Previous Events
2023-2024
April 5th, 2024, 12:00 – 1:30 PM (at Loyola University Chicago)
Playing with Hope: Advertising Ethics in the Cancer Treatment Market
Furkan Adem Guven, University of Illinois Chicago, Lez Trujillo Torres, University of Illinois Chicago
Hope, as the driving force behind the healthcare market, has been extensively utilized by market actors to motivate patients to desire, choose, and complete medical treatments and therapies. While hope incentivizes consumers to think and act in specific ways, its use in advertising also gives rise to various ethical concerns. In this study, we explore these ethical considerations by analyzing archival data comprising cancer treatment advertisements in newspapers and magazines spanning from 1970 to 2020. We show various ways in which hope is (re)produced across different historical periods in cancer advertisements, and how these manifestations aim to (re)orient consumer knowledge and behavior. Our study contributes to a better understanding of emotions and also the use of hope as a method in markets as introduced by Miyazaki (2004).
March 1st, 2024, 12:00 – 1:30 PM (on Zoom)
Deciphering the Cultural Mechanism Behind Short Video Consumption in County-Level Towns in China: Do Theories of Status Emulation Still Hold True in the Era of Social Media Commerce?
Jing Huang, Brandeis University (Sociology)
In the emerging market of small-town China, situated in the middle ground between urban and rural social spaces, urbanization has transformed residents’ lifestyles. With the prevalence of short video platforms, these consumers now have access to diverse content showcasing various lifestyle models embedded in different consumer culture contexts, including rural, urban, and global settings. Grounded in theories of status emulation, which posit that each class emulates the consumption habits of the class above them to enhance social status, this mixed-methods research uses online ethnography and survey methods to investigate how culturally embedded content (rural, urban, and global content) on short video platforms contributes to small-town residents’ status constructions and consumer aspirations.
The research collected 675 valid questionnaires from residents in county-level towns across three underprivileged provinces in China. The data were analyzed through structural equation modeling (SEM). Findings revealed a close relationship between participants’ attitudes toward urban and global content and their preference for prestigious content. Urban content demonstrated a stronger association with consumers’ emulation and purchase intentions compared to global content. Moreover, due to its ordinary and down-to-earth characteristics, rural content can also stimulate emulation and purchase intentions, complicating the theory of status emulation.
This study explores the sociocultural meanings of short video content while illustrating how emerging consumer technologies interact with established social hierarchies to shape consumer cultures, thereby influencing consumer outcomes. The discussion underscores that the meanings of consumer cultural expressions are context-specific, contingent on the social positions of objects in both national and global spaces.
Feb 8th, 2024, 12:00 – 1:30 PM (at Loyola University Chicago )
All the News that’s fit to capitalize: Person-brands and the Dynamics of Market Creation in Online Journalism
Ashlee Humpreys, Northwestern University
How do person-brands shape early markets? In an ethnographic study of the early online news market, the authors find that person-brands shape norms, values, and practices in early markets by crafting a unique organizational identity, cultivating founding myths, and building resonance with early followers. While prior research in marketing has noted the social embeddedness of person-brands, the authors show person-brands mobilize their social and cultural capital across the field to structure norms, values, and practices in a market, yielding valuable resources that benefit their firms. These findings yield insights to managers as to how to manage the organizational identity, founding myths, and audience resonance built by person-brands at an early stage in order to carry it forward as the market further develops. With co-author Gillian Brooks, Kings College London
Dec 1st, 2023, 12:00 – 1:30 PM (at Loyola University Chicago )
The Cultural Negotiation of Practice Categories: The Case of Self-Care Rituals
Ela Veresiu, York University
Project with Rachel Hochstein and Colleen Harmeling
Certain practice categories have clearly defined cultural scripts that specify their associated network of culturally accepted consumption practices. What happens when consumers have multiple, competing cultural scripts available to choose from when engaging with a practice category? An analysis of self-care consumption reveals that consumers’ choice of self-care practices is market-mediated and influenced by four competing cultural scripts: the hygienic, productive, holistic, and indulgent. These self-care consumption scripts often conflict, and based on the diverse social roles consumers take on, create tensions between the enacted and culturally scripted self. To counter these tensions and protect themselves from external judgement, consumers either denounce the personal self-care rituals of others, position their personal self-care rituals in relation to the others, or integrate the personal self-care rituals of others into their own. Each of these options may influence whether particular self-care consumption practices are considered within the boundaries of a practice category. These findings advance work on consumption practices and rituals by specifying how consumers negotiate the boundaries of market-mediated practice categories when competing cultural scripts exist.
Oct 6th, 2023, 12:00 – 1:30 PM (on Zoom)
Et Tu, Brute? Unraveling The Puzzle of Deception and Broken Trust in Close Relations
Kent Grayson, Northwestern University
In this presentation, Kent will discuss a theoretical article he recently co-authored (with David Shulman) on deception in close relationships. The article provides a constructively critical perspective on two sociological theories: embeddedness theory and relational work theory. During the presentation, Kent will introduce and summarize these two theories, and will run through his article’s main points. He is also hoping to brainstorm with those attending about how (or if) any of the article’s ideas could be applied in more of a consumer-behavior context.
2022-2023
May 5th, 2023, 12:00 – 1:30 PM (on Zoom)
My friend the dietician: Social media, postfeminist digital entrepreneurship, and eating disorder recovery
Allison Grady, North Central College, Carly Drake, North Central College
In this study, we examine the potential of medical professionals to (re)shape discourses surrounding health and fitness on social media. Specifically, we ask (1) how registered dietitians (RDs) communicate with sportswomen in eating disorder (ED) recovery on Instagram, and (2) how this practice implicates RDs’ entrepreneurial strategies in a cultural that demands the near-constant task of online self-branding. To answer these questions, we conducted a critical visual content analysis of RDs’ Instagram posts targeting sportswomen in ED recovery. We find that Instagram’s RDs present sportswomen with “recovery lite” – a depoliticized, watered-down version of ED treatment resting on three pillars. First, RDs cultivate “girlfriendship” with sportswomen using a variety of technological and rhetorical tools ranging from friendly emojis to compelling confessions. Such girlfriendship offers sportswomen a false sense of community bolstered by the normalization of shame surrounding EDs. Second, we observe the use of oversimplified science couched in a “trust me, I’m a dietitian” tone that leaves room for misinterpretation and misapplication. Third, RDs uphold and benefit from the hierarchies that dictate what we know to be “good” and “bad” foods and bodies. The outcome is a social-media-savvy form of entrepreneurship that does little to challenge ED symptomology. Our findings underscore the tension that emerges when medical professionals share their expertise on social media, providing an opportunity to reflect on best practices in communicating complex health information in spaces that prioritize and reward simplicity.
Feb 3rd, 2023, 12:00 – 1:30
Beneath the Surface: Identifying Consumption Work Underlying Consumption Journeys
Dr. Tonya Williams Bradford, University of California Irvine
The business rationale for maintaining brand loyalty is unassailable, yet the constructs researchers use to theorize and empirically analyze brand loyalty reveal only part of the mysteries that underlie consumer preferences and purchases over time. While consumer-brand relationships, customer journeys, and consumer journeys offer a more nuanced and complete understanding of brand loyalty, they do not yet capture how consumers navigate product and service complements, competitors, and substitutes as they enact their consumption journeys. Research at the intersection of brand loyalty, consumer-brand relationships, and consumption journeys has the potential to reveal these complexities and illuminate the effort consumers devote to their consumption journeys. Through a longitudinal ethnographic study, we explore the effort required to maintain consumption journeys and identify four types of consumption work that undergird those journeys: knitting, bridging, testing, and roaming. We argue that the consumption work required in support of consumption journeys has to-date been largely invisible thereby masking important elements of consumer-brand relationships and the consumption journeys in which they are embedded that result in brand loyalty.
Tonya was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
Nov 4th, 2022, 12:00 – 1:30
War and Peace and Consumer Well-Being
Alan Malter, University of Illinois Chicago, Clifford Schulz, Loyola University Chicago, Jose Antonio Rosa, Iowa State University
In preparation for a special issue in JPP&M that they are coediting on War and Peace and Consumer Wellbeing, the team will present an overview of research on the contribution of marketing and public policy to the promotion of peace and consumer well-being, introduce the special issue, highlight key issues in the call for papers (submissions due in March 2023), and lead a general discussion on the path forward.
Oct 7, 2022
Stories We Play By: Solidarity through Ludic Publics
Nitisha Tomar and Amber Epp, University of Wisconsin
Theories of play in consumer research have characterized play as an unserious and indulgent activity. On the other hand, theories on public sphere – spaces of civic dialogue to deliberate on societal issues – have understudied playful consumption spaces as critical arenas for diverse identities to practice public dialogue. Our study addresses these gaps by proposing a theory of playful communal engagement via the concept of ‘Ludic Publics’. Ludic publics are consumption sites that enable conditions for communicative interaction across social differences through the ritual of play. We study one such cultural site of playful engagement – story slams. These are storytelling competitions wherein participants compete by telling personal stories. Slam culture has had historical roots in representing, via performance and play, diverse racial and ethnic identities to encourage solidarity across differences and refigure political values. With time, marketplace institutions have co-opted such traditional cultural art forms like slam, affecting their egalitarian ideology. Our study aims to critically approach such marketized contexts of play. We anticipate that our study will contribute to consumer research on communal consumption by offering a critical analysis of playful communal consumption spaces, i.e., how they can inform egalitarian initiatives and also lead to tensions due to possible commodification of diversity representation. Our study also aims to have practical implications so as to provide a vocabulary for practitioners to approach such instances of play cultures, especially given the gamut of gamification of aesthetic and cultural practices, in constructive ways.
2021-2022
Nov 5th, 2021, 12:00 – 1:30
The Impact of Public Discourse on Charitable Giving
Lez Trujillo Torres, University of Illinois Chicago, Yingting Wen, ESSEC Business School, Akon Ekpo Quinlan School of Business at Loyola University Chicago, Benét DeBerry-Spence, University of Illinois Chicago
This research investigates the influence of public discourse on charitable giving and how this relationship evolves over time. The context of our study is the United States charitable marketplace, the largest philanthropic market in the world, in the time period 1991-2015. Our findings reveal that public discourse by way of news coverage produced the most impactful influence on charitable donations, over the impact of advertising, public opinion, and fundraising expenses. We contribute to a growing literature devoted to understanding what influences monetary contributions to nonprofit organizations that address pressing societal issues.
The Impact of Public Discourse on Charitable Giving
Lez Trujillo Torres, University of Illinois Chicago, Yingting Wen, ESSEC Business School, Akon Ekpo Quinlan School of Business at Loyola University Chicago, Benét DeBerry-Spence, University of Illinois Chicago
This research investigates the influence of public discourse on charitable giving and how this relationship evolves over time. The context of our study is the United States charitable marketplace, the largest philanthropic market in the world, in the time period 1991-2015. Our findings reveal that public discourse by way of news coverage produced the most impactful influence on charitable donations, over the impact of advertising, public opinion, and fundraising expenses. We contribute to a growing literature devoted to understanding what influences monetary contributions to nonprofit organizations that address pressing societal issues.
Feb 4th, 2022, 12:00 – 1:30
The Role of News Images in Disaster Rebuilding: Framing Vulnerability as a Political Issue
Katherine C. Sredl, Loyola University of Chicago
Consumer research and transformative consumer research approach natural disaster as an opportunity for rebuilding structures with reduced consumer vulnerability (Baker 2005, 2009). Using a content analysis of news images of an earthquake in Banovina, Croatia in 2021, and depth interviews and participant observation with NGO workers and survivors, this research finds that news images, as external forces, reduce survivor vulnerability and facilitate NGO institutional work in recovery. They do so by framing these groups as part of a valorized social order worth saving. Images also frame government reconstruction after the last disaster, war, as a factor in earthquake destruction. Thus, the images contribute to a public discourse which not only disrupts institutional forces that might rebuild vulnerability during reconstruction, but also facilitates the institutional work of NGOs.
The Role of News Images in Disaster Rebuilding: Framing Vulnerability as a Political Issue
Katherine C. Sredl, Loyola University of Chicago
Consumer research and transformative consumer research approach natural disaster as an opportunity for rebuilding structures with reduced consumer vulnerability (Baker 2005, 2009). Using a content analysis of news images of an earthquake in Banovina, Croatia in 2021, and depth interviews and participant observation with NGO workers and survivors, this research finds that news images, as external forces, reduce survivor vulnerability and facilitate NGO institutional work in recovery. They do so by framing these groups as part of a valorized social order worth saving. Images also frame government reconstruction after the last disaster, war, as a factor in earthquake destruction. Thus, the images contribute to a public discourse which not only disrupts institutional forces that might rebuild vulnerability during reconstruction, but also facilitates the institutional work of NGOs.
March 4th, 2022, 12:00 – 1:30
Expanding Research on Relational Gifting
Michelle Weinberger, Northwestern University, Ernest Baskin, St.Joseph’s, Kunter Gunasti, Washington State
In this conceptual paper, we call for and begin to develop a more holistic understanding of the gift experience in relational gifting. An abundance of gift research focuses on givers selecting and recipients reacting to gifts. But gifts live on in people’s lives. After they are selected, wrapped, and opened, they go home with the recipients. While not all gifts are beloved, sacralized or even remembered, the conditions under which gifts are or aren’t and their long-term impact on the recipient, relationship, and social fabric are intriguing, important, and deserve scholarly attention. We conceptualize the extended gift experience at the micro, meso, and macro levels. We focus first on a singular gift received, mapping how the gift experience might evolve including the activities done with the gift, the materiality of the gift, meanings surrounding it, the ways the context impacts this evolution, and its effects. Second, we theorize multiple gift experiences, considering the cumulative impact of gifts given, received, and experienced over time. Finally, we consider the network of gifts experienced calling attention to how gifting is shaped by and shapes the social fabric. By conceptualizing the extended gift experience in relational gifting, we aim to map out new terrain for gift research.
Expanding Research on Relational Gifting
Michelle Weinberger, Northwestern University, Ernest Baskin, St.Joseph’s, Kunter Gunasti, Washington State
In this conceptual paper, we call for and begin to develop a more holistic understanding of the gift experience in relational gifting. An abundance of gift research focuses on givers selecting and recipients reacting to gifts. But gifts live on in people’s lives. After they are selected, wrapped, and opened, they go home with the recipients. While not all gifts are beloved, sacralized or even remembered, the conditions under which gifts are or aren’t and their long-term impact on the recipient, relationship, and social fabric are intriguing, important, and deserve scholarly attention. We conceptualize the extended gift experience at the micro, meso, and macro levels. We focus first on a singular gift received, mapping how the gift experience might evolve including the activities done with the gift, the materiality of the gift, meanings surrounding it, the ways the context impacts this evolution, and its effects. Second, we theorize multiple gift experiences, considering the cumulative impact of gifts given, received, and experienced over time. Finally, we consider the network of gifts experienced calling attention to how gifting is shaped by and shapes the social fabric. By conceptualizing the extended gift experience in relational gifting, we aim to map out new terrain for gift research.
April 1, 2022, 12:00 – 1:30
Losing Touch: Exploring the Shopping Experience During the COVID-19 Pandemic
Joy Shields, Cristel Russell, and Clark Johnson, Pepperdine University, Joann Peck, University of Wisconsin-Madison
Touch is a vital component of consumers’ in-store shopping experience. Drawing on a phenomenological perspective, the paper explores how consumers coped with the limitations of touching products in their shopping experiences during the COVID-19 pandemic. Combining data from semi-structured interviews, some utilizing autodriving with visual stimuli depicting shopping situations to guide the exchange, field observations, and surveys, the research identifies how consumers reacted to and coped with the loss of touch.
Losing Touch: Exploring the Shopping Experience During the COVID-19 Pandemic
Joy Shields, Cristel Russell, and Clark Johnson, Pepperdine University, Joann Peck, University of Wisconsin-Madison
Touch is a vital component of consumers’ in-store shopping experience. Drawing on a phenomenological perspective, the paper explores how consumers coped with the limitations of touching products in their shopping experiences during the COVID-19 pandemic. Combining data from semi-structured interviews, some utilizing autodriving with visual stimuli depicting shopping situations to guide the exchange, field observations, and surveys, the research identifies how consumers reacted to and coped with the loss of touch.
May 6th, 2022, 12:00 – 1:30
Involuntary Consumption: Explorations into the Experience of No-Choice-But-To-Consume
Ulrike Gretzel, University of Southern California, Rebecca Scott, Cardiff Business School
This research investigates consumers’ embodied experiences of having no-choice-but-to-consume. Based on ethnographic research conducted in the context of electromagnetic hypersensitive consumers, we find that involuntary consumption has five dimensions which create and reinforce three layers of suffering. By highlighting the complexity of involuntary consumption and its negative consequences, we complement existing conceptualizations of limitations to free choice.
Involuntary Consumption: Explorations into the Experience of No-Choice-But-To-Consume
Ulrike Gretzel, University of Southern California, Rebecca Scott, Cardiff Business School
This research investigates consumers’ embodied experiences of having no-choice-but-to-consume. Based on ethnographic research conducted in the context of electromagnetic hypersensitive consumers, we find that involuntary consumption has five dimensions which create and reinforce three layers of suffering. By highlighting the complexity of involuntary consumption and its negative consequences, we complement existing conceptualizations of limitations to free choice.
2020-2021
Nov 6th, 2020
Making the Mass White: How Racial Segregation Shaped Consumer Segmentation
Marcel Rosa-Salas, Department of Marketing, University of Illinois, Chicago
In “Making the Mass White: How Racial Segregation Shaped Consumer Segmentation” cultural anthropologist Marcel Rosa-Salas will offer insight into the American marketing industry’s ongoing role in producing racial ideas. By contextualizing developments in race-based consumer segmentation from the early twentieth century to the present day. Marcel will show how racial ideologies continue to play a central role in how marketing and advertising professionals theorize about the identities of American consumers.
Making the Mass White: How Racial Segregation Shaped Consumer Segmentation
Marcel Rosa-Salas, Department of Marketing, University of Illinois, Chicago
In “Making the Mass White: How Racial Segregation Shaped Consumer Segmentation” cultural anthropologist Marcel Rosa-Salas will offer insight into the American marketing industry’s ongoing role in producing racial ideas. By contextualizing developments in race-based consumer segmentation from the early twentieth century to the present day. Marcel will show how racial ideologies continue to play a central role in how marketing and advertising professionals theorize about the identities of American consumers.
Dec 4th, 2020, 12:00 – 1:30
Neighborhood Sociality and the Departure of the Marketer
Alex Mitchell, Cal Poly Pomona, Meredith Rhoads Thomas, Florida State, Al Muñiz, DePaul University
This research explores the way neighborhood builder/developers, along with a range of community actors, create and maintain unique forms of sociality throughout the neighborhood development process. Neighborhoods are a compelling and understudied intersection of marketing and consumer behavior, offering insights into important dimensions of market realities. One facet of neighborhood creation is that while builders and developers (i.e. the marketers) hold the central role in early stages of development, over time their involvement diminishes and eventually ends altogether. This type of marketer exit is undertheorized in marketing and consumer research, despite its obvious impact on consumers’ experiences. Through an inductive study of four planned neighborhoods in two distinct geographies, we develop an analysis of neighborhood sociality creation and formation as a polyvocal process linked with distinct social mechanisms. Drawing from perspectives in organizational sociology, we find that marketers work in conjunction with other actors to imprint unique and enduring forms of neighborhood sociality. The research findings contribute to our collective understanding of brand survival and change in contexts in which the marketer’s role diminishes and eventually ends. The article concludes with implications of the findings for branding and future studies on neighborhood contexts.
Neighborhood Sociality and the Departure of the Marketer
Alex Mitchell, Cal Poly Pomona, Meredith Rhoads Thomas, Florida State, Al Muñiz, DePaul University
This research explores the way neighborhood builder/developers, along with a range of community actors, create and maintain unique forms of sociality throughout the neighborhood development process. Neighborhoods are a compelling and understudied intersection of marketing and consumer behavior, offering insights into important dimensions of market realities. One facet of neighborhood creation is that while builders and developers (i.e. the marketers) hold the central role in early stages of development, over time their involvement diminishes and eventually ends altogether. This type of marketer exit is undertheorized in marketing and consumer research, despite its obvious impact on consumers’ experiences. Through an inductive study of four planned neighborhoods in two distinct geographies, we develop an analysis of neighborhood sociality creation and formation as a polyvocal process linked with distinct social mechanisms. Drawing from perspectives in organizational sociology, we find that marketers work in conjunction with other actors to imprint unique and enduring forms of neighborhood sociality. The research findings contribute to our collective understanding of brand survival and change in contexts in which the marketer’s role diminishes and eventually ends. The article concludes with implications of the findings for branding and future studies on neighborhood contexts.
Feb 5th, 2021, 12:00 – 1:30
How Gamification Creates Value
Colin Campbell, University of San Diego, Sean Sands, Swinburne University, Hope Schau, University of Arizona, Benoit LeCat, Cal Poly San Luis Obisbo
Marketers are increasingly gamifying purchase and consumption experiences, particularly online and in apps. Despite this popularity, relatively little is known about the different ways an experience can be gamified, or the mechanisms through which gamification affects consumers. In this paper, we develop conceptual understanding of gamification through a series of interviews with ultra-high net worth individuals (net worth of $30m plus) who have a passion for luxury wine. They share with us over 40 distinct consumption journeys. We analyze this data through qualitative analysis, coding the data and distilling thematic patterns. It might be expected that due to their wealth these individuals seek to increase ease and comfort. Instead, we observe that when purchasing fine wine ultra-high net worth individuals eschew settings that reduce risk and difficulty, instead leaning into challenge and intricacy. We find that a gamified purchase process creates value by building agency and ownership within the consumption journey, generating enduring stories, and paradoxically escalating engagement while also limiting consumption. In addition to developing understanding of gamification, our findings suggest value in creating roadblock, potholes, and detours in the consumption journey.
How Gamification Creates Value
Colin Campbell, University of San Diego, Sean Sands, Swinburne University, Hope Schau, University of Arizona, Benoit LeCat, Cal Poly San Luis Obisbo
Marketers are increasingly gamifying purchase and consumption experiences, particularly online and in apps. Despite this popularity, relatively little is known about the different ways an experience can be gamified, or the mechanisms through which gamification affects consumers. In this paper, we develop conceptual understanding of gamification through a series of interviews with ultra-high net worth individuals (net worth of $30m plus) who have a passion for luxury wine. They share with us over 40 distinct consumption journeys. We analyze this data through qualitative analysis, coding the data and distilling thematic patterns. It might be expected that due to their wealth these individuals seek to increase ease and comfort. Instead, we observe that when purchasing fine wine ultra-high net worth individuals eschew settings that reduce risk and difficulty, instead leaning into challenge and intricacy. We find that a gamified purchase process creates value by building agency and ownership within the consumption journey, generating enduring stories, and paradoxically escalating engagement while also limiting consumption. In addition to developing understanding of gamification, our findings suggest value in creating roadblock, potholes, and detours in the consumption journey.
March 5th, 2021, 12:00 -1:30
More Gamer, Less Girl: The Cultural Production of Masculine Dominance
Jenna Drenten, Loyola Chicago, Robert Harrison, Western Michigan, Nicholas Pendarvis, California State – LA
Women in the gaming subculture have reached near parity in statistical representation, relative to men. However, a culture of male dominance persists. Extending consumer research on gender inequality, this study offers an understanding of the complex dynamics of socially constructed gendered boundaries and how masculine dominance is produced in a consumption subculture. Utilizing tokenism as a novel conceptual lens for exploring the experience of female video gamers, this qualitative study outlines the process by which tokenism drives the social construction of gendered boundaries through boundary creation, boundary heightening, and boundary maintenance, which then function collectively to produce masculine dominance. Boundary creation works to weaponize a collective identity of gamer girls, boundary heightening works to exemplify pseudo-gender equality, and boundary maintenance works to control women’s opportunities for social mobility within the masculine field. To navigate socially constructed gendered boundaries, findings suggest that women employ five response enactments: self-policing, reprimanding, grandstanding, withdrawing, and acquiescing. The recursive relationship between the boundary construction process and response enactments is conceptualized at a meso-level by what we term maladaptive enculturation. Maladaptive enculturation captures the complex implications that response enactments have in terms of both combatting and upholding masculine dominance in gaming.
More Gamer, Less Girl: The Cultural Production of Masculine Dominance
Jenna Drenten, Loyola Chicago, Robert Harrison, Western Michigan, Nicholas Pendarvis, California State – LA
Women in the gaming subculture have reached near parity in statistical representation, relative to men. However, a culture of male dominance persists. Extending consumer research on gender inequality, this study offers an understanding of the complex dynamics of socially constructed gendered boundaries and how masculine dominance is produced in a consumption subculture. Utilizing tokenism as a novel conceptual lens for exploring the experience of female video gamers, this qualitative study outlines the process by which tokenism drives the social construction of gendered boundaries through boundary creation, boundary heightening, and boundary maintenance, which then function collectively to produce masculine dominance. Boundary creation works to weaponize a collective identity of gamer girls, boundary heightening works to exemplify pseudo-gender equality, and boundary maintenance works to control women’s opportunities for social mobility within the masculine field. To navigate socially constructed gendered boundaries, findings suggest that women employ five response enactments: self-policing, reprimanding, grandstanding, withdrawing, and acquiescing. The recursive relationship between the boundary construction process and response enactments is conceptualized at a meso-level by what we term maladaptive enculturation. Maladaptive enculturation captures the complex implications that response enactments have in terms of both combatting and upholding masculine dominance in gaming.
April 2nd, 2021, 12:00 – 1:30
Title Coming Soon
Ignacio Luri Rodriguez, DePaul University, Hope Schau, Arizona State, Bikram Ghosh, Arizona State
Abstract coming soon.
Title Coming Soon
Ignacio Luri Rodriguez, DePaul University, Hope Schau, Arizona State, Bikram Ghosh, Arizona State
Abstract coming soon.
May 7th, 2021, 12:00 – 1:30
Consumer Response to Brand Activism Claims in Ads During COVID-19 and BLM
Juan Mundel, School of Communications at DePaul University, >b> Jing Yang, Loyola Chicago
Abstract coming Soon.
Consumer Response to Brand Activism Claims in Ads During COVID-19 and BLM
Juan Mundel, School of Communications at DePaul University, >b> Jing Yang, Loyola Chicago
Abstract coming Soon.
2019-2020
Oct 4th, 2019, 12:00 – 1:30
Navigating the Complexities of Tiny Spaces
Marcus Phipps, Department of Marketing, University of Melbourne
From the romance of nature (Canniford and Shankar 2013) to the spectacle of fantasy retail (Kozinet et al. 2004, Maclaran and Brown 2005), a plenitude of space is seen as a way to enhance the overall consumption experience. This presentation investigates consumers who deliberately seek to limit their space. The tiny house movement is a social and architectural trend that advocates living simply in small spaces. Drawing from in-depth interviews with tiny home owners, blogs, and ethnographic notes from meet-ups and festivals, this research explores the unique emotional relationship of living in a very small space. Findings show how spatial constraints lead to a renegotiation of how household practices are traditionally organized. The private can become public, essentials deemed luxuries, and new emotional spaces are discovered both inside and outside of the household.
Navigating the Complexities of Tiny Spaces
Marcus Phipps, Department of Marketing, University of Melbourne
From the romance of nature (Canniford and Shankar 2013) to the spectacle of fantasy retail (Kozinet et al. 2004, Maclaran and Brown 2005), a plenitude of space is seen as a way to enhance the overall consumption experience. This presentation investigates consumers who deliberately seek to limit their space. The tiny house movement is a social and architectural trend that advocates living simply in small spaces. Drawing from in-depth interviews with tiny home owners, blogs, and ethnographic notes from meet-ups and festivals, this research explores the unique emotional relationship of living in a very small space. Findings show how spatial constraints lead to a renegotiation of how household practices are traditionally organized. The private can become public, essentials deemed luxuries, and new emotional spaces are discovered both inside and outside of the household.
November 1, 2019, 12:00 – 1:30
Practice theory in a context of macro-level change: back to school shopping in post-socialist Zagreb
Katherine Sredl, Marketing Department, Quinlan School of Business, Loyola University, Chicago
Prior consumer research on practice theory tends to look at individual habituation or misalignment of practices that are predictable. In addition, practices are often framed as an individual means to establish security after a change in routine, or as a means of performing taste and habitus. What happens to practices when the routines are mostly consistent but the macro-level socio-cultural and economic structures in which practices are practiced, changes? We explore that issue in this interpretive research in the context of back-to-school shopping in post-socialist Croatia. We do so by linking practices to social structures. This approach allows us to contribute to practice theory by exploring how consumers negotiate fluid tacit understandings to find ontological security in social practices, in a time of massive socio-cultural and economic change. The findings demonstrate that tacit knowledge and practices are gendered and that ontologies create and reproduce socially shared meanings related to status hierarchies and morals.
Paper with Jurica Pavicic, Ruzica Brecic Department of Marketing, Faculty of Economics and Business, University of Zagreb
Practice theory in a context of macro-level change: back to school shopping in post-socialist Zagreb
Katherine Sredl, Marketing Department, Quinlan School of Business, Loyola University, Chicago
Prior consumer research on practice theory tends to look at individual habituation or misalignment of practices that are predictable. In addition, practices are often framed as an individual means to establish security after a change in routine, or as a means of performing taste and habitus. What happens to practices when the routines are mostly consistent but the macro-level socio-cultural and economic structures in which practices are practiced, changes? We explore that issue in this interpretive research in the context of back-to-school shopping in post-socialist Croatia. We do so by linking practices to social structures. This approach allows us to contribute to practice theory by exploring how consumers negotiate fluid tacit understandings to find ontological security in social practices, in a time of massive socio-cultural and economic change. The findings demonstrate that tacit knowledge and practices are gendered and that ontologies create and reproduce socially shared meanings related to status hierarchies and morals.
Paper with Jurica Pavicic, Ruzica Brecic Department of Marketing, Faculty of Economics and Business, University of Zagreb
February 7th, 2020, 12:00 – 1:30
Title Practice Recovery: How Consumers Return to a Practice Under Changed Circumstances
Linda Price, Marketing Department, University of Oregon
We contribute to consumer practice theory by introducing and detailing the concept of consumer practice recovery. Practice theory literature and much past research addresses how practices are formed (Shove, Pantzar, and Watson 2012; Nicolini 2012) but doesn’t account for how consumers return to a former practice following a significant gap in that practice’s enactment during which meanings, competencies, and materiality may have shifted. Consumers often attempt to return to a practice that may have been interrupted for a variety of reasons. Practice recovery is the process consumers engage with when they attempt to return to a practice following a significant gap in its enactment. Through a series of in-depth and structured interviews with young adult consumers who are in the process of returning to bicycle commuting practices, we develop a model of the practice recovery process. We identify alignment gaps where risks of misalignment are elevated. Our findings inform how shifting context, identity, and inter-practice relations impacts the meaning, competency, materiality, practice goals, and teleoaffective structure of the practice. Better understanding the process of practice recovery offers managerial and policy insights into how to afford opportunities to facilitate practice recovery. Theoretically we open numerous areas for future research into practice recovery and especially around critical areas for misalignment risks Paper with Kivalina E. Grove Linda was selected as the 2019-2020 “Fly-In Speaker” by the C4 community.
Title Practice Recovery: How Consumers Return to a Practice Under Changed Circumstances
Linda Price, Marketing Department, University of Oregon
We contribute to consumer practice theory by introducing and detailing the concept of consumer practice recovery. Practice theory literature and much past research addresses how practices are formed (Shove, Pantzar, and Watson 2012; Nicolini 2012) but doesn’t account for how consumers return to a former practice following a significant gap in that practice’s enactment during which meanings, competencies, and materiality may have shifted. Consumers often attempt to return to a practice that may have been interrupted for a variety of reasons. Practice recovery is the process consumers engage with when they attempt to return to a practice following a significant gap in its enactment. Through a series of in-depth and structured interviews with young adult consumers who are in the process of returning to bicycle commuting practices, we develop a model of the practice recovery process. We identify alignment gaps where risks of misalignment are elevated. Our findings inform how shifting context, identity, and inter-practice relations impacts the meaning, competency, materiality, practice goals, and teleoaffective structure of the practice. Better understanding the process of practice recovery offers managerial and policy insights into how to afford opportunities to facilitate practice recovery. Theoretically we open numerous areas for future research into practice recovery and especially around critical areas for misalignment risks Paper with Kivalina E. Grove Linda was selected as the 2019-2020 “Fly-In Speaker” by the C4 community.
March 6, 2020, 12:00 – 1:30
Marketplace Access and the Legitimation of Multiracial Consumers
Samantha Cross, Marketing Department, College of Business, Iowa State University
This research explores the legitimation process of multiracial consumers in the marketplace, as these consumers gain recognition as a growing consumer segment. The authors examine the experiences of multiracial consumers and their family units as legal recognition transfers to marketplace legitimacy and societal acceptance. The researchers seek to understand how marketplace practices both frustrate and facilitate the burgeoning legitimacy of multiracial as a consumer category. Interviews with the adult female children of multiracial unions reveal that, in spite of earlier legal changes and more recent revisions to census policy, which gave way to fewer societal and marketplace barriers, longstanding power dynamics associated with race relations make such progressive emancipatory policies particularly complex for the multiracial consumer. While multiracial consumers may be members of the U.S. multicultural marketplace, their lived experiences, socialization processes and historical positioning within the ethno-racial structure in the U.S. make them different from others who share the same multicultural classification. Findings reveal key themes which are discussed through a legitimation process model that shows how, in this context, the established pillars of legitimacy (regulative, normative and cultural-cognitive) interrelate and build off of a 4th pillar, marketplace legitimacy. (With Co-authors: Robert L. Harrison and Kevin Thomas)
Marketplace Access and the Legitimation of Multiracial Consumers
Samantha Cross, Marketing Department, College of Business, Iowa State University
This research explores the legitimation process of multiracial consumers in the marketplace, as these consumers gain recognition as a growing consumer segment. The authors examine the experiences of multiracial consumers and their family units as legal recognition transfers to marketplace legitimacy and societal acceptance. The researchers seek to understand how marketplace practices both frustrate and facilitate the burgeoning legitimacy of multiracial as a consumer category. Interviews with the adult female children of multiracial unions reveal that, in spite of earlier legal changes and more recent revisions to census policy, which gave way to fewer societal and marketplace barriers, longstanding power dynamics associated with race relations make such progressive emancipatory policies particularly complex for the multiracial consumer. While multiracial consumers may be members of the U.S. multicultural marketplace, their lived experiences, socialization processes and historical positioning within the ethno-racial structure in the U.S. make them different from others who share the same multicultural classification. Findings reveal key themes which are discussed through a legitimation process model that shows how, in this context, the established pillars of legitimacy (regulative, normative and cultural-cognitive) interrelate and build off of a 4th pillar, marketplace legitimacy. (With Co-authors: Robert L. Harrison and Kevin Thomas)
April 3rd, 2020, 12:00 – 1:30
C4 Reading Group
Cancelled Due to Global Pandemic
C4 Reading Group
Cancelled Due to Global Pandemic
2018-2019
Nov 2nd, 2018, 12:00 – 1:30
A Cultural Trauma Model of Market Redevelopment: Finding “Purpose” to Address Poverty, Exclusion and Injustice
Stacey Menzel Baker, Department of Marketing and Management, Heider College of Business, Creighton University
Cultural trauma theory (CTT) Illuminates social responsibility and political action by revealing interactions between traumatic events, trauma narratives, social practices, and social structures. The theory posits that when collective trauma rises to the level of cultural trauma actions will be taken and resources will be garnered to relieve suffering. CTT is used as an analytical frame to discuss work in two impoverished neighborhoods over the last three years. Both neighborhoods are actively working to create a more just and inclusive experience within the broader metropolitan area; however, different development models guide efforts in the two neighborhoods. The presentation describes these models, and then offers insights related to the degree of social and material change noticed within the neighborhoods, the sustainability of the different development models, and the energy and perceived material and social wellbeing related to the efforts.
Stacey was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
A Cultural Trauma Model of Market Redevelopment: Finding “Purpose” to Address Poverty, Exclusion and Injustice
Stacey Menzel Baker, Department of Marketing and Management, Heider College of Business, Creighton University
Cultural trauma theory (CTT) Illuminates social responsibility and political action by revealing interactions between traumatic events, trauma narratives, social practices, and social structures. The theory posits that when collective trauma rises to the level of cultural trauma actions will be taken and resources will be garnered to relieve suffering. CTT is used as an analytical frame to discuss work in two impoverished neighborhoods over the last three years. Both neighborhoods are actively working to create a more just and inclusive experience within the broader metropolitan area; however, different development models guide efforts in the two neighborhoods. The presentation describes these models, and then offers insights related to the degree of social and material change noticed within the neighborhoods, the sustainability of the different development models, and the energy and perceived material and social wellbeing related to the efforts.
Stacey was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
February 1st, 2019, 12:00 – 1:30
Gender-Based Status Competition In The Gaming Subculture
Jenna Drenten, Marketing Department, Quinlan School of Business, Robert Harrison, Marketing Department, Western Michigan University, Nick Pendarvis, Marketing Department, California State University
Previous research focuses primarily on understanding status competition from the perspective of Bourdieu, specifically examining field-dependent status and cultural capital. However, Bourdieu’s focus on class-based status may fall short in fully capturing gendered experiences. To better explore how gender-based status competition, Jenna and her co-authors turn to the theoretical framing of tokenism, wherein a dominant group is under pressure to share privilege, power, or other desirable commodities with an excluded group. The purpose of Jenna’s presentation will be to explore how gender-based status competition manifests in a gendered consumption context, specifically in the subculture of video gaming which is culturally perceived as a masculine endeavor. Drawing on interviews with twenty-one female gamers, Jenna and her co-authors identify three ways in which women experience gender-based tokenism in gaming: 1) boundary heightening and isolation, 2) exacerbated pressures to perform, and 3) microaggressions. In contrast to Bourdieu, cultural capital is not enough to accrue field-dependent status in a gendered field given the emergence of gender-based status competition. Their findings suggest that gender-based status competition is driven by tokenism, which highlights the constraints to upward mobility in a gendered subculture.
Gender-Based Status Competition In The Gaming Subculture
Jenna Drenten, Marketing Department, Quinlan School of Business, Robert Harrison, Marketing Department, Western Michigan University, Nick Pendarvis, Marketing Department, California State University
Previous research focuses primarily on understanding status competition from the perspective of Bourdieu, specifically examining field-dependent status and cultural capital. However, Bourdieu’s focus on class-based status may fall short in fully capturing gendered experiences. To better explore how gender-based status competition, Jenna and her co-authors turn to the theoretical framing of tokenism, wherein a dominant group is under pressure to share privilege, power, or other desirable commodities with an excluded group. The purpose of Jenna’s presentation will be to explore how gender-based status competition manifests in a gendered consumption context, specifically in the subculture of video gaming which is culturally perceived as a masculine endeavor. Drawing on interviews with twenty-one female gamers, Jenna and her co-authors identify three ways in which women experience gender-based tokenism in gaming: 1) boundary heightening and isolation, 2) exacerbated pressures to perform, and 3) microaggressions. In contrast to Bourdieu, cultural capital is not enough to accrue field-dependent status in a gendered field given the emergence of gender-based status competition. Their findings suggest that gender-based status competition is driven by tokenism, which highlights the constraints to upward mobility in a gendered subculture.
L
March 1st, 2019, 12:00 – 1:30
Authenticity and Foreign Film Translations
Alan Malter, Department of Managerial Studies, University of Illinois Chicago
Authenticity and Foreign Film Translations
Alan Malter, Department of Managerial Studies, University of Illinois Chicago
April 5th, 2019, 12:00 – 1:30
Marketplace Tranquility
Cele Otnes, Hyewon Oh, Ravi Mehta, Marketing Department, College of Business, University of Illinois at Urbana-Champaign
Increasingly, consumers are turning to the marketplace for goods, services, and experiences that can enable them to experience what psychologists term “low-arousal positive” emotions (LAPs). However, the marketing strategy and consumer research literature typically focuses on consumers’ experiences of “high-arousal positive” emotions (HAPs) such as joy, surprise, and excitement. In this presentation, Cele and her co-authors will focus on practitioners’ understandings of a new construct that they call “marketplace tranquility.” Their initial conceptualization of this construct (which has progressed, and which Cele will discuss) is that marketplace tranquility is the delivery of offerings that enable consumers to experience “tranquility,” a LAP that is understood in the literature as synonymous with feelings of peace, calm, and serenity. Based on interviews with 31 practitioners who discuss 33 “tranquil” marketplace offerings, and framing their research around three goals for conceptual/empirical papers that MacInnis (2011), articulates, Cele will address the following questions: 1) What is marketplace tranquility? 2) What dimensions define this construct?; 3) What differentiates marketplace tranquility from other, related constructs? The presentation will focus primarily on Cele’s progress (with her co-authors) in defining marketplace tranquility, but will touch on the emergent “interesting” findings (a la Davis 1971, pertaining to RQs #2 and #3).
Marketplace Tranquility
Cele Otnes, Hyewon Oh, Ravi Mehta, Marketing Department, College of Business, University of Illinois at Urbana-Champaign
Increasingly, consumers are turning to the marketplace for goods, services, and experiences that can enable them to experience what psychologists term “low-arousal positive” emotions (LAPs). However, the marketing strategy and consumer research literature typically focuses on consumers’ experiences of “high-arousal positive” emotions (HAPs) such as joy, surprise, and excitement. In this presentation, Cele and her co-authors will focus on practitioners’ understandings of a new construct that they call “marketplace tranquility.” Their initial conceptualization of this construct (which has progressed, and which Cele will discuss) is that marketplace tranquility is the delivery of offerings that enable consumers to experience “tranquility,” a LAP that is understood in the literature as synonymous with feelings of peace, calm, and serenity. Based on interviews with 31 practitioners who discuss 33 “tranquil” marketplace offerings, and framing their research around three goals for conceptual/empirical papers that MacInnis (2011), articulates, Cele will address the following questions: 1) What is marketplace tranquility? 2) What dimensions define this construct?; 3) What differentiates marketplace tranquility from other, related constructs? The presentation will focus primarily on Cele’s progress (with her co-authors) in defining marketplace tranquility, but will touch on the emergent “interesting” findings (a la Davis 1971, pertaining to RQs #2 and #3).
May 3rd, 2019, 12:00 – 1:30
The hybrid cultural logic and experience of consumer funding
Andre Maciel, Marketing Department, University of Nebraska-Lincoln Michelle Weinberger, Integrated Marketing Communications Department, Medill, Northwestern University
Consumer funding is the process by which businesses raise funds from consumers so to improve their current offerings or create something that does not currently exist in the marketplace. It does not involve promises of financial gains or equity for those providing funds, being thus different from conventional forms of business funding such as bank loan and venture capital. It also does not focus on helping those in poverty, being therefore distinct from typical forms of micro-finance. With the advent of multiple Internet platforms of crowdfunding in the last decade, consumer funding became a growing economic form that remains undertheorized in the marketing literature, which has studied primarily business characteristics that increase the likelihood of successful fundraising. In this presentation, Andre and Michelle will take a sociocultural perspective to ask: What are the cultural logics and practices associated with the growing arena of consumer funding? And, sociologically, which power dynamics are embedded in this economic form? They find that consumer funding is located in a tenuous hybrid position between the market and moral economies, as the platforms that mediate this form of funding and entrepreneurs moralize their business endeavors. Meanwhile, consumers watch for signals of opportunistic behavior, easily switching from moral logics to market ones when businesses deviate from the moral logics and fail to deliver on their promises. In the end, this project details a previously unarticulated hybrid category between the market and moral economies.
The hybrid cultural logic and experience of consumer funding
Andre Maciel, Marketing Department, University of Nebraska-Lincoln Michelle Weinberger, Integrated Marketing Communications Department, Medill, Northwestern University
Consumer funding is the process by which businesses raise funds from consumers so to improve their current offerings or create something that does not currently exist in the marketplace. It does not involve promises of financial gains or equity for those providing funds, being thus different from conventional forms of business funding such as bank loan and venture capital. It also does not focus on helping those in poverty, being therefore distinct from typical forms of micro-finance. With the advent of multiple Internet platforms of crowdfunding in the last decade, consumer funding became a growing economic form that remains undertheorized in the marketing literature, which has studied primarily business characteristics that increase the likelihood of successful fundraising. In this presentation, Andre and Michelle will take a sociocultural perspective to ask: What are the cultural logics and practices associated with the growing arena of consumer funding? And, sociologically, which power dynamics are embedded in this economic form? They find that consumer funding is located in a tenuous hybrid position between the market and moral economies, as the platforms that mediate this form of funding and entrepreneurs moralize their business endeavors. Meanwhile, consumers watch for signals of opportunistic behavior, easily switching from moral logics to market ones when businesses deviate from the moral logics and fail to deliver on their promises. In the end, this project details a previously unarticulated hybrid category between the market and moral economies.
2017-2018
November 3rd, 2017, 12:00 – 1:130
[/] Meaning and Difference
Laura Oswald, Marketing Semiotics
For this session, Laura spoke about the broad paradigmatic significance of the slash joining/separating signifier and signified in semiotic theory. The [/] figure underlies the cognitive, discursive, and rhetorical dimensions of meaning production and provides rich terrain for exploring the fundamentals of semiotics, including code theory, binarism, the semiotic square and deconstruction. Theory elaboration formed the foundation for a discussion of the importance of semiotics for consumer research in areas such as strategy, cultural branding, multicultural marketing, and innovation.
[/] Meaning and Difference
Laura Oswald, Marketing Semiotics
For this session, Laura spoke about the broad paradigmatic significance of the slash joining/separating signifier and signified in semiotic theory. The [/] figure underlies the cognitive, discursive, and rhetorical dimensions of meaning production and provides rich terrain for exploring the fundamentals of semiotics, including code theory, binarism, the semiotic square and deconstruction. Theory elaboration formed the foundation for a discussion of the importance of semiotics for consumer research in areas such as strategy, cultural branding, multicultural marketing, and innovation.
February 2nd, 2018, 12:00 – 1:30
Jeitinho Brasileiro: Understanding Financial Vulnerability from a Cultural Perspective
Nancy Wong, School of Human Ecology, The University of Wisonsin-Madison
Building on the concept of social capital, Nancy discussed and explored the financial vulnerability phenomenon in Brazil from the perspective of Jeitinho Brasileiro, a way of getting things done by means of personal relationships widely used in a country that is characterized by institutional inefficiency. Analysis of 21 in-depth interviews provided a unique context in showing how this indigenous construct shapes marketplace and consumer practices creating a mutually reinforcing cycle of financial dependency and vulnerability. A socio-ecological framework highlighted how the interactions between personal characteristics (microsystem spheres) and marketplace practices and social structures (meso and macrosystem spheres) may lead individuals to experience or avoid financial vulnerability. In general, the way informants use their social capital shapes resistance against marketplace and financial management behaviors.
Jeitinho Brasileiro: Understanding Financial Vulnerability from a Cultural Perspective
Nancy Wong, School of Human Ecology, The University of Wisonsin-Madison
Building on the concept of social capital, Nancy discussed and explored the financial vulnerability phenomenon in Brazil from the perspective of Jeitinho Brasileiro, a way of getting things done by means of personal relationships widely used in a country that is characterized by institutional inefficiency. Analysis of 21 in-depth interviews provided a unique context in showing how this indigenous construct shapes marketplace and consumer practices creating a mutually reinforcing cycle of financial dependency and vulnerability. A socio-ecological framework highlighted how the interactions between personal characteristics (microsystem spheres) and marketplace practices and social structures (meso and macrosystem spheres) may lead individuals to experience or avoid financial vulnerability. In general, the way informants use their social capital shapes resistance against marketplace and financial management behaviors.
March 2nd, 2018, 12:00 – 1:30
Technological Innovation and Marketplace Sentiments in Market Legitimation
Laetitia Mimoun, Marketing Department, HEC Paris, Lez Trujillo Torres, Marketing Department, University of Illinois Chicago, Francesca Sobande, Edge Hill University Business School
For this discussion, Lez discussed her research (with Laetitia and Francesca) on legitimation. Legitimation is a key process in the creation, maintenance, and evolution of markets. However, scant attention has been provided to non-human actors, such as technology, in this process. Lez and her co-authors argue that technological innovation influences legitimation through the (re)production of marketplace sentiments, which refer to “emotional dispositions toward marketplace elements” that are “collective, enduring, and proactive” (Gopaldas 2014, 995). Based on a multi-method historical approach to examining Assisted Reproductive Technologies innovation, Lez argued that in markets based on high-failure and high-risk technologies, consumers and news media (re)produce marketplace sentiments. These sentiments, intertwined with temporality and materiality, influence the acceptability of discourses and the normative legitimation of the markets. Lez discussed how marketplace sentiments create an ambivalent context which aids scientific democratization, embracement of failure, discount of sacrifices, and deflection of risk by influencing the affective processing of innovation. This research contributes to the literature on marketplace sentiments by evidencing their role in dynamic and interrelated efforts of marketplace actors. It also advances the view of technology innovation as a sociocultural historical force which shapes legitimation, beyond its current conceptualization as a resource.
Technological Innovation and Marketplace Sentiments in Market Legitimation
Laetitia Mimoun, Marketing Department, HEC Paris, Lez Trujillo Torres, Marketing Department, University of Illinois Chicago, Francesca Sobande, Edge Hill University Business School
For this discussion, Lez discussed her research (with Laetitia and Francesca) on legitimation. Legitimation is a key process in the creation, maintenance, and evolution of markets. However, scant attention has been provided to non-human actors, such as technology, in this process. Lez and her co-authors argue that technological innovation influences legitimation through the (re)production of marketplace sentiments, which refer to “emotional dispositions toward marketplace elements” that are “collective, enduring, and proactive” (Gopaldas 2014, 995). Based on a multi-method historical approach to examining Assisted Reproductive Technologies innovation, Lez argued that in markets based on high-failure and high-risk technologies, consumers and news media (re)produce marketplace sentiments. These sentiments, intertwined with temporality and materiality, influence the acceptability of discourses and the normative legitimation of the markets. Lez discussed how marketplace sentiments create an ambivalent context which aids scientific democratization, embracement of failure, discount of sacrifices, and deflection of risk by influencing the affective processing of innovation. This research contributes to the literature on marketplace sentiments by evidencing their role in dynamic and interrelated efforts of marketplace actors. It also advances the view of technology innovation as a sociocultural historical force which shapes legitimation, beyond its current conceptualization as a resource.
April 6th, 2018, 12:00 – 1:30
Theorizing and Illuminating a Belonging Framework for Brand Communities
Robert A. Arias, University of Illinois, Champaign
Consumer research on belonging primarily focuses on how people fulfill their need to belong in the marketplace after confronting a belonging threat such as social exclusion. For this research presentation, Robert will demonstrate that linkages between consumption and belonging accomplish more than merely alleviating ostracism. This work (co-authored with Cele Otnes) investigates how individuals proactively leverage consumption activities to pursue belonging-related social outcomes through a longitudinal, eleven-month ethnographic study. As part of his presentation, Robert introduced a belonging framework (BF) for brand communities. Empirically, an ethnographic dataset of a college honors program supports his insights. He described the BF, delineate its critical elements, and offer theorization regarding how it manifests in a consumption domain. The framework 1) helps explain how individuals deliberately leverage consumption to facilitate belongingness pursuits; 2) illuminates a spectrum of belonging/consumption phenomena beyond threats to the need to belong; and 3) integrates extant and novel constructs rooted in psychological and sociological belonging research.
Theorizing and Illuminating a Belonging Framework for Brand Communities
Robert A. Arias, University of Illinois, Champaign
Consumer research on belonging primarily focuses on how people fulfill their need to belong in the marketplace after confronting a belonging threat such as social exclusion. For this research presentation, Robert will demonstrate that linkages between consumption and belonging accomplish more than merely alleviating ostracism. This work (co-authored with Cele Otnes) investigates how individuals proactively leverage consumption activities to pursue belonging-related social outcomes through a longitudinal, eleven-month ethnographic study. As part of his presentation, Robert introduced a belonging framework (BF) for brand communities. Empirically, an ethnographic dataset of a college honors program supports his insights. He described the BF, delineate its critical elements, and offer theorization regarding how it manifests in a consumption domain. The framework 1) helps explain how individuals deliberately leverage consumption to facilitate belongingness pursuits; 2) illuminates a spectrum of belonging/consumption phenomena beyond threats to the need to belong; and 3) integrates extant and novel constructs rooted in psychological and sociological belonging research.
May 4th, 2018, 12:00 – 1:30
Now You See Them, Now You Don’t: What Happens When Person Brands become Highly Visible Strategic Employees?
Marie-Agnès Parmentier, Department of Marketing, HEC Montréal
The phenomenon of turnover among the ranks of designers at luxury fashion houses has attracted much attention from the fashion press. Does it have something to teach marketing scholars? Drawing on Bourdieu’s field theory, Marie-Agnès argued that exploring the phenomenon of turnover among highly visible strategic employees (HVSEs) such as these designers provides an opportunity to expand our understanding of an important, yet under-studied marketing phenomena: person brands. While in recent years we have learned much about how such brands are built (e.g., Parmentier, Fischer and Reuber 2013; Sjöholm and Pasquinelli 2014), we know less about what happens when a person brand becomes the employee of an established firm with a well-recognized brand heritage. In this work (co-authored with Eileen Fischer), Marie-Agnès finds that while it may seem that turnover is costly and/or undesirable for both person brands and the firms that hire employees in highly visible strategic positions, rapid turnover may be happening because there are benefits to short term affiliations for both parties.
Marie-Agnès was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
Now You See Them, Now You Don’t: What Happens When Person Brands become Highly Visible Strategic Employees?
Marie-Agnès Parmentier, Department of Marketing, HEC Montréal
The phenomenon of turnover among the ranks of designers at luxury fashion houses has attracted much attention from the fashion press. Does it have something to teach marketing scholars? Drawing on Bourdieu’s field theory, Marie-Agnès argued that exploring the phenomenon of turnover among highly visible strategic employees (HVSEs) such as these designers provides an opportunity to expand our understanding of an important, yet under-studied marketing phenomena: person brands. While in recent years we have learned much about how such brands are built (e.g., Parmentier, Fischer and Reuber 2013; Sjöholm and Pasquinelli 2014), we know less about what happens when a person brand becomes the employee of an established firm with a well-recognized brand heritage. In this work (co-authored with Eileen Fischer), Marie-Agnès finds that while it may seem that turnover is costly and/or undesirable for both person brands and the firms that hire employees in highly visible strategic positions, rapid turnover may be happening because there are benefits to short term affiliations for both parties.
Marie-Agnès was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
2016-2017
October 7th, 2016, 12:00 – 1:30
Co-constructing Institutions One Brick at a Time: Appropriation and Deliberation on LEGO Ideas
Al Muñiz, Marketing Department, DePaul University, Hope Schau, Marketing Department, University of Arizona, Marie Taillard, Marketing Department, ESCP Europe – Paris
For this presentation, Al Muñiz will join us to discuss work he has been doing with Hope Schau and Marie Taillard. As technology has enabled the development of platforms on which contributors can exchange ideas, many firms have launched collaborative programs in which they encourage customers to contribute product ideas and other innovative inputs. While many firms understand the benefits of integrating external resources, there are significant challenges and obstacles. The institutional gap that exists between consumers and the brand or firm as an institution has been under-explored. Consumers and firms operate separately, are driven by different purposes and enact different practices. Moreover, both consumer communities and firms can evolve as they collaborate with each other, exhibiting new practices that can alter their relationship. The LEGO Group has reinforced their reputation as a leader in community building by inviting fans to contribute creativity via a platform on which fans can propose new models for production. In this presentation, Al will discuss the evolution of practices on the LEGO Ideas platform based on an analysis of conversations about platform rules and purposes. Using conversations and online posts as a source of data, Al and his colleagues explore the institutionalization process by analyzing the effects of participants’ posts on the overall evolution of practices of both firm and consumer. We found evidence of thirteen practices. Two were previously identified. Another, was similar to one previously identified. The others were new practices that we discerned in this context. Al will present evidence that the two institutions are evolving in opposite directions.
Co-constructing Institutions One Brick at a Time: Appropriation and Deliberation on LEGO Ideas
Al Muñiz, Marketing Department, DePaul University, Hope Schau, Marketing Department, University of Arizona, Marie Taillard, Marketing Department, ESCP Europe – Paris
For this presentation, Al Muñiz will join us to discuss work he has been doing with Hope Schau and Marie Taillard. As technology has enabled the development of platforms on which contributors can exchange ideas, many firms have launched collaborative programs in which they encourage customers to contribute product ideas and other innovative inputs. While many firms understand the benefits of integrating external resources, there are significant challenges and obstacles. The institutional gap that exists between consumers and the brand or firm as an institution has been under-explored. Consumers and firms operate separately, are driven by different purposes and enact different practices. Moreover, both consumer communities and firms can evolve as they collaborate with each other, exhibiting new practices that can alter their relationship. The LEGO Group has reinforced their reputation as a leader in community building by inviting fans to contribute creativity via a platform on which fans can propose new models for production. In this presentation, Al will discuss the evolution of practices on the LEGO Ideas platform based on an analysis of conversations about platform rules and purposes. Using conversations and online posts as a source of data, Al and his colleagues explore the institutionalization process by analyzing the effects of participants’ posts on the overall evolution of practices of both firm and consumer. We found evidence of thirteen practices. Two were previously identified. Another, was similar to one previously identified. The others were new practices that we discerned in this context. Al will present evidence that the two institutions are evolving in opposite directions.
November 4th, 2016, 12:00 – 1:130
Putting in face work: An exploration of how consumers manage social identity in the face of identity threat
Akon Ekpo, Department of Marketing, Rutgers University, Benet DeBerry-Spence, Marketing Department, University of Illinois at Chicago, Geraldine Rosa Henderson, Marketing Department, Loyola University
For this presentation, Akon will present a phenomenological inquiry into the lived experiences of marginalized consumers as they manage their social identity and its complexity through their use of marketplace navigation strategies. Akon (and her colleagues) investigate how consumers manage their social identities in the face of systematic identity threat and the consumption practices that ensue in response. During this presentation, Akon will discuss the patterns by which consumers attempt to democratize the marketplace through consumption and how institutional forces may work against these attempts.
Putting in face work: An exploration of how consumers manage social identity in the face of identity threat
Akon Ekpo, Department of Marketing, Rutgers University, Benet DeBerry-Spence, Marketing Department, University of Illinois at Chicago, Geraldine Rosa Henderson, Marketing Department, Loyola University
For this presentation, Akon will present a phenomenological inquiry into the lived experiences of marginalized consumers as they manage their social identity and its complexity through their use of marketplace navigation strategies. Akon (and her colleagues) investigate how consumers manage their social identities in the face of systematic identity threat and the consumption practices that ensue in response. During this presentation, Akon will discuss the patterns by which consumers attempt to democratize the marketplace through consumption and how institutional forces may work against these attempts.
February 3rd, 2017, 12:00 – 1:30
Brands “Wave A Rainbow Flag”: Subcultural Consumption of LGBT Consumers
Deniz Akgül, Visiting Scholar, College of Business, The University of Illinois at Urbana-Champaign
Over past two decades, numerous brands have shown an increased willingness to serve lesbian, gay, bisexual, and transgender (LGBT) consumers. LGBT is the largest subculture in the world, and the subculture represents a big market segment with high purchasing power. Companies spend millions of dollars to target members of the LGBT community and to show that that they support diversity. In this presentation, Deniz will present her work aimed to understand the bonds between LGBT consumers and their preferred brands and how their subculture affects this bond. The study’s main purpose is to examine the LGBT consumers’ attitudes towards gay/lesbian-friendly brands or non-gay/lesbian-friendly brands, including a close look at their brand trust and loyalty. Deniz’s findings are based on ten depth-interviews conducted with members of LGBT community, as well as a survey implemented to understand the attitudes towards (non) gay/lesbian-friendly brands, including brand trust and brand loyalty. Findings reveal the LGBT consumers see gay/lesbian friendly brands as identity proxies and a bond and trust is created between consumers and brands in the long term. Also this bond and trust differ according to their subculture membership.
Brands “Wave A Rainbow Flag”: Subcultural Consumption of LGBT Consumers
Deniz Akgül, Visiting Scholar, College of Business, The University of Illinois at Urbana-Champaign
Over past two decades, numerous brands have shown an increased willingness to serve lesbian, gay, bisexual, and transgender (LGBT) consumers. LGBT is the largest subculture in the world, and the subculture represents a big market segment with high purchasing power. Companies spend millions of dollars to target members of the LGBT community and to show that that they support diversity. In this presentation, Deniz will present her work aimed to understand the bonds between LGBT consumers and their preferred brands and how their subculture affects this bond. The study’s main purpose is to examine the LGBT consumers’ attitudes towards gay/lesbian-friendly brands or non-gay/lesbian-friendly brands, including a close look at their brand trust and loyalty. Deniz’s findings are based on ten depth-interviews conducted with members of LGBT community, as well as a survey implemented to understand the attitudes towards (non) gay/lesbian-friendly brands, including brand trust and brand loyalty. Findings reveal the LGBT consumers see gay/lesbian friendly brands as identity proxies and a bond and trust is created between consumers and brands in the long term. Also this bond and trust differ according to their subculture membership.
March 3rd, 2017, 12:00 – 1:30
Dancing With The Enemy: Dynamics, Drivers, and Outcomes of Rival Brand Engagement In Social Media
Behice Ece Ilhan, Marketing Department, DePaul University, Koen Pauwels, Marketing Department, Ozyegin University Istanbul, Raoul Kubler, Marketing Department, Ozyegin University Istanbul
Fans of a brand interact with the social-media ecosystem of rival brands and their fans. Ece and her colleagues define this interactive, intercommunal, and interbrand practice—-a behavioral manifestation of rival brand engagement—-as “dancing with the enemy” (DwE). Expanding the brand-centric community model of oppositional loyalty, Ece will discuss a synergistic and interdependent quadratic model as DwE bridges rival brand communities and benefits the involved brands. She will also discuss how her multimethod analysis identified the types, triggers, dynamics, and consequences of DwE across industries of technology, fast food, toothpaste, beverages, and sports apparel. Ece’s presentation will include a discussion of her netnographic analysis, which reveals that migratory practices cross-fertilize rival communities with affection, ideas, and polarity. Based on content and sentiment analysis, she shows that fans posting in both communities (DwE Across) stimulates both brand-negative (DwE Within) and brand-positive (DwE Ripple) discourse. Time series analysis shows that DwE dynamics are a main driver of broader social-media brand engagement as they substantially increase and prolong the engagement effects of managerial control variables such as communication campaigns and new-product introductions. Ece will also discuss the specific levers that brand managers can use to stimulate intercommunal and synergistic consequences of DwE.
Dancing With The Enemy: Dynamics, Drivers, and Outcomes of Rival Brand Engagement In Social Media
Behice Ece Ilhan, Marketing Department, DePaul University, Koen Pauwels, Marketing Department, Ozyegin University Istanbul, Raoul Kubler, Marketing Department, Ozyegin University Istanbul
Fans of a brand interact with the social-media ecosystem of rival brands and their fans. Ece and her colleagues define this interactive, intercommunal, and interbrand practice—-a behavioral manifestation of rival brand engagement—-as “dancing with the enemy” (DwE). Expanding the brand-centric community model of oppositional loyalty, Ece will discuss a synergistic and interdependent quadratic model as DwE bridges rival brand communities and benefits the involved brands. She will also discuss how her multimethod analysis identified the types, triggers, dynamics, and consequences of DwE across industries of technology, fast food, toothpaste, beverages, and sports apparel. Ece’s presentation will include a discussion of her netnographic analysis, which reveals that migratory practices cross-fertilize rival communities with affection, ideas, and polarity. Based on content and sentiment analysis, she shows that fans posting in both communities (DwE Across) stimulates both brand-negative (DwE Within) and brand-positive (DwE Ripple) discourse. Time series analysis shows that DwE dynamics are a main driver of broader social-media brand engagement as they substantially increase and prolong the engagement effects of managerial control variables such as communication campaigns and new-product introductions. Ece will also discuss the specific levers that brand managers can use to stimulate intercommunal and synergistic consequences of DwE.
April 7th, 2017, 12:00 – 1:30
How Can Marketing Compete in the Professional Contest over the Emerging Field of Social Media?
Ashlee Humphreys, IMC Faculty, Medill School, Northwestern University, Andrew Smith, Marketing Department, Suffolk University
Academic research and professional work have converged around social media, and marketing is but one occupation competing for control and influence in this emerging field. Yet the outcomes of these competitive dynamics are likely to affect marketing’s professional status, material resources, and disciplinary boundaries. We mobilize Abbott’s (1988) sociological theory of the system of professions to study the occupational rivalry over social media. In doing so, we find that social media has evolved considerably since its emergence and that its jurisdictions—the core professional tasks associated with the field—have shifted between communication, learning, and measurement. Marketing faces considerable competition from other disciplines surrounding each jurisdiction. Drawing on our analysis, we suggest ways that marketing can bolster its standing over social media jurisdictions and make recommendations for how marketing managers can better position themselves in this dynamic, multi-disciplinary field. We also contribute knowledge to the literature on field dynamics in marketing and the body of research that reflects upon the focus and boundaries of the marketing discipline.
How Can Marketing Compete in the Professional Contest over the Emerging Field of Social Media?
Ashlee Humphreys, IMC Faculty, Medill School, Northwestern University, Andrew Smith, Marketing Department, Suffolk University
Academic research and professional work have converged around social media, and marketing is but one occupation competing for control and influence in this emerging field. Yet the outcomes of these competitive dynamics are likely to affect marketing’s professional status, material resources, and disciplinary boundaries. We mobilize Abbott’s (1988) sociological theory of the system of professions to study the occupational rivalry over social media. In doing so, we find that social media has evolved considerably since its emergence and that its jurisdictions—the core professional tasks associated with the field—have shifted between communication, learning, and measurement. Marketing faces considerable competition from other disciplines surrounding each jurisdiction. Drawing on our analysis, we suggest ways that marketing can bolster its standing over social media jurisdictions and make recommendations for how marketing managers can better position themselves in this dynamic, multi-disciplinary field. We also contribute knowledge to the literature on field dynamics in marketing and the body of research that reflects upon the focus and boundaries of the marketing discipline.
May 5th, 2017, 12:00 – 1:30
How Do Myth Markets Respond To Institutional Change?
Markus Giesler, Department of Marketing, York University
Although previous scholarship has theorized the co-constitutive relationships between commercial mythmaking and popular memory that arise through myth market competitions for consumer identity value, whether and how myth markets are influenced by changes in the institutional landscape has received far less theoretical attention. To redress this issue, Markus and his colleagues (Katja Brunk, European University Viadrina; Benjamin Hartmann, University of Gothenburg) analyzed the commercial mythmaking processes in the German Ostalgie market for products and brands that idealize the now defunct German Democratic Republic (GDR). We demonstrate that Ostalgie myth makers had to frequently produce and implement new mythic idealizations of the GDR past, each tailored to addressing new identity tensions provoked by a specific structural re-form of German reunification. Building on the sociology of popular memory, we theorize this dynamic through the fourfold process of retrofication and discuss its implications for previous conceptualizations of commercial mythmaking, moral consumption, and retro branding.
Markus was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
How Do Myth Markets Respond To Institutional Change?
Markus Giesler, Department of Marketing, York University
Although previous scholarship has theorized the co-constitutive relationships between commercial mythmaking and popular memory that arise through myth market competitions for consumer identity value, whether and how myth markets are influenced by changes in the institutional landscape has received far less theoretical attention. To redress this issue, Markus and his colleagues (Katja Brunk, European University Viadrina; Benjamin Hartmann, University of Gothenburg) analyzed the commercial mythmaking processes in the German Ostalgie market for products and brands that idealize the now defunct German Democratic Republic (GDR). We demonstrate that Ostalgie myth makers had to frequently produce and implement new mythic idealizations of the GDR past, each tailored to addressing new identity tensions provoked by a specific structural re-form of German reunification. Building on the sociology of popular memory, we theorize this dynamic through the fourfold process of retrofication and discuss its implications for previous conceptualizations of commercial mythmaking, moral consumption, and retro branding.
Markus was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
2015-2016
October 16th, 2015
Understanding the Complex Brand: A Case Study of the British Royal Family
Cele Otnes, College of Business, University of Illinois, Pauline Maclaran, Marketing Department, Royal Holloway University of London
Geographic brands form a market system rooted in claims of product authenticity. But regions are shared and contested political spaces, with unclear ownership and boundaries. Who shapes the brand narrative for iconic regional products? Who defines the geographic and product boundaries, and who owns the resulting regional brand? In this presentation, Alan discussed his research on the challenges of organizing and managing a market system of independent producers and creating a customer-focused marketing strategy for collective regional brands. His research investigates these issues in a long-term participant observation of efforts to organize traditional producers of olive oil and establish new regional brands in the politically volatile region of Jordan, Israel, and the Palestinian Authority. This study examines the multiple layers and hierarchy of tensions that characterize this market system, and how an effective market strategy might emerge. To better illustrate the product characteristics of this market system, Alan’s talk included a guided tasting of selected olive oils from the region.
Understanding the Complex Brand: A Case Study of the British Royal Family
Cele Otnes, College of Business, University of Illinois, Pauline Maclaran, Marketing Department, Royal Holloway University of London
Geographic brands form a market system rooted in claims of product authenticity. But regions are shared and contested political spaces, with unclear ownership and boundaries. Who shapes the brand narrative for iconic regional products? Who defines the geographic and product boundaries, and who owns the resulting regional brand? In this presentation, Alan discussed his research on the challenges of organizing and managing a market system of independent producers and creating a customer-focused marketing strategy for collective regional brands. His research investigates these issues in a long-term participant observation of efforts to organize traditional producers of olive oil and establish new regional brands in the politically volatile region of Jordan, Israel, and the Palestinian Authority. This study examines the multiple layers and hierarchy of tensions that characterize this market system, and how an effective market strategy might emerge. To better illustrate the product characteristics of this market system, Alan’s talk included a guided tasting of selected olive oils from the region.
November 6th, 2015
Governing the Digital Ones: Exposing the Governmentality of Socio-Digital Platforms
Laurent Busca and Laurent Bertrandias, Marketing Department, University of Toulouse
Firms widely use both Social Media platforms and virtual communities to establish and maintain relationships with consumers. Previous literature investigated the benefits of using communities or social networks in a marketing strategy, but the impact of marketing on platform users remains unexplored. For this presentation, Laurent will describe his qualitative analysis of three different data sources (interviews with Community Managers, netnographical observations from a professional community of Community Managers, and professional literature about Community Management) to investigate how marketers both shape and manage Social Media users. Drawing on a Foucauldian framework, Laurent and his co-author find that firms exert a specific form of governmentality which they call ubiquitous governmentality: Community Managers act simultaneously at both community and individual levels. They gather qualitative individual data and quantitative aggregated data to act upon a community formed as a binary system: a “mass” of passive individuals acting as a whole and a few “super-users” who act as relays of power. The Community Manager does not escape the representation process, and is given a double identity – member inside the community, forming one-to-one relationships, and governor outside the community, managing the “population”.
Governing the Digital Ones: Exposing the Governmentality of Socio-Digital Platforms
Laurent Busca and Laurent Bertrandias, Marketing Department, University of Toulouse
Firms widely use both Social Media platforms and virtual communities to establish and maintain relationships with consumers. Previous literature investigated the benefits of using communities or social networks in a marketing strategy, but the impact of marketing on platform users remains unexplored. For this presentation, Laurent will describe his qualitative analysis of three different data sources (interviews with Community Managers, netnographical observations from a professional community of Community Managers, and professional literature about Community Management) to investigate how marketers both shape and manage Social Media users. Drawing on a Foucauldian framework, Laurent and his co-author find that firms exert a specific form of governmentality which they call ubiquitous governmentality: Community Managers act simultaneously at both community and individual levels. They gather qualitative individual data and quantitative aggregated data to act upon a community formed as a binary system: a “mass” of passive individuals acting as a whole and a few “super-users” who act as relays of power. The Community Manager does not escape the representation process, and is given a double identity – member inside the community, forming one-to-one relationships, and governor outside the community, managing the “population”.
February 5th, 2016
Crossing the #BikiniBridge: Social Media, Body Image Ideals and Culturally Branded Body Parts
Jenna Drenten, Marketing Department, Loyola University
Existing research on body image and traditional marketing media fails to account for today’s increasingly social media driven landscape. Thus, the purpose of this research is to explore how body image trends evolve in the social media marketplace and to examine the power of social media in shaping body image ideals. Specifically, this study takes a cultural branding approach to understand the process by which women’s singularized body parts (e.g., arms, legs, chest) become culturally branded entities through social media hashtagging (e.g., #thighgap, #bikinibridge, #hotdoglegs, #thighbrow.) That is, how do ‘body part brand names’ emerge through social media and how do consumers respond to ‘body part brand names’ as they infiltrate the marketplace? For this presentation, Jenna will discuss the body image phenomenon of the “bikini bridge” (#bikinibridge), characterized by protruding hipbones and an inverted stomach. The study follows a case method examining the evolution of the “bikini bridge” phenomenon, which began as an Internet hoax and quickly developed into an online body image trend. Findings reveal the emerging role of social media in presenting, propagating, perpetuating, and pirating body image ideals.
Crossing the #BikiniBridge: Social Media, Body Image Ideals and Culturally Branded Body Parts
Jenna Drenten, Marketing Department, Loyola University
Existing research on body image and traditional marketing media fails to account for today’s increasingly social media driven landscape. Thus, the purpose of this research is to explore how body image trends evolve in the social media marketplace and to examine the power of social media in shaping body image ideals. Specifically, this study takes a cultural branding approach to understand the process by which women’s singularized body parts (e.g., arms, legs, chest) become culturally branded entities through social media hashtagging (e.g., #thighgap, #bikinibridge, #hotdoglegs, #thighbrow.) That is, how do ‘body part brand names’ emerge through social media and how do consumers respond to ‘body part brand names’ as they infiltrate the marketplace? For this presentation, Jenna will discuss the body image phenomenon of the “bikini bridge” (#bikinibridge), characterized by protruding hipbones and an inverted stomach. The study follows a case method examining the evolution of the “bikini bridge” phenomenon, which began as an Internet hoax and quickly developed into an online body image trend. Findings reveal the emerging role of social media in presenting, propagating, perpetuating, and pirating body image ideals.
March 4th, 2016
Sharing Difficult Choices: Effective Decision Support
Tatiana Barakshina, Marketing Department, University of Illinois at Chicago
Tatiana’s research extends current understanding of the decision process and emotional outcomes for difficult decisions within the consumer behavior stream of literature, building on the work of Botti, Orfali and Iengar (2009), Thompson (2005), and Luce (2005). Clinican visit observations and dyadic (patient and provider) interviews are used as the research method. Tatiana uses the context of pregnancy and childbirth medical decisions as a study domain, and she analyzes specific communities formed on the Babysetter.org platform. Her research examines whether and when a mismatch exists between doctor’s and patient’s perception of the decision sharing: decisions perceived by a patient as “shared” may not be perceived the same way by a doctor, and vice versa. She further examines what drives medical consumers to seek decision support from non-professional peers – others facing similar decisions — via online healthcare communities.She hypothesizes that decisions of higher perceived difficulty will lead patients to seek more decision support and advice from on-line peer communities, compared to less difficult decisions.
Sharing Difficult Choices: Effective Decision Support
Tatiana Barakshina, Marketing Department, University of Illinois at Chicago
Tatiana’s research extends current understanding of the decision process and emotional outcomes for difficult decisions within the consumer behavior stream of literature, building on the work of Botti, Orfali and Iengar (2009), Thompson (2005), and Luce (2005). Clinican visit observations and dyadic (patient and provider) interviews are used as the research method. Tatiana uses the context of pregnancy and childbirth medical decisions as a study domain, and she analyzes specific communities formed on the Babysetter.org platform. Her research examines whether and when a mismatch exists between doctor’s and patient’s perception of the decision sharing: decisions perceived by a patient as “shared” may not be perceived the same way by a doctor, and vice versa. She further examines what drives medical consumers to seek decision support from non-professional peers – others facing similar decisions — via online healthcare communities.She hypothesizes that decisions of higher perceived difficulty will lead patients to seek more decision support and advice from on-line peer communities, compared to less difficult decisions.
April 1st, 2016
Somewhere Out There: The Power of Brands To Act As Virtual Proxies Signifying Safety and Representing Home during Intense Risk-Filled Separations
Hope Jensen Schau, Marketing Department, University of Arizona, Mary C. Gilly, Marketing Department, University of California Irvine, Mary W. Celsi, Marketing Department, California State University, Long Beach
While past research has focused on the many complexities surrounding consumers’ relationships with objects and brands, less focus has been placed on how consumers use brands within their real life interpersonal relationships, or specifically how brands connect consumers beyond shared affinity. In this presentation, Hope presented research that seeks to understand the manner in which consumers undergoing intense risk-filled separations from family and friends use brands in their communication with distant loved ones. Specifically, she discussed her examination (with her co-authors) of the manner in which deployed military and their family and friends utilize brands in their interpersonal communications. Using historical documents, brand promotions that explicitly call upon patriotic military themes, interviews with families that have experienced a military deployment, and online forums for deployed military and their families, she discussed the strategic use of brands within personal communications during intense risk-filled separations. We examine outward facing consumer-brand bonds, those with communicative function to an external set of constituents (family and friends not deployed to the same base). She also discussed two basic categories: comfort brands and military endorsed brands. For each of these, there are two consumer brand relationship trajectories: continuing (once begun they are maintained in and out of military service) and contextual (only active during active military service). We find that consumers utilize brands as virtual proxies signifying safety and representing home during intense risk-filled separations. Both consumers at home and those deployed share pictures and stories of shared brands to strengthen bonds and communicate shared safety.
Hope was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
Somewhere Out There: The Power of Brands To Act As Virtual Proxies Signifying Safety and Representing Home during Intense Risk-Filled Separations
Hope Jensen Schau, Marketing Department, University of Arizona, Mary C. Gilly, Marketing Department, University of California Irvine, Mary W. Celsi, Marketing Department, California State University, Long Beach
While past research has focused on the many complexities surrounding consumers’ relationships with objects and brands, less focus has been placed on how consumers use brands within their real life interpersonal relationships, or specifically how brands connect consumers beyond shared affinity. In this presentation, Hope presented research that seeks to understand the manner in which consumers undergoing intense risk-filled separations from family and friends use brands in their communication with distant loved ones. Specifically, she discussed her examination (with her co-authors) of the manner in which deployed military and their family and friends utilize brands in their interpersonal communications. Using historical documents, brand promotions that explicitly call upon patriotic military themes, interviews with families that have experienced a military deployment, and online forums for deployed military and their families, she discussed the strategic use of brands within personal communications during intense risk-filled separations. We examine outward facing consumer-brand bonds, those with communicative function to an external set of constituents (family and friends not deployed to the same base). She also discussed two basic categories: comfort brands and military endorsed brands. For each of these, there are two consumer brand relationship trajectories: continuing (once begun they are maintained in and out of military service) and contextual (only active during active military service). We find that consumers utilize brands as virtual proxies signifying safety and representing home during intense risk-filled separations. Both consumers at home and those deployed share pictures and stories of shared brands to strengthen bonds and communicate shared safety.
Hope was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
May 6th, 2016
From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives
Madhu Viswanathan, College of Business, University of Illinois
Much of humanity lives at or near subsistence across resource and literacy barriers. In this presentation, Madhu summarized his research program on low-literate, low-income consumers in the United States and subsistence consumers, entrepreneurs and marketplaces in India. He discussed teaching and social initiatives that have developed fro the program and the challenges and opportunities that this arena presents for researchers, educators, and students.
Madhu was selected as our annual “drive-in” speaker–someone who does not live in the Chicago area but who lives within a reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year’s speaker!
From Subsistence Marketplaces to Sustainable Marketplaces? Synergies Between Research, Teaching, and Social Initiatives
Madhu Viswanathan, College of Business, University of Illinois
Much of humanity lives at or near subsistence across resource and literacy barriers. In this presentation, Madhu summarized his research program on low-literate, low-income consumers in the United States and subsistence consumers, entrepreneurs and marketplaces in India. He discussed teaching and social initiatives that have developed fro the program and the challenges and opportunities that this arena presents for researchers, educators, and students.
Madhu was selected as our annual “drive-in” speaker–someone who does not live in the Chicago area but who lives within a reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year’s speaker!
2014-2015
October 3rd, 2014
Pursuing the Extra-Ordinary: The Transformative Role of Intra-Personal Communication Ritualizations
Chadwick Miller and John L. Lastovicka, Department of Marketing, Arizona State University
John Lastovicka joined us to present and discuss recent work with his co-author, Chadwick Miller. Prior consumer research has primarily examined the inter-personal meanings that rituals convey in facilitating consumption communities and social order. In contrast, this research considers how solitary consumption ritualizations—that is: rituals developed by consumers for their own private use—convey intra-personal meanings to themselves in their pursuit of a transformation to the extra-ordinary. In an interpretive study of baseball players, they empirically identify two new categories of rituals; namely, self-efficacy ritualizations and cue ritualizations. Their work shows how these improvised ritualizations psychologically transform consumers. While informants are unable to influence their adversaries or the wider environment, they endeavored to transform themselves psychologically. When perishable fetish objects failed as enduring sources of self-transformation, ritualizations were performed with the intent of becoming more self-confident, more task-focused, and more intuitive. An intuitive state is associated with less self-monitoring, automaticity, and the effortlessness and rapid-fire execution of highly practiced skills. Informants referred to this intuitive state as “being in the zone,” meaning the psychological state of flow. To the degree to which a change in the self and a reactive change in the environment are intimately connected, then transformative ritualizations may indeed shift ordinary consumers into a better position from which to achieve extra-ordinary performance.
Pursuing the Extra-Ordinary: The Transformative Role of Intra-Personal Communication Ritualizations
Chadwick Miller and John L. Lastovicka, Department of Marketing, Arizona State University
John Lastovicka joined us to present and discuss recent work with his co-author, Chadwick Miller. Prior consumer research has primarily examined the inter-personal meanings that rituals convey in facilitating consumption communities and social order. In contrast, this research considers how solitary consumption ritualizations—that is: rituals developed by consumers for their own private use—convey intra-personal meanings to themselves in their pursuit of a transformation to the extra-ordinary. In an interpretive study of baseball players, they empirically identify two new categories of rituals; namely, self-efficacy ritualizations and cue ritualizations. Their work shows how these improvised ritualizations psychologically transform consumers. While informants are unable to influence their adversaries or the wider environment, they endeavored to transform themselves psychologically. When perishable fetish objects failed as enduring sources of self-transformation, ritualizations were performed with the intent of becoming more self-confident, more task-focused, and more intuitive. An intuitive state is associated with less self-monitoring, automaticity, and the effortlessness and rapid-fire execution of highly practiced skills. Informants referred to this intuitive state as “being in the zone,” meaning the psychological state of flow. To the degree to which a change in the self and a reactive change in the environment are intimately connected, then transformative ritualizations may indeed shift ordinary consumers into a better position from which to achieve extra-ordinary performance.
October 31st, 2014
Brand Volunteers: Unpaid Contributors to the Marketplace
Bernard Cova, Department of Marketing, Kedge Business School.
Bernard Cova presented and discussed his work on what he names brand volunteering. Through collaborative marketing approaches, companies invite consumers to provide unpaid contributions. Companies commonly do this in the realm of brand communities. The key question Bernard Cova addresses is: How can a company lead consumers to offer unpaid contributions to brands as an act of free will? To answer this question, he presented a framework based on volunteer commitment research to study the actions a company takes to engage consumers in unpaid work for brands. He used this framework to analyse the online collaboration promoted by the carmaker Fiat with its brand community of Alfisti and the offline collaboration promoted by the endurance events organizer Tough Mudder with its community of Mudders. The results introduced the notion of brand volunteers: brand enthusiasts who are committed to providing unpaid work for the exclusive benefit of the brand. With this notion, he focused on the possibility of exploiting consumers in value co-creation and the existence of compromises, signifying an agreement between two collaborating parties in which one party (here, the consumers) temporarily puts aside possible sources of conflict.
Brand Volunteers: Unpaid Contributors to the Marketplace
Bernard Cova, Department of Marketing, Kedge Business School.
Bernard Cova presented and discussed his work on what he names brand volunteering. Through collaborative marketing approaches, companies invite consumers to provide unpaid contributions. Companies commonly do this in the realm of brand communities. The key question Bernard Cova addresses is: How can a company lead consumers to offer unpaid contributions to brands as an act of free will? To answer this question, he presented a framework based on volunteer commitment research to study the actions a company takes to engage consumers in unpaid work for brands. He used this framework to analyse the online collaboration promoted by the carmaker Fiat with its brand community of Alfisti and the offline collaboration promoted by the endurance events organizer Tough Mudder with its community of Mudders. The results introduced the notion of brand volunteers: brand enthusiasts who are committed to providing unpaid work for the exclusive benefit of the brand. With this notion, he focused on the possibility of exploiting consumers in value co-creation and the existence of compromises, signifying an agreement between two collaborating parties in which one party (here, the consumers) temporarily puts aside possible sources of conflict.
February 6th, 2015
New Parent Decision Making in a Culture of Choice Overload
Amber Epp, Department of Marketing, University of Wisconsin, Tandy Thomas, Department of Marketing, Queen’s School of Business
In this presentation, Amber discussed how new parents make choices in a context marked by too many decisions, conflicting advice from credible sources (including institutions, social networks, and the marketplace) and overwhelming feelings that each decision is consequential. Amber and her co-author contend that in this cultural environment, traditional decision heuristics may fall short. Using a longitudinal design, they conducted multiple in-depth interviews with approximately 25 couples over a one-year period. Their findings document a temporal decision making process that is embedded in a network of discourses and material realities. Through this process, expectant parents build an idealized assemblage composed of discourses, sources, materialities, decision strategies and capacities. After the baby is born, parents often experience betrayals within their assemblages, where elements of the assemblage (e.g., products; feeding practices) do not work as intended. In response to these betrayals, parents reconfigure their assemblages and revise their network of sources—by moving new sources in, misaligned sources out, and managing contentious sources—to create a new assemblage that reflects the current realities of their families. These findings provide implications for how companies’ actions might differ as parents gain experience over time.
Amber was selected as our annual “drive-in” speaker–someone who does not live in the Chicago area but who lives within a reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year’s speaker!
New Parent Decision Making in a Culture of Choice Overload
Amber Epp, Department of Marketing, University of Wisconsin, Tandy Thomas, Department of Marketing, Queen’s School of Business
In this presentation, Amber discussed how new parents make choices in a context marked by too many decisions, conflicting advice from credible sources (including institutions, social networks, and the marketplace) and overwhelming feelings that each decision is consequential. Amber and her co-author contend that in this cultural environment, traditional decision heuristics may fall short. Using a longitudinal design, they conducted multiple in-depth interviews with approximately 25 couples over a one-year period. Their findings document a temporal decision making process that is embedded in a network of discourses and material realities. Through this process, expectant parents build an idealized assemblage composed of discourses, sources, materialities, decision strategies and capacities. After the baby is born, parents often experience betrayals within their assemblages, where elements of the assemblage (e.g., products; feeding practices) do not work as intended. In response to these betrayals, parents reconfigure their assemblages and revise their network of sources—by moving new sources in, misaligned sources out, and managing contentious sources—to create a new assemblage that reflects the current realities of their families. These findings provide implications for how companies’ actions might differ as parents gain experience over time.
Amber was selected as our annual “drive-in” speaker–someone who does not live in the Chicago area but who lives within a reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year’s speaker!
March 6th, 2015
“What’s That You Say?” How On-Line Word-of-Mouth Providers Cultivate Audience Engagement
Andrew Smith, Department of Marketing, Merrimack College, Eileen Fischer, Department of Marketing, York University
Word-of-mouth (WOM) in online contexts can differ in important ways from WOM in offline contexts for many reasons, not least of which is that providers of WOM are competing fiercely for the attention of online audiences. Using theories of sensegiving and sensemaking, and drawing on research conducted in the context of an online investment community, Eileen Fischer explored why some word-of-mouth providers are so much more effective than others at engaging their audience members. She will describe five word-of-mouth strategies (framing, cuing, connecting, action facilitating, and unsettling) that she and her co-author identified, as well as distinct types of audience responses. She will also discuss propositions regarding the relationships between particular sensegiving word-of-mouth strategies and the volume and type of audience engagement they elicit. This research contributes to our theoretical understanding of word-of-mouth processes, and offers important insights for entrepreneurial WOM providers, for managers who want to promote WOM online, and for public policy makers who want to facilitate collective sensemaking processes.
Eileen was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
“What’s That You Say?” How On-Line Word-of-Mouth Providers Cultivate Audience Engagement
Andrew Smith, Department of Marketing, Merrimack College, Eileen Fischer, Department of Marketing, York University
Word-of-mouth (WOM) in online contexts can differ in important ways from WOM in offline contexts for many reasons, not least of which is that providers of WOM are competing fiercely for the attention of online audiences. Using theories of sensegiving and sensemaking, and drawing on research conducted in the context of an online investment community, Eileen Fischer explored why some word-of-mouth providers are so much more effective than others at engaging their audience members. She will describe five word-of-mouth strategies (framing, cuing, connecting, action facilitating, and unsettling) that she and her co-author identified, as well as distinct types of audience responses. She will also discuss propositions regarding the relationships between particular sensegiving word-of-mouth strategies and the volume and type of audience engagement they elicit. This research contributes to our theoretical understanding of word-of-mouth processes, and offers important insights for entrepreneurial WOM providers, for managers who want to promote WOM online, and for public policy makers who want to facilitate collective sensemaking processes.
Eileen was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
April 10th, 2015
Anthropology in Business: A Status Report
Rita Denny, Practica Group LLC, Chicago, IL
Rita Denny joined us to give an up-to-date overview of the vibrant and sometimes problematic intersections between anthropology and business, and what the current state of affairs might mean for those using anthropological methods for academic research on business and marketing. Her discussion was based in great part on her experience co-editing (with Patricia Sunderland) the Handbook of Anthropology in Business, a book that illuminates the theoretical perspectives, practices, and muses that fuel incursions.
Anthropology in Business: A Status Report
Rita Denny, Practica Group LLC, Chicago, IL
Rita Denny joined us to give an up-to-date overview of the vibrant and sometimes problematic intersections between anthropology and business, and what the current state of affairs might mean for those using anthropological methods for academic research on business and marketing. Her discussion was based in great part on her experience co-editing (with Patricia Sunderland) the Handbook of Anthropology in Business, a book that illuminates the theoretical perspectives, practices, and muses that fuel incursions.
May 8th, 2015
Shaping Authenticity: Building A Regional Brand for the Original Olive Oil
Alan Malter, Department of Marketing, UIC College of Business
Geographic brands form a market system rooted in claims of product authenticity. But regions are shared and contested political spaces, with unclear ownership and boundaries. Who shapes the brand narrative for iconic regional products? Who defines the geographic and product boundaries, and who owns the resulting regional brand? In this presentation, Alan discussed his research on the challenges of organizing and managing a market system of independent producers and creating a customer-focused marketing strategy for collective regional brands. His research investigates these issues in a long-term participant observation of efforts to organize traditional producers of olive oil and establish new regional brands in the politically volatile region of Jordan, Israel, and the Palestinian Authority. This study examines the multiple layers and hierarchy of tensions that characterize this market system, and how an effective market strategy might emerge. To better illustrate the product characteristics of this market system, Alan’s talk included a guided tasting of selected olive oils from the region.
Shaping Authenticity: Building A Regional Brand for the Original Olive Oil
Alan Malter, Department of Marketing, UIC College of Business
Geographic brands form a market system rooted in claims of product authenticity. But regions are shared and contested political spaces, with unclear ownership and boundaries. Who shapes the brand narrative for iconic regional products? Who defines the geographic and product boundaries, and who owns the resulting regional brand? In this presentation, Alan discussed his research on the challenges of organizing and managing a market system of independent producers and creating a customer-focused marketing strategy for collective regional brands. His research investigates these issues in a long-term participant observation of efforts to organize traditional producers of olive oil and establish new regional brands in the politically volatile region of Jordan, Israel, and the Palestinian Authority. This study examines the multiple layers and hierarchy of tensions that characterize this market system, and how an effective market strategy might emerge. To better illustrate the product characteristics of this market system, Alan’s talk included a guided tasting of selected olive oils from the region.
2013-2014
April 5th, 2013
Consumer Culture and the Black Middle Class
David Crockett, Division of Research, University of South Carolina
This research project was designed to excavate the life events and consumption of middle class African American families. David’s project investigated African American families through the lens of everyday consumption, utilizing a series of life history interviews and observations of everyday life. Such a study has broad-reaching theoretical importance. More than any other group in the U.S., the origins of the black middle class’s emergence are concurrent with the explosion of modern (i.e., post-WWII) consumer culture. If one is to understand the black middle class’s post-war emergence, consumer culture must be part of the story. Yet surprisingly little is known about the role consumption plays in the lives of middle-class African Americans. As part of his presentation, David gave special consideration to the dynamic relationship between consumption and place. His discussion focused on an understanding of how the nature of consumption changes with movement across geographic space and throughout the family life cycle. Click here to view his presentation slides.
David was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
Consumer Culture and the Black Middle Class
David Crockett, Division of Research, University of South Carolina
This research project was designed to excavate the life events and consumption of middle class African American families. David’s project investigated African American families through the lens of everyday consumption, utilizing a series of life history interviews and observations of everyday life. Such a study has broad-reaching theoretical importance. More than any other group in the U.S., the origins of the black middle class’s emergence are concurrent with the explosion of modern (i.e., post-WWII) consumer culture. If one is to understand the black middle class’s post-war emergence, consumer culture must be part of the story. Yet surprisingly little is known about the role consumption plays in the lives of middle-class African Americans. As part of his presentation, David gave special consideration to the dynamic relationship between consumption and place. His discussion focused on an understanding of how the nature of consumption changes with movement across geographic space and throughout the family life cycle. Click here to view his presentation slides.
David was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
May 3rd, 2013
In a New Grade, In a New Pair of Shoes: Child-Parent Negotiation in the Back-to-School Shoe Shopping Ritural
Katherine C. Sredl, Mendoza College of Business, University of Notre Dame, Ruzica Butigan, Faculty of Economics, University of Zagreb
Consumer behavior researchers tend to view consumer socialization as the effect of adult activity on children. Because of this longstanding emphasis on the child as a passive participant in the socialization process, the experience of what it is like for the child to participate in consumption practices is rarely explored. In consumer behavior research, socialization is rarely theorized as a collective process that occurs socially, in which children learn, produce, and re-produce meanings through participating in consumer rituals. In this research on the ritual of back to school shoe shopping, Katherine focused on consumer socialization as a process of parent-child interaction, from the perspectives of children and parents. She defined the stages of the ritual and illuminate the process of parent-child negotiation and its outcomes for purchase. As part of her discussion, she demonstrated that children re-appropriate the evaluative frameworks of their parents and refer to the consumption of their peers in articulating desires as they actively participate in parental-guided consumption.
In a New Grade, In a New Pair of Shoes: Child-Parent Negotiation in the Back-to-School Shoe Shopping Ritural
Katherine C. Sredl, Mendoza College of Business, University of Notre Dame, Ruzica Butigan, Faculty of Economics, University of Zagreb
Consumer behavior researchers tend to view consumer socialization as the effect of adult activity on children. Because of this longstanding emphasis on the child as a passive participant in the socialization process, the experience of what it is like for the child to participate in consumption practices is rarely explored. In consumer behavior research, socialization is rarely theorized as a collective process that occurs socially, in which children learn, produce, and re-produce meanings through participating in consumer rituals. In this research on the ritual of back to school shoe shopping, Katherine focused on consumer socialization as a process of parent-child interaction, from the perspectives of children and parents. She defined the stages of the ritual and illuminate the process of parent-child negotiation and its outcomes for purchase. As part of her discussion, she demonstrated that children re-appropriate the evaluative frameworks of their parents and refer to the consumption of their peers in articulating desires as they actively participate in parental-guided consumption.
2012-2013
October 12th, 2012
Conventions of Coordination in the Interaction of Social Movements and Markets
Paul-Brian McInerney, Department of Sociology, University of Illinois at Chicago
“Conventions of coordination” is a concept from economic sociology that helps to account for coordination in a field or market while still recognizing that coordination is uncertain, dynamic, and influenced by diverse and competing interests. Conventions of coordination are implicit rules of engagement among collective and individual actors (for example, activists, social movements, and businesses) which emerge from ongoing interactions among these actors. For this presentation, Paul-Brien explained and discussed this concept, and will apply it to empirical material from a longitudinal study of the Circuit Rider technology movement and their ongoing interaction with NPower, a nonprofit technology assistance provider with powerful corporate partners. His analysis demonstrated how conventions of coordination emerge in producer markets for technology services in the nonprofit sector.
Conventions of Coordination in the Interaction of Social Movements and Markets
Paul-Brian McInerney, Department of Sociology, University of Illinois at Chicago
“Conventions of coordination” is a concept from economic sociology that helps to account for coordination in a field or market while still recognizing that coordination is uncertain, dynamic, and influenced by diverse and competing interests. Conventions of coordination are implicit rules of engagement among collective and individual actors (for example, activists, social movements, and businesses) which emerge from ongoing interactions among these actors. For this presentation, Paul-Brien explained and discussed this concept, and will apply it to empirical material from a longitudinal study of the Circuit Rider technology movement and their ongoing interaction with NPower, a nonprofit technology assistance provider with powerful corporate partners. His analysis demonstrated how conventions of coordination emerge in producer markets for technology services in the nonprofit sector.
November 2nd, 2012
Consumers’ Conceptualizations of Failure in a High-Risk Health-Related Service Context
Linda Tuncay-Zayer, Marketing Department, Loyola University, Cele Otnes, Department of Business Administration, University of Illinois at Urbana-Champaign, Eileen Fischer, Marketing Area, York University
For this session, Linda and Cele presented their research on high-risk consumption. Many services, particularly health-related services, can be considered high risk, in that despite the efforts of service providers, consumers may not attain the outcomes they hope to achieve. However, we know little about how consumers make sense of their experiences of failure in such contexts. Using data from informants engaged with various types of infertility services, they will offer a grounded typology of four ways consumers conceptualize failure. These are: Failure Inherent to the Service Context, Failure as a Mobilizing Frustration, Failure as Fated, and Failure as a Cue to Re-evaluate. They differentiated these conceptualizations by examining their underlying dimensions, thus broadening our understanding of failure in services marketing. They will highlighted the implications of these conceptualizations for providers by recommending ways to enhance the provider-consumer relationship.
Consumers’ Conceptualizations of Failure in a High-Risk Health-Related Service Context
Linda Tuncay-Zayer, Marketing Department, Loyola University, Cele Otnes, Department of Business Administration, University of Illinois at Urbana-Champaign, Eileen Fischer, Marketing Area, York University
For this session, Linda and Cele presented their research on high-risk consumption. Many services, particularly health-related services, can be considered high risk, in that despite the efforts of service providers, consumers may not attain the outcomes they hope to achieve. However, we know little about how consumers make sense of their experiences of failure in such contexts. Using data from informants engaged with various types of infertility services, they will offer a grounded typology of four ways consumers conceptualize failure. These are: Failure Inherent to the Service Context, Failure as a Mobilizing Frustration, Failure as Fated, and Failure as a Cue to Re-evaluate. They differentiated these conceptualizations by examining their underlying dimensions, thus broadening our understanding of failure in services marketing. They will highlighted the implications of these conceptualizations for providers by recommending ways to enhance the provider-consumer relationship.
December 7th, 2012
Cultural Branding in Semiotic Perspective: Theory and Practice
Laura Oswald, Founding Principal, Marketing Semiotics, Inc.
In this presentation Laura summarized her current research into theoretical and practical aspects of cultural branding. This work extends and refines topics she examines in Marketing Semiotics: Signs, Strategies, and Brand Value (Oxford 2012). THEORY: McCracken’s (1986) theory of “meaning transfer” is a point of departure for this discussion because it raises important questions about the ways brands take on cultural meaning. By means of semiotic theory, Laura proposed a more complex account of the symbolic function of goods by accounting for the cognitive, psychic, and structural dimensions of meaning production. She emphasized the dialectical relationship between the culture system and the brand system in cultural branding, and puts in proper perspective the role of advertising in this process. In two important ways, Laura’s approach to cultural branding extends the Structuralist tradition within Consumer Culture Theory formed by influences from Levi-Strauss (1967), Geertz (1973), and Douglas-Isherwood (1979). First, the semiotics of cultural branding advances knowledge on meaning production and reception. Second, it also accounts for the strategic function of advertising and consumer knowledge, i.e. to differentiate brands from competitors and create value in the marketplace. PRACTICE: To conclude, Laura presented a strategic semiotic analysis of Coca-Cola’s social media campaign, “Move to the Beat of London 2012” and evaluates its relevance for cultural branding theory. © Laura Oswald
Cultural Branding in Semiotic Perspective: Theory and Practice
Laura Oswald, Founding Principal, Marketing Semiotics, Inc.
In this presentation Laura summarized her current research into theoretical and practical aspects of cultural branding. This work extends and refines topics she examines in Marketing Semiotics: Signs, Strategies, and Brand Value (Oxford 2012). THEORY: McCracken’s (1986) theory of “meaning transfer” is a point of departure for this discussion because it raises important questions about the ways brands take on cultural meaning. By means of semiotic theory, Laura proposed a more complex account of the symbolic function of goods by accounting for the cognitive, psychic, and structural dimensions of meaning production. She emphasized the dialectical relationship between the culture system and the brand system in cultural branding, and puts in proper perspective the role of advertising in this process. In two important ways, Laura’s approach to cultural branding extends the Structuralist tradition within Consumer Culture Theory formed by influences from Levi-Strauss (1967), Geertz (1973), and Douglas-Isherwood (1979). First, the semiotics of cultural branding advances knowledge on meaning production and reception. Second, it also accounts for the strategic function of advertising and consumer knowledge, i.e. to differentiate brands from competitors and create value in the marketplace. PRACTICE: To conclude, Laura presented a strategic semiotic analysis of Coca-Cola’s social media campaign, “Move to the Beat of London 2012” and evaluates its relevance for cultural branding theory. © Laura Oswald
February 1st, 2013
A Cultural History of Shoplifting
Rachel Shteir, Theater School, DePaul University
In this presentation, Rachel discussed the research behind her latest book The Steal: A Cultural History of Shoplifting, as well as her findings. Dismissed by academia and the mainstream media, largely misunderstood, shoplifting has long been the territory of mischievous teenagers, tabloid television, and self-help gurus. And yet, shoplifting incurs remarkable real-life costs for retailers and consumers. As part of her discussion Rachel provided an historical tour of all things shoplifting and will make the case that shoplifting in its many guises is best understood as a reflection of our society, and of ourselves.
A Cultural History of Shoplifting
Rachel Shteir, Theater School, DePaul University
In this presentation, Rachel discussed the research behind her latest book The Steal: A Cultural History of Shoplifting, as well as her findings. Dismissed by academia and the mainstream media, largely misunderstood, shoplifting has long been the territory of mischievous teenagers, tabloid television, and self-help gurus. And yet, shoplifting incurs remarkable real-life costs for retailers and consumers. As part of her discussion Rachel provided an historical tour of all things shoplifting and will make the case that shoplifting in its many guises is best understood as a reflection of our society, and of ourselves.
March 1st, 2013
The Maker Movement: Implications for Retailing Thought and Practice
Aric Rindfleisch, Department of Business Administration, University of Illinois
Retailing thought and practice is premised on the assumption that consumers visit retailers to search for and acquire objects produced by manufacturers. In essence, we assume that the acts of consuming and producing are conducted by separate entities. This unspoken yet familiar premise shapes the questions retail scholars ask and the way retail practitioners think about their industry. Although this assumption accurately depicted retailing since the Industrial Revolution, its relevance is being challenged by the emerging maker movement, in which a growing number of individuals are producing the objects they consume. For this discussion Aric examined this movement with a particular focus on the recent rise of desktop 3D printing. After discussing this new technology, he offered a conceptual classification of four distinct types of 3D printed objects and use this classification to inform a content analysis of over 400 of these objects. Based on this review and analysis, he will discussed the implications of this emerging movement for both retailing thought and practice. Plus, he demonstrated 3D printing in action by printing requests in real time!
Aric was selected as our first annual “drive-in” speaker–someone who does not live in the Chicago area but who lives within a reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year’s speaker!
The Maker Movement: Implications for Retailing Thought and Practice
Aric Rindfleisch, Department of Business Administration, University of Illinois
Retailing thought and practice is premised on the assumption that consumers visit retailers to search for and acquire objects produced by manufacturers. In essence, we assume that the acts of consuming and producing are conducted by separate entities. This unspoken yet familiar premise shapes the questions retail scholars ask and the way retail practitioners think about their industry. Although this assumption accurately depicted retailing since the Industrial Revolution, its relevance is being challenged by the emerging maker movement, in which a growing number of individuals are producing the objects they consume. For this discussion Aric examined this movement with a particular focus on the recent rise of desktop 3D printing. After discussing this new technology, he offered a conceptual classification of four distinct types of 3D printed objects and use this classification to inform a content analysis of over 400 of these objects. Based on this review and analysis, he will discussed the implications of this emerging movement for both retailing thought and practice. Plus, he demonstrated 3D printing in action by printing requests in real time!
Aric was selected as our first annual “drive-in” speaker–someone who does not live in the Chicago area but who lives within a reasonable driving distance and whose travel expenses are paid by our generous sponsors. Thanks to Alan Malter and his committee (Ashlee Humphreys and Michelle Weinberger) for choosing this year’s speaker!
2011-2012
September 9th, 2011
Demystifying the Review Process at JCR
Mary-Ann Twist, Managing Editor, Jounral of Consumer Research
For this event, Mary-Ann focused on the editorial procedures at the Journal of Consumer Research, and addressed “everything you’ve always wanted to know about JCR but were afraid to ask the editor.”
Demystifying the Review Process at JCR
Mary-Ann Twist, Managing Editor, Jounral of Consumer Research
For this event, Mary-Ann focused on the editorial procedures at the Journal of Consumer Research, and addressed “everything you’ve always wanted to know about JCR but were afraid to ask the editor.”
October 7th, 2011
The Maker and Hackerspace Movement
Christopher Bodel, Jordan Bunker, Jim Burke, Kadi Sistak, Electromagnate
The Electromagnate team joinined us to discuss a documentary they’ve been working on called “ReMade: The Rebirth of the Maker Movement.” This film examines communities called “hackerspaces”—open laboratories where people with common interests can share knowledge and make things. For an example of a local hackerspace community, visit the folks at Pumping Station: One. The Electromagnate team shared their experiences making the documentary and interacting with those in the “maker movement.” They also discussed their impressions of the movement, which raised interesting new questions about marketplace innovation, consumer communities, and the sometimes fuzzy distinction between consumer and producer.
The Maker and Hackerspace Movement
Christopher Bodel, Jordan Bunker, Jim Burke, Kadi Sistak, Electromagnate
The Electromagnate team joinined us to discuss a documentary they’ve been working on called “ReMade: The Rebirth of the Maker Movement.” This film examines communities called “hackerspaces”—open laboratories where people with common interests can share knowledge and make things. For an example of a local hackerspace community, visit the folks at Pumping Station: One. The Electromagnate team shared their experiences making the documentary and interacting with those in the “maker movement.” They also discussed their impressions of the movement, which raised interesting new questions about marketplace innovation, consumer communities, and the sometimes fuzzy distinction between consumer and producer.
November 4th, 2011
What Does Green Mean? Professional and Working Class Views of Sustainable Consumption
Ashley Heyer and Ashlee Humphreys, Integrated Marketing Communications Department, Northwestern University
Environmentalism, sustainability, or “green” consumption has become a central trend in the United States in the last ten years as consumers have become increasingly aware of the ecological implications of marketplace decisions. And yet, most marketing communications surrounding sustainability target professional-class consumers, drawing from frames that appeal to those with high cultural capital such as authenticity, naturalism, and cosmopolitanism. How do consumers in the working class perceive sustainability? To investigate this question, Ashley and Ashlee presented results from their qualitative study, which explores consumer attitudes toward sustainable consumption in order to understand how these views differ by class. Results of depth interviews and an accompanying Q-sort task revealed that consumers from the professional class tend to view sustainable consumption on a systemic level and focus on conditions of production while working class consumers tend to view sustainable consumption concretely and focus on conditions of consumption. They also discussed their interpretation of these findings in light of previous research in political and cultural sociology. While professionals used discourses from the civic and marketplace regimes of justification, working class consumers used discourses from the domestic regime of justification.
What Does Green Mean? Professional and Working Class Views of Sustainable Consumption
Ashley Heyer and Ashlee Humphreys, Integrated Marketing Communications Department, Northwestern University
Environmentalism, sustainability, or “green” consumption has become a central trend in the United States in the last ten years as consumers have become increasingly aware of the ecological implications of marketplace decisions. And yet, most marketing communications surrounding sustainability target professional-class consumers, drawing from frames that appeal to those with high cultural capital such as authenticity, naturalism, and cosmopolitanism. How do consumers in the working class perceive sustainability? To investigate this question, Ashley and Ashlee presented results from their qualitative study, which explores consumer attitudes toward sustainable consumption in order to understand how these views differ by class. Results of depth interviews and an accompanying Q-sort task revealed that consumers from the professional class tend to view sustainable consumption on a systemic level and focus on conditions of production while working class consumers tend to view sustainable consumption concretely and focus on conditions of consumption. They also discussed their interpretation of these findings in light of previous research in political and cultural sociology. While professionals used discourses from the civic and marketplace regimes of justification, working class consumers used discourses from the domestic regime of justification.
December 2nd, 2011
Consuming Authentic Ancestry: Personal Genomics, Genetic-Ethnic Identities, and the Co-Creation of Genetic Return
Elonda Clay, Lutheran School of Theology at Chicago
For this presentation, Elonda discussed the concept of genetic return (Zoloth 2003), which relates four key features: “lost” tribal identity, the use of genetic knowledge as proof of ancestry, a yearning for reconciliation from diaspora, and return to an ancestral homeland. Utopian ideals of roots, reconciliation, race, and community are often expressed by diasporic groups through these narratives of ancestry and genetic relatedness (Parfitt 2006, Basu 2007, Nash 2008, and Nelson 2008). Elonda’s presentation also focused on marketplace manifestations of genetic return. While consumers strategically use genomic services to re-imagine and construct personal and communal identities, DTC (direct-to-consumer) personal genome companies and news media often appropriate genetic return narratives in the marketing of their products. This co-creation of genetic return informs both the building of brand communities associated with specific personal genomic companies or projects, as well as the building of virtual genetic communities or biosocialities (Rabinow 1992) organized around ancestry informative markers.
Consuming Authentic Ancestry: Personal Genomics, Genetic-Ethnic Identities, and the Co-Creation of Genetic Return
Elonda Clay, Lutheran School of Theology at Chicago
For this presentation, Elonda discussed the concept of genetic return (Zoloth 2003), which relates four key features: “lost” tribal identity, the use of genetic knowledge as proof of ancestry, a yearning for reconciliation from diaspora, and return to an ancestral homeland. Utopian ideals of roots, reconciliation, race, and community are often expressed by diasporic groups through these narratives of ancestry and genetic relatedness (Parfitt 2006, Basu 2007, Nash 2008, and Nelson 2008). Elonda’s presentation also focused on marketplace manifestations of genetic return. While consumers strategically use genomic services to re-imagine and construct personal and communal identities, DTC (direct-to-consumer) personal genome companies and news media often appropriate genetic return narratives in the marketing of their products. This co-creation of genetic return informs both the building of brand communities associated with specific personal genomic companies or projects, as well as the building of virtual genetic communities or biosocialities (Rabinow 1992) organized around ancestry informative markers.
February 3rd, 2012
The Garden or the Machine? Digging Up the Yard
Elizabeth Hirschman, Department of Marketing, Rutgers Business School
For this presentation, Beth discussed a project that is in development, and which she is co-authoring with Ayalla Ruvio at Temple University and Russel Belk at the Schulich School of Business. It began as an interpretive study of the relationship between consumers and their yards. Using the western ideological motifs of utilitarianism and romanticism as their primary interpretive structure, Beth and her colleagues were aiming toward a “warm-and-fuzzy happy ending in which our homeowners decide to embrace a more ecologically friendly focus for their yards (e.g., reducing dependence on pesticides).” However, once they began reading through the interviews, they came into contact with some much deeper currents of cultural thought, which took them all the way back to ancient Sumer and the first known human written narrative.
Beth was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
The Garden or the Machine? Digging Up the Yard
Elizabeth Hirschman, Department of Marketing, Rutgers Business School
For this presentation, Beth discussed a project that is in development, and which she is co-authoring with Ayalla Ruvio at Temple University and Russel Belk at the Schulich School of Business. It began as an interpretive study of the relationship between consumers and their yards. Using the western ideological motifs of utilitarianism and romanticism as their primary interpretive structure, Beth and her colleagues were aiming toward a “warm-and-fuzzy happy ending in which our homeowners decide to embrace a more ecologically friendly focus for their yards (e.g., reducing dependence on pesticides).” However, once they began reading through the interviews, they came into contact with some much deeper currents of cultural thought, which took them all the way back to ancient Sumer and the first known human written narrative.
Beth was selected as our annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
March 2nd, 2012
Cognitive and Emotional Processes within Brand Communities and their Impact on Brand Support and Loyalty
Melanie Zaglia, Department of Strategic Management, Marketing and Tourism, University of Innsbruck and Marketing Department (visiting) University of Michigan
Building on an affect theory of social exchange and a decade of brand community research, Melanie presented research that describes and tests the effect of cognitive and emotional processes within brand communities on members’ behavior. Her study investigated three samples of two independent brand communities for brand owners and non-owners. Her results demonstrated the importance of social exchanges between brand enthusiasts, their identification with the community, and its impact on members’ brand feelings and behavior. Contrary to prior findings, brand communities turn out to be a successful tool for customer retention and new customer acquisition.
Cognitive and Emotional Processes within Brand Communities and their Impact on Brand Support and Loyalty
Melanie Zaglia, Department of Strategic Management, Marketing and Tourism, University of Innsbruck and Marketing Department (visiting) University of Michigan
Building on an affect theory of social exchange and a decade of brand community research, Melanie presented research that describes and tests the effect of cognitive and emotional processes within brand communities on members’ behavior. Her study investigated three samples of two independent brand communities for brand owners and non-owners. Her results demonstrated the importance of social exchanges between brand enthusiasts, their identification with the community, and its impact on members’ brand feelings and behavior. Contrary to prior findings, brand communities turn out to be a successful tool for customer retention and new customer acquisition.
May 4th, 2012
Shopseeking: Coping with Offline Discrimination Online
Geraldine Henderson, Department of Supply Chain Management and Marketing Sciences, Rutgers University, Akon Ekpo Marketing Department, University of Illinois at Chicago, Amber Chenevert, Department of Advertising, University of Texas at Austin
In our modern society, consumers report discrimination based on many factors as well as the ways they have dealt with those marginalizing experiences. Yet, extant literature has focused its discussion on racial and ethnic discrimination within the physical service/retail environment. Though the injustices these consumers have faced are incredibly real, this limited focus obscures the reality of unequal, hierarchical, power relations between and within different consumer groups, which calls for a broader perspective of how we view marginalizing experiences. Furthermore, with the growing ubiquity of information technology and wide acceptance of its use, consumers have a broader range of options in dealing with marginalizing experiences in the marketplace. How do consumers evaluate marginalizing shopping experiences? And, how does their evaluation shape the coping strategies they perceive to be available to them? To investigate these questions, Akon Ekpo presented results from the qualitative study she implemented with her colleagues, which explores consumers’ lived experience of marginalization in the marketplace. While her presentation focused in part on racial- and ethnicity-based discrimination, her work also explored a broader range of discrimination that considers gender, age, physical appearance, sexuality, and religion, in order to illuminate modern day consumer shopping and service-oriented experiences.
Shopseeking: Coping with Offline Discrimination Online
Geraldine Henderson, Department of Supply Chain Management and Marketing Sciences, Rutgers University, Akon Ekpo Marketing Department, University of Illinois at Chicago, Amber Chenevert, Department of Advertising, University of Texas at Austin
In our modern society, consumers report discrimination based on many factors as well as the ways they have dealt with those marginalizing experiences. Yet, extant literature has focused its discussion on racial and ethnic discrimination within the physical service/retail environment. Though the injustices these consumers have faced are incredibly real, this limited focus obscures the reality of unequal, hierarchical, power relations between and within different consumer groups, which calls for a broader perspective of how we view marginalizing experiences. Furthermore, with the growing ubiquity of information technology and wide acceptance of its use, consumers have a broader range of options in dealing with marginalizing experiences in the marketplace. How do consumers evaluate marginalizing shopping experiences? And, how does their evaluation shape the coping strategies they perceive to be available to them? To investigate these questions, Akon Ekpo presented results from the qualitative study she implemented with her colleagues, which explores consumers’ lived experience of marginalization in the marketplace. While her presentation focused in part on racial- and ethnicity-based discrimination, her work also explored a broader range of discrimination that considers gender, age, physical appearance, sexuality, and religion, in order to illuminate modern day consumer shopping and service-oriented experiences.
2010-2011
October 1st, 2010
The Resource Value of Experiential Consumption
Michelle Weinberger, Integrated Marketing Communications Department, Northwestern University
Michelle’s research examines whether experiential consumption among middle-class consumers produces value beyond the hedonic value identified in previous research. For this presentation, she discussed her identification of the value of “explorative experiences,” proposed reasons for why these experiences are valued, and identified a tension that consumers experience between “explorative experiences” and “domestic experiences.”
The Resource Value of Experiential Consumption
Michelle Weinberger, Integrated Marketing Communications Department, Northwestern University
Michelle’s research examines whether experiential consumption among middle-class consumers produces value beyond the hedonic value identified in previous research. For this presentation, she discussed her identification of the value of “explorative experiences,” proposed reasons for why these experiences are valued, and identified a tension that consumers experience between “explorative experiences” and “domestic experiences.”
November 5th, 2010
Playing by the Rules: Competing Logics of Exchange in the Market for Contemporary Art
Erica Coslor, Sociology Department, University of Chicago
Erica’s research compares and contrasts the norms and expectations of two systems of exchange in the art market: auction houses and art galleries. For this presentation, she discussed the functions of each of these exchange systems, the rules that govern each system, and the strategies that buyers use to participate in both types of exchange.
Playing by the Rules: Competing Logics of Exchange in the Market for Contemporary Art
Erica Coslor, Sociology Department, University of Chicago
Erica’s research compares and contrasts the norms and expectations of two systems of exchange in the art market: auction houses and art galleries. For this presentation, she discussed the functions of each of these exchange systems, the rules that govern each system, and the strategies that buyers use to participate in both types of exchange.
December 3rd, 2010
The Uncertain Disciplinary Status of Consumer Behavior: Implications for Consumer Culture Theory
Alan Malter, Department of Managerial Studies, University of Illinois at Chicao
Macinnis and Folkes (2010, JCR) argue that consumer behavior (CB) is neither an independent discipline nor an interdisciplinary field, but is a subdiscipline of marketing. Where does this leave consumer culture theory, especially given the uncertain and shifting status of marketing itself? For this session, Alan led a discussion of the Macinnis and Folkes article, with a focus on the article’s implications for our own view of consumer research.
The Uncertain Disciplinary Status of Consumer Behavior: Implications for Consumer Culture Theory
Alan Malter, Department of Managerial Studies, University of Illinois at Chicao
Macinnis and Folkes (2010, JCR) argue that consumer behavior (CB) is neither an independent discipline nor an interdisciplinary field, but is a subdiscipline of marketing. Where does this leave consumer culture theory, especially given the uncertain and shifting status of marketing itself? For this session, Alan led a discussion of the Macinnis and Folkes article, with a focus on the article’s implications for our own view of consumer research.
February 4th, 2011
If These Collectibles Could Talk: The Relived Experience of Authentic Black Memorabilia
Geraldine Henderson, College of Communication, The University of Texas at Austin
Black memorabilia is frequently controversial and has been described as one of the provocative areas of collecting in the United States. Why do people collect Black memorabilia? For several years, Geri and her colleagues have been examining the value and meanings that individuals associate with this kind of collecting, and identifying the factors that lead individuals to hold these meanings. For this talk, Geri presented results from several research projects, which cover a range of relevant issues, including the development and influence of collective memory, the marketplace value of depictions of the past, and consumer assessments of authenticity.
If These Collectibles Could Talk: The Relived Experience of Authentic Black Memorabilia
Geraldine Henderson, College of Communication, The University of Texas at Austin
Black memorabilia is frequently controversial and has been described as one of the provocative areas of collecting in the United States. Why do people collect Black memorabilia? For several years, Geri and her colleagues have been examining the value and meanings that individuals associate with this kind of collecting, and identifying the factors that lead individuals to hold these meanings. For this talk, Geri presented results from several research projects, which cover a range of relevant issues, including the development and influence of collective memory, the marketplace value of depictions of the past, and consumer assessments of authenticity.
March 4th, 2011
Youth Status, “Style,” and Branded Forms in South India
Constantine Nakassis, Department of Anthropology, University of Chicago
Costas presented findings based on over 2 years of ethnographic research among college-age youth, television and film production, and counterfeit brand garment production in Tamil Nadu, India. One of the main topics of inquiry for his research has been the relationship between youth concepts of masculinity and status and how they articulate to the consumption, circulation, and production of brand garments in South India — authentic, grey market (export surplus and defects), counterfeit, and what we might call brand “inspired.”
Youth Status, “Style,” and Branded Forms in South India
Constantine Nakassis, Department of Anthropology, University of Chicago
Costas presented findings based on over 2 years of ethnographic research among college-age youth, television and film production, and counterfeit brand garment production in Tamil Nadu, India. One of the main topics of inquiry for his research has been the relationship between youth concepts of masculinity and status and how they articulate to the consumption, circulation, and production of brand garments in South India — authentic, grey market (export surplus and defects), counterfeit, and what we might call brand “inspired.”
April 1st, 2011
Consuming Consumer Culture: Consequences of Consumer Subjectivity
Fuat Firat, College of Business, The University of Texas-Pan American
In his presentation, Fuat offered his perspective on modern thought’s promotion of the consumerization of the subject and the individuality of the human being. Although highly meritorious in history, these orientations in modern life may have also excessively promoted and focused humanity’s attention on projects of identity, and on the concept of value as the organizing principle of modern life. This presentation focused on the consequences of these modern biases and their implications for the discipline of consumer research.
Fuat was selected as our first annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
Consuming Consumer Culture: Consequences of Consumer Subjectivity
Fuat Firat, College of Business, The University of Texas-Pan American
In his presentation, Fuat offered his perspective on modern thought’s promotion of the consumerization of the subject and the individuality of the human being. Although highly meritorious in history, these orientations in modern life may have also excessively promoted and focused humanity’s attention on projects of identity, and on the concept of value as the organizing principle of modern life. This presentation focused on the consequences of these modern biases and their implications for the discipline of consumer research.
Fuat was selected as our first annual “fly-in” speaker–someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
May 6th, 2011
The Cultural Construction of Consumer Credit
Nina Diamond and Suzanne Fogel, Department of Marketing, DePaul University
Nina and Sue presented their exploratory research on the role of credit in the everyday lives of consumers in three Asian countries. Their work examines the cultural meanings assigned to credit cards and the financial management practices in which those meanings manifest. They also investigate how the unique political and economic agendas and regulatory policies of national governments frame consumer understanding of credit cards and influence local credit consumption practices, and how the financial services industry generates similarities in consumer meanings and credit practices across cultures by means of global positioning efforts and images of “the good life”.
The Cultural Construction of Consumer Credit
Nina Diamond and Suzanne Fogel, Department of Marketing, DePaul University
Nina and Sue presented their exploratory research on the role of credit in the everyday lives of consumers in three Asian countries. Their work examines the cultural meanings assigned to credit cards and the financial management practices in which those meanings manifest. They also investigate how the unique political and economic agendas and regulatory policies of national governments frame consumer understanding of credit cards and influence local credit consumption practices, and how the financial services industry generates similarities in consumer meanings and credit practices across cultures by means of global positioning efforts and images of “the good life”.
2009-2010
October 9th, 2009
Computer-Aided Content Analysis
Ashlee Humphreys, Integrated Marketing Communications Department, Northwestern University
For this season, Ashlee led an interactive discussion about, and demonstration of, the resources available for computer-aided content analysis, as well as the plusses and minuses of using this method for analyzing qualitative data.
Computer-Aided Content Analysis
Ashlee Humphreys, Integrated Marketing Communications Department, Northwestern University
For this season, Ashlee led an interactive discussion about, and demonstration of, the resources available for computer-aided content analysis, as well as the plusses and minuses of using this method for analyzing qualitative data.
November 13th, 2009
Toward A Theory of Brand Discourse
Laura Oswald, Department of Advertising, University of Illinois
Current theories of meaning production and consumer response in marketing communication focus on advertisements taken in isolation from the brand legacy and the competitive context. Thus there is currently not an approach to advertising that accounts for the structure and context of brand meaning, a global discourse that transcends any particular advertisement and reiterates the brand position over time and across markets. In this presentation, Laura introduced the structural theory of discourse to account for implication of the surface message or text, cultural and ideological subtexts, and the implication of consumers/readers/spectators in the brand world. She argued that discourse theory constitutes the single most important advance in semiotic inquiry since Saussure, because it takes into consideration the dialectical relation between the structure of sign systems and the social codes structuring semiosis, or meaning production, a process that engages a communicating agent and a receiver in a communication event. She supported her decision with case studies.
Toward A Theory of Brand Discourse
Laura Oswald, Department of Advertising, University of Illinois
Current theories of meaning production and consumer response in marketing communication focus on advertisements taken in isolation from the brand legacy and the competitive context. Thus there is currently not an approach to advertising that accounts for the structure and context of brand meaning, a global discourse that transcends any particular advertisement and reiterates the brand position over time and across markets. In this presentation, Laura introduced the structural theory of discourse to account for implication of the surface message or text, cultural and ideological subtexts, and the implication of consumers/readers/spectators in the brand world. She argued that discourse theory constitutes the single most important advance in semiotic inquiry since Saussure, because it takes into consideration the dialectical relation between the structure of sign systems and the social codes structuring semiosis, or meaning production, a process that engages a communicating agent and a receiver in a communication event. She supported her decision with case studies.
December 11th, 2009
Double Moral Hazard at 20,000 Feet
Gülnur Tumbat, Department of Marketing, San Francisco State University, Kent Grayson, Marketing Department, Northwestern University
In this presentation, Kent presented his research (co-authored with Gülnur Tumbat on agency relationship between climbers and guides on Mount Everest. Participating in these relationships involves serious risks for both “sides” of the exchange relationship. Yet, while previous research on agency relationships has proposed a number of solutions for handling this kind of risk, many of these solutions do not apply on Everest. This presentation highlighted additional solutions for the agency problem, which have not been emphasized in previous work on agency relationships.
Double Moral Hazard at 20,000 Feet
Gülnur Tumbat, Department of Marketing, San Francisco State University, Kent Grayson, Marketing Department, Northwestern University
In this presentation, Kent presented his research (co-authored with Gülnur Tumbat on agency relationship between climbers and guides on Mount Everest. Participating in these relationships involves serious risks for both “sides” of the exchange relationship. Yet, while previous research on agency relationships has proposed a number of solutions for handling this kind of risk, many of these solutions do not apply on Everest. This presentation highlighted additional solutions for the agency problem, which have not been emphasized in previous work on agency relationships.
February 12th, 2010
The Costs of “Effectiveness” in Social Marketing Messaging
Rita Denny, Practica Group LLC, Chicago IL
This presentation described a study undertaken in New Zealand, which focused on both the semiotic codes of social marketing messages and the interpretations of this messaging by targeted audiences (including Maori and Pacific Islanders). The presentation questioned the utility of standard measures of ‘effectiveness’ (e.g. compliance) and instead asked, what is the price to be paid by such messaging when it undermines New Zealand cultural ideals and legends of solidarity?
The Costs of “Effectiveness” in Social Marketing Messaging
Rita Denny, Practica Group LLC, Chicago IL
This presentation described a study undertaken in New Zealand, which focused on both the semiotic codes of social marketing messages and the interpretations of this messaging by targeted audiences (including Maori and Pacific Islanders). The presentation questioned the utility of standard measures of ‘effectiveness’ (e.g. compliance) and instead asked, what is the price to be paid by such messaging when it undermines New Zealand cultural ideals and legends of solidarity?
March 5th, 2010
Chief Culture Officer
Grant McCracken, Research Affiliate, Convergence Culture Consortium, Massachusetts Institute of Technology
During this presentation, Grant discussed his new book, Chief Culture Officer: How to Create A Living Breathing Corporation. The book argues that every company needs a chief cultural officer to anticipate cultural trends rather than passively waiting for these trends and reacting to them. The book specifies the skills that a CCO should have, and provides a range of examples of companies that have been benefited to having someone play the role of CCO in spirit (if not also in name).
Grant was selected as our first annual “fly-in” speaker-someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly-in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
Chief Culture Officer
Grant McCracken, Research Affiliate, Convergence Culture Consortium, Massachusetts Institute of Technology
During this presentation, Grant discussed his new book, Chief Culture Officer: How to Create A Living Breathing Corporation. The book argues that every company needs a chief cultural officer to anticipate cultural trends rather than passively waiting for these trends and reacting to them. The book specifies the skills that a CCO should have, and provides a range of examples of companies that have been benefited to having someone play the role of CCO in spirit (if not also in name).
Grant was selected as our first annual “fly-in” speaker-someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the “fly-in” speaker were open to everyone on the C4 mailing list. Thanks to all who participated!
April 9th, 2010
Aesthetics and Beyond in Advertising: Theory of Distance in Aesthetics and its Implication in Advertising
Vivienne Chen, Department of Management and Marketing, Oakland University
In this presentation, Vivienne addressed one major aspect in aesthetic theory-the distance- and explored how consumers, without self interest, appreciate the advertising and get involved with the aesthetic elements.
Aesthetics and Beyond in Advertising: Theory of Distance in Aesthetics and its Implication in Advertising
Vivienne Chen, Department of Management and Marketing, Oakland University
In this presentation, Vivienne addressed one major aspect in aesthetic theory-the distance- and explored how consumers, without self interest, appreciate the advertising and get involved with the aesthetic elements.
2008-2009
February 13th, 2009
Possession or Access: Consumer Mode Preference, Consumer Desire and Value Investigation
Vivienne Chen, Department of Management and Marketing, Oakland University
For this presentation, Vivienne discussed her research, which used contemporary art collection and museum visits to explore two different consumption modes–possession and access, and to understand the relative consumer desire and value associated with each mode.
Possession or Access: Consumer Mode Preference, Consumer Desire and Value Investigation
Vivienne Chen, Department of Management and Marketing, Oakland University
For this presentation, Vivienne discussed her research, which used contemporary art collection and museum visits to explore two different consumption modes–possession and access, and to understand the relative consumer desire and value associated with each mode.
March 6th, 2009
Marketing: Is There A Paradigm Shift?
This session brought together marketing practitioners and academics in an open discussion of recent trends and shifts in marketing thought. Al Muniz kicked off the session with his thoughts. The session was initiated by Linda Tuncay and was co-hosted by the Chicago Interactive Marketing Association..
Marketing: Is There A Paradigm Shift?
This session brought together marketing practitioners and academics in an open discussion of recent trends and shifts in marketing thought. Al Muniz kicked off the session with his thoughts. The session was initiated by Linda Tuncay and was co-hosted by the Chicago Interactive Marketing Association..
2007-2008
September 4, 2007
Consumer Tribes
Bernard Cova, Marketing Department, Euromed Marseilles School of Management
For the inaugural event of our community, Bernard discussed his new book on consumer tribes (co-authored by Robert Kozinets and Avi Shankar). The aim of this book is to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. Marketing and consumer research has traditionally conceptualized marketplaces as being comprised of individual consumers and has thus tended to view marketplaces as aggregations of atomized individuals rather than as being influenced by classes or groups of consumers. Yet, it is the tribes—the many little groups we belong to—that are fundamental to our experience of life and of consumption.
Consumer Tribes
Bernard Cova, Marketing Department, Euromed Marseilles School of Management
For the inaugural event of our community, Bernard discussed his new book on consumer tribes (co-authored by Robert Kozinets and Avi Shankar). The aim of this book is to offer a systematic overview of the area that has been defined as “cultures of consumption”- consumption microcultures, brand cultures, brand tribes, and brand communities. Marketing and consumer research has traditionally conceptualized marketplaces as being comprised of individual consumers and has thus tended to view marketplaces as aggregations of atomized individuals rather than as being influenced by classes or groups of consumers. Yet, it is the tribes—the many little groups we belong to—that are fundamental to our experience of life and of consumption.
October 12 2007
Theories of Third Space: Re-Conceptualizing the Conceptual
Benet DeBerry-Spence, Department of Managerial Studies, College of Business Administration, UIC
In this presentation, Benet discussed theories of third space. Based on work conducted in Ghana’s largest arts and crafts open market, she proposed that existing conceptualizations of third space as temporary and as a state of being neither here nor there, do not capture how third space is often experienced. There is a need to re-conceptualize third space to include experiences of third space as on-going and as a state of being both here and there.
Theories of Third Space: Re-Conceptualizing the Conceptual
Benet DeBerry-Spence, Department of Managerial Studies, College of Business Administration, UIC
In this presentation, Benet discussed theories of third space. Based on work conducted in Ghana’s largest arts and crafts open market, she proposed that existing conceptualizations of third space as temporary and as a state of being neither here nor there, do not capture how third space is often experienced. There is a need to re-conceptualize third space to include experiences of third space as on-going and as a state of being both here and there.
November 16 2007
Masculinity and Consumption: Examining Underlying Tensions and Shopping Behavior
Linda Tuncay, Marketing Department, School of Business Administration, Loyola University Chicago, Cele Otnes, Marketing Department, College of Business, University of Illinois
This research used a qualitative approach to exploring the shopping behavior of heterosexual male shoppers of fashion and grooming products. The authors found that three types of tensions emerged: Rationality vs. Indulgence, Individuality vs. Conformity and Heterosexuality vs. Perceived Homosexuality.
Masculinity and Consumption: Examining Underlying Tensions and Shopping Behavior
Linda Tuncay, Marketing Department, School of Business Administration, Loyola University Chicago, Cele Otnes, Marketing Department, College of Business, University of Illinois
This research used a qualitative approach to exploring the shopping behavior of heterosexual male shoppers of fashion and grooming products. The authors found that three types of tensions emerged: Rationality vs. Indulgence, Individuality vs. Conformity and Heterosexuality vs. Perceived Homosexuality.
February 29th 2008
Book Discussion: Unmarketable
Ashlee Humphreys, Integrated Marketing Communications Dept, Medill School, Northwestern University
For this event, Ashlee led a discussion of the book Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity. This book examines how “underground” consumers fight against the mass-production mentality of dominant corporations and brands, and what happens when the “underground” becomes a marketplace just like the marketplace for dominant brands? What happens when “underground” ideas are co-opted by the very companies the underground fights against?
Book Discussion: Unmarketable
Ashlee Humphreys, Integrated Marketing Communications Dept, Medill School, Northwestern University
For this event, Ashlee led a discussion of the book Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity. This book examines how “underground” consumers fight against the mass-production mentality of dominant corporations and brands, and what happens when the “underground” becomes a marketplace just like the marketplace for dominant brands? What happens when “underground” ideas are co-opted by the very companies the underground fights against?