin-American patriarchal society where double moral standards regarding men and women still prevail.

Originality/Value of Chapter: This is one of the first studies conducted within consumer culture theory that focuses specifically on sexuality related consumption.