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This volume contains the best papers from the sixth Consumer Culture Theory (CCT) Conference. The Conference cochairs have acted as coeditors for this thirteenth volume of Research in Consumer Behavior and provide the following introduction.

Purpose – Hybrid reality television, a burgeoning subgenre spawning from the reality television genre, distinguishes itself from its parent genre through dramatizations that have been described as presenting a “quasi-reality” that is disorientating for the viewer (Caramanica, 2010). In addition to blurring the lines between fact and fiction, hybrid reality programs blur the lines between product placement and entertainment as products are seamlessly blended into the depicted lifestyles. This research explores how consumers negotiate hybrid reality television programs and how this process transpires in viewers' reactions to the consumption portrayals within the programs.

Methodology/approach – Insights were sought from qualitative in-depth interviews with avid viewers of an archetype of the hybrid reality subgenre, the MTV program The Hills.

Findings – The findings reveal varying degrees of self-reflexive consciousness, reflecting viewers' critical awareness of the rhetoric of the program, the artifices of the hybrid reality genre, and their role as an audience. Self-reflexive consciousness facilitates a critical response toward the text in which viewers recognize the artifices of the genre and thus regard the program as “real” and “not real” and simultaneously worth and worthless viewing at the same time, in a textual strategy, we refer to as ironic (dis)engagement.

Originality/value of the chapter – On the basis of this body of data, a typology of viewer responses to hybrid reality programs emerges with corresponding consumption strategies as viewers negotiate the consumption portrayals within The Hills. These findings suggest that viewers embrace product placement within the subgenre and that the program has pioneered and opened up new horizons for lifestyle branding practices within television programming.

Purpose – The chapter tests the effects of capitalisation on market structure within the context of Nigerian banking sector reform.

Design/methodology/approach – The chapter is based on data collected through secondary sources, mainly from financial statements of banks audited by the CBN. The time period under review is 2001–2009, encompasses the 18 months transitional window and a trajectory of 3 years before the consolidation announcement. Quantitative methods were used to analyse available data.

Findings – The result confirms that banking consolidation led to an increase in the size of the top end of Nigerian banks.

Originality/value – This is the first study that tests the effects of capitalisation on market structure of the Nigerian banking sector.

Purpose – The chapter seeks to examine the changing nature of competition during and immediately after the consolidation within the context of Nigerian banking sector reform.

Design/methodology/approach – The chapter deploys the Herfindahl–Hirschman Index, interest rate spread and conducted interviews with senior bank managers to test the hypothesis that there was no change in competition.

Findings – The results obtained support the CBN's expectation of sustained competition and higher efficiency levels, resulting in a minimal reduction of interest rate spread.

Originality/value – This is the first study that examines the changing nature of competition resulting from the 2004–2006 Nigerian banking consolidation.

Purpose – A study of amateur gourmet chefs was conducted in order to expand our understanding of consumer resistance, and to theorize the relationship between culture, consumer culture, and material culture.

Methodology/approach – A semi-structured long interview approach was employed, so that the interviewees could relate their experience of cooking in their own terms. The methodology was inspired by the existential–phenomenological tradition in consumer research.

Findings – All eschewed participation in the market for cookware. They contend that “real” cooks value utility over all, and question the aestheticization, fetishization, and mass marketing of cookware to a general audience. Their responses reveal the role of culture, knowledge, information, socialization, and market structure on consumer values and beliefs, thereby bringing into question the concept of consumer agency.

Research limitations/implications – The interviews were conducted in only one geographic location and cultural milieu. Future research should examine these concepts in additional contexts.

Practical implications – The analysis reveals the basis of effective consumer resistance. In order to resist, consumers must reject citizenship in consumer culture and reconceive their political subjectivity. That said, such an approach only has emancipatory potential at the level of the individual. The interviews underscore the need for a continued critique of the operation of power in the market.

Originality/value of paper – Most of the extant literature focuses on cultural practices that have formed in response to practices within mainstream consumer culture. The cooks interviewed argued that their practice is rooted in traditions that precede consumer culture.