Pub Date : 2023-11-30DOI: 10.1177/14705931231218102
Aliette Lambert, Alexandra Rome, Francesca Fornari
Digital technologies are pervasive and ensnaring, resulting in widespread dependence of their varying forms and functions. In this commentary we reflect on the effects of our own digital dependencies, noticing how as digital technologies edge toward higher degrees of sentience, we humans are becoming psychically deadened, ever reliant on such technologies to support our fractured selves. Providing three intimate introspective accounts, we foreground emergent themes related to aliveness and addiction, illustrating how social media tendencies are rooted in existential insecurities stemming from psychic difficulties and traumas. We encourage marketing theorists to critically interrogate how digital technologies, and in particular social networking sites, exploit our vulnerabilities to propagate an addictive logic toward aims of capital accumulation.
{"title":"Stayin’ alive? Reflections on navigating digital dependency","authors":"Aliette Lambert, Alexandra Rome, Francesca Fornari","doi":"10.1177/14705931231218102","DOIUrl":"https://doi.org/10.1177/14705931231218102","url":null,"abstract":"Digital technologies are pervasive and ensnaring, resulting in widespread dependence of their varying forms and functions. In this commentary we reflect on the effects of our own digital dependencies, noticing how as digital technologies edge toward higher degrees of sentience, we humans are becoming psychically deadened, ever reliant on such technologies to support our fractured selves. Providing three intimate introspective accounts, we foreground emergent themes related to aliveness and addiction, illustrating how social media tendencies are rooted in existential insecurities stemming from psychic difficulties and traumas. We encourage marketing theorists to critically interrogate how digital technologies, and in particular social networking sites, exploit our vulnerabilities to propagate an addictive logic toward aims of capital accumulation.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139207931","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 : 2023-11-01DOI: 10.1177/14705931231209659
Sae Oshima, Nick Llewellyn
We explore the embodied nature of the customer experience. Engaging prior research, we suggest marketing literature is still coming to terms with how best to incorporate the body into its studies, noting manuscripts rarely attend to the bodies of customers moving in situ or analyse what customers do and achieve with their bodies. As a result, theoretical accounts remain quite disconnected from the de facto activities that comprise many marketing processes. Drawing on ethnomethodological study policies, and Wittgenstein’s notion of language games, our paper zooms-in on embodied conduct, analysing video recordings of consultations in hair salons. We analyse how customers embody thoughts about and emotional responses to the service provided. Rather than separating mind and body, we identify precise moments where customers draw service employees into their experience during live interaction. In so doing, the paper offers a vantage point from which to think anew about the customer experience as something that is public, shared, and thus accountable.
{"title":"Making the cut: the embodiment of experience in hair salons","authors":"Sae Oshima, Nick Llewellyn","doi":"10.1177/14705931231209659","DOIUrl":"https://doi.org/10.1177/14705931231209659","url":null,"abstract":"We explore the embodied nature of the customer experience. Engaging prior research, we suggest marketing literature is still coming to terms with how best to incorporate the body into its studies, noting manuscripts rarely attend to the bodies of customers moving in situ or analyse what customers do and achieve with their bodies. As a result, theoretical accounts remain quite disconnected from the de facto activities that comprise many marketing processes. Drawing on ethnomethodological study policies, and Wittgenstein’s notion of language games, our paper zooms-in on embodied conduct, analysing video recordings of consultations in hair salons. We analyse how customers embody thoughts about and emotional responses to the service provided. Rather than separating mind and body, we identify precise moments where customers draw service employees into their experience during live interaction. In so doing, the paper offers a vantage point from which to think anew about the customer experience as something that is public, shared, and thus accountable.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135272404","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 : 2023-10-17DOI: 10.1177/14705931231207684
Virginia Nyambura Mwangi, Hayley Louise Cocker, Maria G Piacentini
Issues of fairness relate to distributive justice (DJ), which is concerned with how a society distributes benefits and burdens. Whilst marketing theory has considered fairness in the distribution of basic goods, we lack insight into stakeholder perspectives on fairness for goods such as alcohol, which can be problematic, due to their global health and social burden. This study examines stakeholder perspectives on fairness from the Kenyan alcohol marketplace. Using longitudinal ethnographic data, we draw on two DJ theories, (egalitarianism and prioritarianism), to examine fairness perspectives of different stakeholders, their problem diagnosis, and proposed solutions to fairness challenges in the alcohol marketplace. By so doing, we give voice to previously unheard stakeholders, and expose some of the potential theoretical foundations for competing notions of fairness. The study also exemplifies the linkages between different forms of fairness and proposes a fairness chain as a framework for evaluating fairness in the marketplace.
{"title":"Stakeholder perspectives on fairness in the marketplace: Empirical evidence from the Kenyan alcohol market","authors":"Virginia Nyambura Mwangi, Hayley Louise Cocker, Maria G Piacentini","doi":"10.1177/14705931231207684","DOIUrl":"https://doi.org/10.1177/14705931231207684","url":null,"abstract":"Issues of fairness relate to distributive justice (DJ), which is concerned with how a society distributes benefits and burdens. Whilst marketing theory has considered fairness in the distribution of basic goods, we lack insight into stakeholder perspectives on fairness for goods such as alcohol, which can be problematic, due to their global health and social burden. This study examines stakeholder perspectives on fairness from the Kenyan alcohol marketplace. Using longitudinal ethnographic data, we draw on two DJ theories, (egalitarianism and prioritarianism), to examine fairness perspectives of different stakeholders, their problem diagnosis, and proposed solutions to fairness challenges in the alcohol marketplace. By so doing, we give voice to previously unheard stakeholders, and expose some of the potential theoretical foundations for competing notions of fairness. The study also exemplifies the linkages between different forms of fairness and proposes a fairness chain as a framework for evaluating fairness in the marketplace.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135993172","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 : 2023-10-17DOI: 10.1177/14705931231207327
Michael Kleinaltenkamp, Moritz J Kleinaltenkamp, Ingo O Karpen
Resources are central to value creation processes. Hence, marketing and service research rely heavily on conceptualisations of resources and resource integration for theory building efforts. One of the most widely accepted marketing lenses on resources and resource integration is the service-dominant (S-D) logic. Depicting resources as becoming and contextual, S-D logic argues that their usefulness co-depends on other resources. Some assumptions of S-D logic have been challenged particularly its dichotomous categorisation of operand and operant resources. To inform ongoing S-D logic theorising, our article problematises the multiple and contradictory ontological views upon resources and resource integration present within S-D logic. Moving beyond critique, we propose concrete means for reconciling these contradictions. Seeing a parallel between S-D logic’s ontological inconsistencies and past ontological disagreements in the philosophy of science, we draw on the philosophical perspective of Karen Barad to develop a consistent onto-epistemological foundation for conceptualising the becoming nature of resources in S-D logic. The theory adaptation we perform enhances the applicability and explanatory capacity of S-D logic, while also offering a more robust and rigorous foundation for marketing and service research at large and giving managers new means to make sense of co-dependent resource phenomena.
{"title":"Resource entanglement and indeterminacy: Advancing the service-dominant logic through the philosophy of Karen Barad","authors":"Michael Kleinaltenkamp, Moritz J Kleinaltenkamp, Ingo O Karpen","doi":"10.1177/14705931231207327","DOIUrl":"https://doi.org/10.1177/14705931231207327","url":null,"abstract":"Resources are central to value creation processes. Hence, marketing and service research rely heavily on conceptualisations of resources and resource integration for theory building efforts. One of the most widely accepted marketing lenses on resources and resource integration is the service-dominant (S-D) logic. Depicting resources as becoming and contextual, S-D logic argues that their usefulness co-depends on other resources. Some assumptions of S-D logic have been challenged particularly its dichotomous categorisation of operand and operant resources. To inform ongoing S-D logic theorising, our article problematises the multiple and contradictory ontological views upon resources and resource integration present within S-D logic. Moving beyond critique, we propose concrete means for reconciling these contradictions. Seeing a parallel between S-D logic’s ontological inconsistencies and past ontological disagreements in the philosophy of science, we draw on the philosophical perspective of Karen Barad to develop a consistent onto-epistemological foundation for conceptualising the becoming nature of resources in S-D logic. The theory adaptation we perform enhances the applicability and explanatory capacity of S-D logic, while also offering a more robust and rigorous foundation for marketing and service research at large and giving managers new means to make sense of co-dependent resource phenomena.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135995508","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}
This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology—a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, and consume. Our research contributes to understanding how consumption ideologies are promulgated in a digital, platformized world. In the context of U.S. gun culture, implications address the role of platformization in supporting gun companies’ promotional efforts, despite government- and platform-based restrictions, and the political dimensions of influencer and consumer cultures.
{"title":"Curating a consumption ideology: Platformization and gun influencers on Instagram","authors":"Jenna Drenten, Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart","doi":"10.1177/14705931231207329","DOIUrl":"https://doi.org/10.1177/14705931231207329","url":null,"abstract":"This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology—a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, and consume. Our research contributes to understanding how consumption ideologies are promulgated in a digital, platformized world. In the context of U.S. gun culture, implications address the role of platformization in supporting gun companies’ promotional efforts, despite government- and platform-based restrictions, and the political dimensions of influencer and consumer cultures.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136294694","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 : 2023-10-08DOI: 10.1177/14705931231207317
Thomas Boysen Anker
It is controversial whether consumption can constitute genuine, existential meaning for the individual. Building on philosophical explorations of subjective meaning, this study suggests a dynamic relationship between existential and teleological consumption. On the one hand, consumers demonstrate deep-level engagement with entities in the marketing eco-system (such as brand narratives and certain service encounters) to explore their own potentiality and develop an authentic vision of the good life. This is existential consumption. On the other, consumers adopt teleological modes of consumption where products and services are used more instrumentally to enact their vision of the good life. It is proposed that consumer choice is existentially meaningful insofar as it is conducive to the development or realisation of the individual vision of the good life. The theory and its implications are discussed in the context of recent deterministic and pessimistic/nihilistic challenges to marketing theory.
{"title":"Meaningful choice: Existential consumer theory","authors":"Thomas Boysen Anker","doi":"10.1177/14705931231207317","DOIUrl":"https://doi.org/10.1177/14705931231207317","url":null,"abstract":"It is controversial whether consumption can constitute genuine, existential meaning for the individual. Building on philosophical explorations of subjective meaning, this study suggests a dynamic relationship between existential and teleological consumption. On the one hand, consumers demonstrate deep-level engagement with entities in the marketing eco-system (such as brand narratives and certain service encounters) to explore their own potentiality and develop an authentic vision of the good life. This is existential consumption. On the other, consumers adopt teleological modes of consumption where products and services are used more instrumentally to enact their vision of the good life. It is proposed that consumer choice is existentially meaningful insofar as it is conducive to the development or realisation of the individual vision of the good life. The theory and its implications are discussed in the context of recent deterministic and pessimistic/nihilistic challenges to marketing theory.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135197970","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 : 2023-10-05DOI: 10.1177/14705931231207328
James Cronin, James Fitchett, Jack Coffin
Nietzsche invites us to turn our focus to how subjects seek out what is average rather than what is authentically independent. For marketing theory, this means recognising that while the desire for autonomy and self-determination functions as a seductive and collective narrative for consumer culture generally, it inevitably becomes denatured and delimited to what each individual consumer finds to be most convenient, credible, and practical. Using a Nietzschean toolbox, this paper diagnoses a contemporary malaise in the process of ‘commodified self-overcoming’, whereby subjects are fed the mass-mediated fantasy that they can overcome the symbolic similitude of the majority while remaining comfortably part of the social ‘herd’. We discuss this process using three illustrative archetypes: the inhuman ‘BIG Zombie’, the transhuman ‘Cyborg’, and the all-too-human ‘Slacktivist’. These archetypes reveal how the prospect of overcoming the self and all of its human trappings functions as a core fantasy for consumers, albeit one that is paradoxically produced and supplied by market mechanisms that perpetuate a lasting humanism. We explore the notion of ante-humanism and conclude with implications for the nascent tradition of Terminal Marketing.
{"title":"Market mutton dressed as ÜberLamb: Diagnosing the commodification of self-overcoming","authors":"James Cronin, James Fitchett, Jack Coffin","doi":"10.1177/14705931231207328","DOIUrl":"https://doi.org/10.1177/14705931231207328","url":null,"abstract":"Nietzsche invites us to turn our focus to how subjects seek out what is average rather than what is authentically independent. For marketing theory, this means recognising that while the desire for autonomy and self-determination functions as a seductive and collective narrative for consumer culture generally, it inevitably becomes denatured and delimited to what each individual consumer finds to be most convenient, credible, and practical. Using a Nietzschean toolbox, this paper diagnoses a contemporary malaise in the process of ‘commodified self-overcoming’, whereby subjects are fed the mass-mediated fantasy that they can overcome the symbolic similitude of the majority while remaining comfortably part of the social ‘herd’. We discuss this process using three illustrative archetypes: the inhuman ‘BIG Zombie’, the transhuman ‘Cyborg’, and the all-too-human ‘Slacktivist’. These archetypes reveal how the prospect of overcoming the self and all of its human trappings functions as a core fantasy for consumers, albeit one that is paradoxically produced and supplied by market mechanisms that perpetuate a lasting humanism. We explore the notion of ante-humanism and conclude with implications for the nascent tradition of Terminal Marketing.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135481419","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 : 2023-10-05DOI: 10.1177/14705931231207310
Fiona Spotswood, James Steele, Patrokolos Androulakis-Korakkakis, Alex Lucas
Extant consumer research interested in disruption and adaptation to routines undertheorizes the role of 'meanings' in adaptation processes, which are implicated as obstacles, or understood as adjustable to achieve adaptation. Practice theory foregrounds the dynamics of practices and their elements as shaping practice transition. From this, we explore and theorize meanings in practice adaptation by mobilising the theoretical leverage of concept of ‘teleoaffective structures’ to provide a granular theoretical account of how meanings shape adaptation after practice disruption. Through our empirical material, with strength training practitioners adapting to home training after gym closures, we illuminate how multifaceted teleoaffective 'components' are configured differently into routinised practice performances. These constitute practice–practitioner relationships. The characteristics of these teleoaffective configurations stretch across a spectrum from rigid to fluid, and shape adaptation pathways termed ‘replicate’ or ‘tolerate’. Rigid teleoaffective configurations constrain adaptation, demanding replication of the practice, which is often impossible because its feel and purpose become lost in new spatio-material contexts. Fluid configurations are more transportable and foster tolerance of reconfigured practices, often because of the variety of end goals, lack of dominant affective ends and because variability is built in, which means the practice is transportable. The theorisation of teleoaffective configuration contributes to existing research that foregrounds the role of creative consumer striving in practice adaptation by identifying how the life of elements and practitioners' intentional activity intersect to shape adaptation attempts. The study also advances from research that uses a collapsed conceptualisation of ‘meaning’ by embracing the complexity of teleoaffective structures. Furthermore, the framework connects understandings of practitioner and practice variance with adaptation outcomes whilst keeping practice elements, particularly the teleoaffective structure, as the central unit of analysis.
{"title":"The dynamics of teleoaffective configuration in practice adaptation","authors":"Fiona Spotswood, James Steele, Patrokolos Androulakis-Korakkakis, Alex Lucas","doi":"10.1177/14705931231207310","DOIUrl":"https://doi.org/10.1177/14705931231207310","url":null,"abstract":"Extant consumer research interested in disruption and adaptation to routines undertheorizes the role of 'meanings' in adaptation processes, which are implicated as obstacles, or understood as adjustable to achieve adaptation. Practice theory foregrounds the dynamics of practices and their elements as shaping practice transition. From this, we explore and theorize meanings in practice adaptation by mobilising the theoretical leverage of concept of ‘teleoaffective structures’ to provide a granular theoretical account of how meanings shape adaptation after practice disruption. Through our empirical material, with strength training practitioners adapting to home training after gym closures, we illuminate how multifaceted teleoaffective 'components' are configured differently into routinised practice performances. These constitute practice–practitioner relationships. The characteristics of these teleoaffective configurations stretch across a spectrum from rigid to fluid, and shape adaptation pathways termed ‘replicate’ or ‘tolerate’. Rigid teleoaffective configurations constrain adaptation, demanding replication of the practice, which is often impossible because its feel and purpose become lost in new spatio-material contexts. Fluid configurations are more transportable and foster tolerance of reconfigured practices, often because of the variety of end goals, lack of dominant affective ends and because variability is built in, which means the practice is transportable. The theorisation of teleoaffective configuration contributes to existing research that foregrounds the role of creative consumer striving in practice adaptation by identifying how the life of elements and practitioners' intentional activity intersect to shape adaptation attempts. The study also advances from research that uses a collapsed conceptualisation of ‘meaning’ by embracing the complexity of teleoaffective structures. Furthermore, the framework connects understandings of practitioner and practice variance with adaptation outcomes whilst keeping practice elements, particularly the teleoaffective structure, as the central unit of analysis.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134975650","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 : 2023-10-03DOI: 10.1177/14705931231207321
Kristin Bentsen, Per Egil Pedersen
The affordances offered by digital platforms may support the formation and maintenance of moralized markets – defined as markets that are undergirded with explicit moral principles that guide the interactions between market actors. In this paper, we draw on key tenets from recent advances in affordance theory, identifying social media platform affordances that support the moralization of digital markets. We develop insights based on qualitative data from the context of Norwegian digital local food markets, with focus on the role of digital affordances. We theorize particular ‘moral affordances’ that matter in the moralization of markets. We conclude by considering the possible outcomes that the increasing use of digital platforms may have for the moralization of contemporary markets.
{"title":"Can digital platforms support moralized markets? An analysis of affordances that matter to moralization","authors":"Kristin Bentsen, Per Egil Pedersen","doi":"10.1177/14705931231207321","DOIUrl":"https://doi.org/10.1177/14705931231207321","url":null,"abstract":"The affordances offered by digital platforms may support the formation and maintenance of moralized markets – defined as markets that are undergirded with explicit moral principles that guide the interactions between market actors. In this paper, we draw on key tenets from recent advances in affordance theory, identifying social media platform affordances that support the moralization of digital markets. We develop insights based on qualitative data from the context of Norwegian digital local food markets, with focus on the role of digital affordances. We theorize particular ‘moral affordances’ that matter in the moralization of markets. We conclude by considering the possible outcomes that the increasing use of digital platforms may have for the moralization of contemporary markets.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135695791","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 : 2023-10-03DOI: 10.1177/14705931231207319
Amy E Singer
In this paper, I extend the established concept of performativity by focusing on the origins and micro-level interactional strategies of marketing objects. In product markets wherein face-to-face interactions between buyers and sellers are impossible, profit-seeking firms depend upon marketing objects—and on their packaging stories—to interact with buyers. While much research focuses on the particular effects of performative marketing objects on consumers, I explore the conditions required for such effects to emerge. In this project, I employ a richly descriptive case study design by focusing on a transnational specialty food firm based in Indonesia and examining the complete collection of food product packages ( N = 81) that communicate with buyers on behalf of its products for sale. I understand marketing practices as helping to create the phenomena they allegedly describe, and thus contribute to object-oriented marketing theory through a dramaturgical analysis of packaging talk.
{"title":"Marketing objects as talking machines: The performative capacity of product packages","authors":"Amy E Singer","doi":"10.1177/14705931231207319","DOIUrl":"https://doi.org/10.1177/14705931231207319","url":null,"abstract":"In this paper, I extend the established concept of performativity by focusing on the origins and micro-level interactional strategies of marketing objects. In product markets wherein face-to-face interactions between buyers and sellers are impossible, profit-seeking firms depend upon marketing objects—and on their packaging stories—to interact with buyers. While much research focuses on the particular effects of performative marketing objects on consumers, I explore the conditions required for such effects to emerge. In this project, I employ a richly descriptive case study design by focusing on a transnational specialty food firm based in Indonesia and examining the complete collection of food product packages ( N = 81) that communicate with buyers on behalf of its products for sale. I understand marketing practices as helping to create the phenomena they allegedly describe, and thus contribute to object-oriented marketing theory through a dramaturgical analysis of packaging talk.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-10-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135738564","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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