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This paper aims to explore the inverse consumer socialization processes, differences in technology adoption and changes in extended family dynamics occurring between adult children and their middle-aged and elderly parents when technology is consumed.

Six focus groups, segmented into parents (50 to 75 years old) and adult children (18 to 35 years old) and grouped by gender and marital status, were conducted. Research questions examined consumption patterns, technology use, family structure and interactions between parents and adult children when consuming technology.

This study acknowledges different levels of technology adoption coexisting in extended families between adult children, who act as influencers, and their parents, who model their technology consumption after them. It further reveals a limited inverse consumer socialization process, as parents’ resistance to change hinders them from acquiring from their adult children significant knowledge, skills and attitudes regarding new technologies. This process is complicated by frustrations resulting from the parents’ limited ability to learn new technologies and their children’s lack of knowledge regarding andragogy (the art and science of teaching adult learners). Finally, this study reveals intergenerational alterations in extended family dynamics as aging parents depend on their adult children for their expertise with technology and children gain authority in an asymmetrical, two-way process.

This research reveals important limits in the inverse socialization process into technology between adult children and their parents, with attention to its effects on families and society.

This paper aims to investigate the dynamics of ephemerality within consumer tribes by conceptualizing how tribes constitute, disperse and reconstitute. Building upon assemblage thinking, a philosophical approach that redistributes agency from the subject to a web of interconnected human–material actants, this paper shows that tribes manifest via hybrid assemblages of people, things and ideas.

Insights are drawn from a three-year assemblage-oriented ethnographic study of a salsa-dancing tribe, specifically their ephemeral gatherings across multiple sites without hierarchical organization. Methods include observations as a consumer–participant, producer–participant and in-depth interviewing.

Introduces a framework documenting how tribes disperse temporarily and reconstitute via a dual process of ascription and distribution. Tribes reconstitute when consumers reproduce an assemblage that effectively overcomes a meshwork of practical challenges. Consumers ascribe to the standards of the tribe while, alternatively, tribes distribute the assemblage beyond the immediate group.

Conceptualizes the socio-technical dynamics that tribes mobilize to disassemble and reassemble through ephemeral gatherings. Proposes a framework on hybrid interdependencies, including not only participants but also techniques, devices and sites.

While previous research shows that tribes can collapse, the authors propose that marketers can intervene to foster long-term resilience. As tribes disperse, consumer and marketing efforts operate at different temporal sequences to enable tribal reconstitutions.

Contributes to the literature on consumer tribes by theorizing ephemerality per ascription and distribution mechanisms.

This research aims to explore how female immigrants use consumption to challenge and support their husband's position within the context of their patriarchal bargain.

The sample group (n = 20) consisted of ten first-generation Nigerian immigrant married couples living in Britain, who were interviewed together, with the married female then re-interviewed separately.

This paper demonstrates how women transition from being a wife in a consanguine family in Nigeria, which they describe as patriarchal, to becoming one within a nuclear family in the UK, a society to which they attribute gender equality. Nigerian immigrant women alter their ways of thinking and consuming, with implications to their agency and empowerment. In particular, consumption choices demonstrated the limits of these women’s willingness to challenge their patriarchal bargain and instead often colluded with their husbands to maintain his position as the head of the family.

Immigrant women should not be seen as passive receptors of their male partner’s wishes or demands, but instead active participators in purchasing and consumption decisions. Although marketing encourages direct targeting of customers, this approach raises a number of ethical issues for female African immigrants.

Previous research on the consumption behaviour of immigrants is limited in scope and tends to focus on male immigrants, with female immigrants either invisible or stereotyped. Compounding this problem are disciplinary, geographical and linguistic barriers that hinder social scientists' research into the consumption of female migration. This paper works to address these omissions.

This paper aims to examine the nature of market politics in a Latino/a community in Southern California, USA.

Research methods combine orignial ethnographic and historical work with secondary sources on marketing and political activities in their relation to consumption.

Findings highlight conflicts brought about by the burgeoning development of the consumer market for Mexican immigrants in the area, as proponents of conventional industrial and residential development projects clash with Latino/a consumers, Latino/a and Asian buisnessmen and women, and community activists.

A partial view of Latino community is provided that stems from the treatment of consumer culture as fragmented, contradictory, and increasingly mediated by marketing activity and social relations.

Implications strive to re‐imagine Latino/a community and develop policy directives by considering the place of consumption, labor, and capital, and by taking into account the fluid nature of identity, the porous and dynamic bounds of community, and in/formal structures of political power.

This research contributes to our understanding of social relations between mainstream and minority groups as played out in marketing activity and consumer culture. It should prove valuable to academics, policy analysts, and community activists.

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

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.

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.

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.

The notion of “boundary” is central in both consumer acculturation research and migrants’ daily experience within and beyond the market. Yet, scholars have rarely questioned this concept and thus made it a taken for granted that conceals more than it reveals. Our study aims at moving from the etic notion of boundary we use as consumer acculturation scholars to an emic notion of boundaries, here grounded on an ethnographic inquiry of Moroccan mothers and daughters in France. This chapter shows that (1) the notion of boundary is much more articulated than expected, since migrants may use up to five different typologies of boundaries (national, ethnic, religious, biographical, and generational) in order to organize their experience; (2) first and second generations tend to attribute different meanings to these boundaries; and (3) boundaries represent problematic conceptual references in migrants’ life, which ask for specific coping strategies (crossing the borders, melting the borders, and pushing the borders). Overall, this chapter provides a more sensitive, blurred, and critical representation of boundaries, which – we hope – will stimulate sounder acculturation research. With reference to the limitations of our work, while we identify the variety and interpretive heterogeneity of boundaries migrants use to frame their experience, we limitedly address how such boundaries are performed.

This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”.

The approach takes the form of a conceptual integration of core concepts in S‐D logic, markets, and marketing.

This special section provides insight into the complexity of markets by investigating markets as configurations and systems and how value propositions drive value co‐creation.

This introduction to the special section integrates individual contributions toward advancing S‐D logic and suggests that additional research in this area will help to develop a general theory of markets and marketing.

The overview of this special section provides insight into how the development of a positive theory of the market(s) will help to further advance normative marketing theories and practice.

This overview of the special section integrates multiple perspectives on complex, dynamic systems and discusses their contributions to the development of an S‐D logic‐based theory of the market.

Purpose – In the context of international human mobility and common personal life transformations, this article focuses on the impact of such transformations on emotional attachment to places of origin.

Design/methodology/approach – A combination of phenomenological interviews with 13 Latin American migrants living in Belgium, and poetry composition by the author.

Findings – Drawing on this empirical work, the article illustrates (i) how, after many years of successful international mobility, some migrants still experience, occasionally and with different intensities, a desire to return home – homecoming tendencies; and (ii) how consumption-related activities support consumers in nourishing these personal returning tendencies, therefore enabling them to avoid disappearing from view in the territories from which they departed.

Originality/value – The notion of homecoming tendencies contrasts with that of home maintenance, by demonstrating how preserving one's home in departure lands is also a matter of caring, commitment, and contributing back home. Such gestures are inextricably linked with consumption-related activities such as housing decisions, the adoption and export of cultural ideas, traveling, working, celebrating, all in departure contexts. These activities often involve current inhabitants of those territories, such as local designers, constructors, tourism services providers, colleagues, students, and family members.

Considers the pluralistic cultures which exist within a nation and outlines the history of previous research into this field. Introduces the concept of embeddedness which means that the society within which a person lives will influence their behaviour. Discusses intracultural differences and presents some research strategies for looking at the ethnic consumer.