Pub Date : 2022-08-03DOI: 10.1177/14705931221116404
A. Hede, F. Kerrigan, M. Thyne
Brand extensions strategies are aimed at extracting further value from an existing brand. The brand family metaphor, which has resonated with marketing scholars and practitioners for decades, has promulgated the use of analogies such as parents, siblings and off-spring to describe resulting brand-to-brand relationships. In this paper however, we question whether this metaphor and its analogical mappings, still hold relevance given we are in an ‘era of liquid modernity’ (Bauman, 2000) where notions of family may be less prescriptive. Through our analysis of interview data with practitioners who work on literary film adaptations, we found that the relationships among original and extended brands may be better conceptualised using an alternative metaphor: ‘brand for rent’. Our analysis revealed that in many contemporary brand-to-brand relationships, the relationship between the two brands is not solid, but rather fluid with a ‘distance’ between them; and the relationship contractual rather than familial. Our findings indicate that this alternative metaphor may have particular merit as marketplaces adapt to increasingly fluid contexts, where novel brand extension strategies and brand-to-brand relationships are emerging. We suggest further exploration of the metaphor and consideration of others, to further assist to theorise the diversity in contemporary brand extension practice.
{"title":"Re-thinking brand extension theory: Parents, siblings and off-spring or landlords and tenants?","authors":"A. Hede, F. Kerrigan, M. Thyne","doi":"10.1177/14705931221116404","DOIUrl":"https://doi.org/10.1177/14705931221116404","url":null,"abstract":"Brand extensions strategies are aimed at extracting further value from an existing brand. The brand family metaphor, which has resonated with marketing scholars and practitioners for decades, has promulgated the use of analogies such as parents, siblings and off-spring to describe resulting brand-to-brand relationships. In this paper however, we question whether this metaphor and its analogical mappings, still hold relevance given we are in an ‘era of liquid modernity’ (Bauman, 2000) where notions of family may be less prescriptive. Through our analysis of interview data with practitioners who work on literary film adaptations, we found that the relationships among original and extended brands may be better conceptualised using an alternative metaphor: ‘brand for rent’. Our analysis revealed that in many contemporary brand-to-brand relationships, the relationship between the two brands is not solid, but rather fluid with a ‘distance’ between them; and the relationship contractual rather than familial. Our findings indicate that this alternative metaphor may have particular merit as marketplaces adapt to increasingly fluid contexts, where novel brand extension strategies and brand-to-brand relationships are emerging. We suggest further exploration of the metaphor and consideration of others, to further assist to theorise the diversity in contemporary brand extension practice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-08-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47260161","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-21DOI: 10.1177/14705931221114170
M. Tadajewski
This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provided the conditions of possibility for theorising marketplace interaction in our early history. Thirdly, marketing thinking has been and remains inflected by a position labelled ‘practical idealism’. It is a contrast to the ‘practical realism’ which also subtends our discipline. Adopting a genealogical approach, we explicate the threads of practical idealism weaved across Prentice Mulford, Thomson J. Hudson and A.F. Sheldon’s prominent works. Mulford provides the contours of the intellectual landscape. Hudson extends Mulford’s assumption grounds. Sheldon combines the articulations of Mulford, Hudson and studies in psychical research, outlining the viability of hypnosis and telepathy in sales practice. To distance itself from hypnosis and associations of manipulation, ‘suggestion’ was the epistemological-political replacement promoted by marketing theorists. Discursive transmutation was achieved through epistemological deviation. Epistemological deviation is conceptualised as the dismissal of and disengagement from a theoretical or hypothetical account without the consideration of appropriate evidence. W.D. Scott’s treatment of telepathy is an exemplar of epistemological deviation. It is a complete departure from the tenets of intellectual inquiry. What this means is that the promotion of psychology into marketing was accomplished – in part – by the abdication of critical reflection and not by its extension.
{"title":"Rethinking ‘marketing as applied economics’","authors":"M. Tadajewski","doi":"10.1177/14705931221114170","DOIUrl":"https://doi.org/10.1177/14705931221114170","url":null,"abstract":"This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provided the conditions of possibility for theorising marketplace interaction in our early history. Thirdly, marketing thinking has been and remains inflected by a position labelled ‘practical idealism’. It is a contrast to the ‘practical realism’ which also subtends our discipline. Adopting a genealogical approach, we explicate the threads of practical idealism weaved across Prentice Mulford, Thomson J. Hudson and A.F. Sheldon’s prominent works. Mulford provides the contours of the intellectual landscape. Hudson extends Mulford’s assumption grounds. Sheldon combines the articulations of Mulford, Hudson and studies in psychical research, outlining the viability of hypnosis and telepathy in sales practice. To distance itself from hypnosis and associations of manipulation, ‘suggestion’ was the epistemological-political replacement promoted by marketing theorists. Discursive transmutation was achieved through epistemological deviation. Epistemological deviation is conceptualised as the dismissal of and disengagement from a theoretical or hypothetical account without the consideration of appropriate evidence. W.D. Scott’s treatment of telepathy is an exemplar of epistemological deviation. It is a complete departure from the tenets of intellectual inquiry. What this means is that the promotion of psychology into marketing was accomplished – in part – by the abdication of critical reflection and not by its extension.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48303100","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-20DOI: 10.1177/14705931221116406
Paddy Lonergan, Maurice Patterson, Maria Lichrou
In this paper, we are concerned with how we might account for the under-appreciated relation of intensities that flow through and around consumption experiences. In pursuing clarity, researchers have tended to treat consumer experiences as bounded and discrete, segregated from the messy unfolding of life around them. In this work, we look to acknowledge this everyday unfolding of the experience to appreciate how we might articulate the more-than-representational excess of seemingly un-spectacular, quotidian moments of encounter, and how we might attune ourselves to the constant unfolding of consumer experiences. In addressing these concerns, we produce a series of narratives designed to reveal both the ecologies and processual registers of experience. These narratives seek not just to inform, but also to evoke and provoke. Moreover, they work to engage readers with the messiness of everyday life attempting to give form to phenomena that are essentially formless and in continuous circulation.
{"title":"Onflow and consumption: Affect and first encounters","authors":"Paddy Lonergan, Maurice Patterson, Maria Lichrou","doi":"10.1177/14705931221116406","DOIUrl":"https://doi.org/10.1177/14705931221116406","url":null,"abstract":"In this paper, we are concerned with how we might account for the under-appreciated relation of intensities that flow through and around consumption experiences. In pursuing clarity, researchers have tended to treat consumer experiences as bounded and discrete, segregated from the messy unfolding of life around them. In this work, we look to acknowledge this everyday unfolding of the experience to appreciate how we might articulate the more-than-representational excess of seemingly un-spectacular, quotidian moments of encounter, and how we might attune ourselves to the constant unfolding of consumer experiences. In addressing these concerns, we produce a series of narratives designed to reveal both the ecologies and processual registers of experience. These narratives seek not just to inform, but also to evoke and provoke. Moreover, they work to engage readers with the messiness of everyday life attempting to give form to phenomena that are essentially formless and in continuous circulation.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47347402","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-15DOI: 10.1177/14705931221114172
Hunter Jones, J. Hietanen
Following the recent #GameStop ‘market disruption’ where r/wallstreetbets ‘rogue’ traders were able to momentarily topple billion dollar hedge funds, we employ Deleuze and Guattari’s ‘war machine’ concept in order to comment on the potential of consumer resistance when matched up against global financial markets. While most extant theory follows the Foucauldian tradition in asserting that consumer resistance is a reaction to power, we use Deleuze and Guattari’s immanent theorisation of desire to make the case for thinking of resistance as primary. Far from a hagiography of affective affirmation, our immanent perspective draws attention to how state and corporate forms are readily able to co-opt consumer resistance. Ultimately, we make the case for reorienting consumer resistance research away from seeking out ruptures and breaks in stable structures of power to asking a more difficult question: how can resistance be organised to avoid capture?
{"title":"The r/wallstreetbets ‘war machine’: Explicating dynamics of consumer resistance and capture","authors":"Hunter Jones, J. Hietanen","doi":"10.1177/14705931221114172","DOIUrl":"https://doi.org/10.1177/14705931221114172","url":null,"abstract":"Following the recent #GameStop ‘market disruption’ where r/wallstreetbets ‘rogue’ traders were able to momentarily topple billion dollar hedge funds, we employ Deleuze and Guattari’s ‘war machine’ concept in order to comment on the potential of consumer resistance when matched up against global financial markets. While most extant theory follows the Foucauldian tradition in asserting that consumer resistance is a reaction to power, we use Deleuze and Guattari’s immanent theorisation of desire to make the case for thinking of resistance as primary. Far from a hagiography of affective affirmation, our immanent perspective draws attention to how state and corporate forms are readily able to co-opt consumer resistance. Ultimately, we make the case for reorienting consumer resistance research away from seeking out ruptures and breaks in stable structures of power to asking a more difficult question: how can resistance be organised to avoid capture?","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48016898","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-19DOI: 10.1177/14705931221108426
K. Sullivan, J. Rennstam, J. Bertilsson
In recent decades, tech-companies such as Amazon, Google, Facebook, and Apple have grown exponentially, and it can be tempting for cities to try to attract these powerful corporations. This paper explores a particular aspect of this development, namely, how cities brand themselves to win the favor of a single big business. We draw on institutional isomorphism and a case study of North American cities’ branding efforts to attract Amazon’s second headquarters (dubbed HQ2). Our qualitative analysis shows that branding for a big business can lead cities into what we call sycomorphism, that is, acting obsequiously toward an important other in ways similar to other organizations. We identified three key expressions of sycomorphism: pandering, identification, and blank-checking. Our study contributes with knowledge that cities are not only subject to generalized pressure to compete for businesses, but they are also enticed by single powerful actors outside their organizational field, that can “jolt” cities to communicate obsequiously to win favor. Through the concept of sycomorphism, we advance the theoretical understanding of the relationship between isomorphism and city branding and thereby expand the usefulness of institutional theory in marketing scholarship.
{"title":"Sycomorphism in city branding: The case of Amazon HQ2","authors":"K. Sullivan, J. Rennstam, J. Bertilsson","doi":"10.1177/14705931221108426","DOIUrl":"https://doi.org/10.1177/14705931221108426","url":null,"abstract":"In recent decades, tech-companies such as Amazon, Google, Facebook, and Apple have grown exponentially, and it can be tempting for cities to try to attract these powerful corporations. This paper explores a particular aspect of this development, namely, how cities brand themselves to win the favor of a single big business. We draw on institutional isomorphism and a case study of North American cities’ branding efforts to attract Amazon’s second headquarters (dubbed HQ2). Our qualitative analysis shows that branding for a big business can lead cities into what we call sycomorphism, that is, acting obsequiously toward an important other in ways similar to other organizations. We identified three key expressions of sycomorphism: pandering, identification, and blank-checking. Our study contributes with knowledge that cities are not only subject to generalized pressure to compete for businesses, but they are also enticed by single powerful actors outside their organizational field, that can “jolt” cities to communicate obsequiously to win favor. Through the concept of sycomorphism, we advance the theoretical understanding of the relationship between isomorphism and city branding and thereby expand the usefulness of institutional theory in marketing scholarship.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43128725","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-16DOI: 10.1177/14705931221108427
Michal J Carrington
Sacrifice is central to the flourishing of human culture and is integral to everyday life through practices of gifting, abstinence, donation and substitution. Consumer studies have predominantly taken a theological view of consumption-based sacrifice as medium of self-transformation, purification and transcendence to the realms of the sacred. Yet, there is a darker side to marketplace sacrifice. An alternative reading of sacrifice acknowledges the violence that is also often present in sacrifice – a violence that is directed and ritualised through the sacrifice of the scapegoat. Violent sacrifice can unite and reconcile conflicting individuals into a cohesive community, the taking of a life – at least symbolically – to restore social order and the status quo. This violent turn is missing from accounts of sacrifice and sacrificial gift giving in marketing and consumer studies that do not account for the deep, visceral, human desire for violent sacrifice – in both non-blood and bloodletting forms. To address this gap, I first introduce René Girard’s perspectives on violence, sacrifice and scapegoating to conceive an ideology of violent sacrifice in markets and consumption. I then re-examine extant market and consumer studies that investigate acts of sacrifice to reveal dimensions of violence and expand conceptions of sacrifice as being both light and dark. Thus, acknowledging the dual nature of sacrifice: purifying sacrifice to transform through abstinence and giving; and, violent sacrifice through mechanisms of scapegoating. Understanding these two faces of sacrifice has significant implication for marketing scholarship and marketing practice.
{"title":"Sacrifice and violence in the marketplace","authors":"Michal J Carrington","doi":"10.1177/14705931221108427","DOIUrl":"https://doi.org/10.1177/14705931221108427","url":null,"abstract":"Sacrifice is central to the flourishing of human culture and is integral to everyday life through practices of gifting, abstinence, donation and substitution. Consumer studies have predominantly taken a theological view of consumption-based sacrifice as medium of self-transformation, purification and transcendence to the realms of the sacred. Yet, there is a darker side to marketplace sacrifice. An alternative reading of sacrifice acknowledges the violence that is also often present in sacrifice – a violence that is directed and ritualised through the sacrifice of the scapegoat. Violent sacrifice can unite and reconcile conflicting individuals into a cohesive community, the taking of a life – at least symbolically – to restore social order and the status quo. This violent turn is missing from accounts of sacrifice and sacrificial gift giving in marketing and consumer studies that do not account for the deep, visceral, human desire for violent sacrifice – in both non-blood and bloodletting forms. To address this gap, I first introduce René Girard’s perspectives on violence, sacrifice and scapegoating to conceive an ideology of violent sacrifice in markets and consumption. I then re-examine extant market and consumer studies that investigate acts of sacrifice to reveal dimensions of violence and expand conceptions of sacrifice as being both light and dark. Thus, acknowledging the dual nature of sacrifice: purifying sacrifice to transform through abstinence and giving; and, violent sacrifice through mechanisms of scapegoating. Understanding these two faces of sacrifice has significant implication for marketing scholarship and marketing practice.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44735488","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-28DOI: 10.1177/14705931221104519
D. Corsaro, Isabella Maggioni
The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.
{"title":"The transformation of selling for value co-creation: Antecedents and boundary conditions","authors":"D. Corsaro, Isabella Maggioni","doi":"10.1177/14705931221104519","DOIUrl":"https://doi.org/10.1177/14705931221104519","url":null,"abstract":"The selling practice is facing an unprecedented process of change that is redefining the logic of value co-creation and disrupting the nature of B2B relationships across several industries. This phenomenon is well-known in managerial practice but under-investigated at a theoretical level. Sales literature aligns on acknowledging that selling and value co-creation unfold within broader service ecosystems. However, the changes occurring in sales have been predominantly studied by focusing on the single elements affecting them. Based on a qualitative study of 48 sales experts, this research draws on the service ecosystem theory to offer a holistic perspective of the factors driving the transformation of selling for value co-creation. The proposal from the study is that value co-creation through selling is a systemic and multi-actor phenomenon, including two antecedents: Hybridization of salespeople and Digital ecosystem empowerment, two boundary conditions: Multi-actor integration and Acceleration, and 23 sub-dimensions driving change in selling. The study also provides guidance for managerial practices, which is crucial due to the high failure rate of attempts at transforming sales.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-05-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45040582","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-26DOI: 10.1177/14705931221104520
B. Tronvoll, B. Edvardsson
In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.
{"title":"Customer experiences in crisis situations: An agency-structure perspective","authors":"B. Tronvoll, B. Edvardsson","doi":"10.1177/14705931221104520","DOIUrl":"https://doi.org/10.1177/14705931221104520","url":null,"abstract":"In times of crisis, interactions and structures can change, eradicating prevailing norms and rules, with enduring unfavorable effects, and existing conceptual frameworks may fail to explain the effects of radical contextual change. In such contexts, the meaning of the customer experience is also likely to change, and touchpoints, cues, and the concept of the customer journey may prove insufficient to theorize the formation of those experiences. Adopting an agency-structure perspective, the article explores how crisis disrupts and alters structuration modalities, including space-time perception, access to resources, and institutional arrangements. To conceptualize how these contextual changes affect customer experience, we contend that it is necessary to understand the complex set of interactions among multiple actors and the structures and modalities that together shape the customer experience. Drawing on structuration theories to elucidate how disruptive contexts and crisis modalities affect the customer experience, the proposed conceptual framework identifies crisis modalities (discontinuities, accessibility, and fragmentability) that explain customer experiences in disruptive contexts as meaningful patterns of interaction informed by structure and agency. These findings can help firms to understand and manage customer experiences in disruptive contexts. In conclusion, we discuss how future research might contextualize and test the proposed framework.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47546746","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-21DOI: 10.1177/14705931221095611
M. Tadajewski
Adopting a commitment to the principle of heterogeneity, combined with a concern for subjugated and disqualified knowledge, we unravel the debates around telepathy and telementation in marketing theory and practice. We explicate the conditions of possibility for these deliberations, focusing on the Society for Psychical Research (SPR). A close reading of the scholarly outputs published by members of the SPR helps us unpack the theoretical assumptions underwriting telepathy via the concept of the subliminal self. This material forms the foundations for William Walker Atkinson’s ‘practical occultism’. We review Atkinson’s work, making the case that telepathy was central to exerting personal influence. Our account thus diverges markedly from extant histories of influence. Attention is then turned to the jettisoning of telepathic linkages. Changes in discourse reflect ‘epistemological deflation’ in combination with ‘counter-reversal’. Nonetheless, telepathic and telementative assumptions remain central to our understanding of sales and marketing communications. The same can be said of consumer research. Telepathy may also impact our future in a novel, ‘synthetic’ form.
{"title":"Writing telepathy back into marketing theory","authors":"M. Tadajewski","doi":"10.1177/14705931221095611","DOIUrl":"https://doi.org/10.1177/14705931221095611","url":null,"abstract":"Adopting a commitment to the principle of heterogeneity, combined with a concern for subjugated and disqualified knowledge, we unravel the debates around telepathy and telementation in marketing theory and practice. We explicate the conditions of possibility for these deliberations, focusing on the Society for Psychical Research (SPR). A close reading of the scholarly outputs published by members of the SPR helps us unpack the theoretical assumptions underwriting telepathy via the concept of the subliminal self. This material forms the foundations for William Walker Atkinson’s ‘practical occultism’. We review Atkinson’s work, making the case that telepathy was central to exerting personal influence. Our account thus diverges markedly from extant histories of influence. Attention is then turned to the jettisoning of telepathic linkages. Changes in discourse reflect ‘epistemological deflation’ in combination with ‘counter-reversal’. Nonetheless, telepathic and telementative assumptions remain central to our understanding of sales and marketing communications. The same can be said of consumer research. Telepathy may also impact our future in a novel, ‘synthetic’ form.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-05-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43473144","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-17DOI: 10.1177/14705931221099314
Birgitta Sandberg, Leila Hurmerinta, Henna M Leino
Current understandings of emotional value focus on integral affects that are directly related to present judgements and choices. This neglects recent research on the complexity of affect and dismisses affects triggered by situations, events, or persons encountered in daily life outside of the decision-making situation or process; that is, incidental affects. In this article, we analyse the interplay between customers’ incidental and integral affects in value experience during life transitions. Based on the qualitative data collected on real-estate services, we unveil the internal dynamics of affective value by showing the intrapersonal and interpersonal forms of interplay (spillover, ambivalence, divergence and convergence) between integral and incidental affects. This advances knowledge on the composition and dynamics of the concept of affective value and on the affective value experience in life transitions.
{"title":"The interplay between customers’ incidental and integral affects in value experience","authors":"Birgitta Sandberg, Leila Hurmerinta, Henna M Leino","doi":"10.1177/14705931221099314","DOIUrl":"https://doi.org/10.1177/14705931221099314","url":null,"abstract":"Current understandings of emotional value focus on integral affects that are directly related to present judgements and choices. This neglects recent research on the complexity of affect and dismisses affects triggered by situations, events, or persons encountered in daily life outside of the decision-making situation or process; that is, incidental affects. In this article, we analyse the interplay between customers’ incidental and integral affects in value experience during life transitions. Based on the qualitative data collected on real-estate services, we unveil the internal dynamics of affective value by showing the intrapersonal and interpersonal forms of interplay (spillover, ambivalence, divergence and convergence) between integral and incidental affects. This advances knowledge on the composition and dynamics of the concept of affective value and on the affective value experience in life transitions.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2022-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49577960","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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