Pub Date : 2023-05-23DOI: 10.1177/14705931231175698
Johanna Horppu
Although a wealth of consumer research literature has examined privacy, the majority of this research has been conducted from a micro-economic or psychological perspective. This has led to a rather narrow view of consumer privacy, which ignores the larger socio-cultural forces at play. This paper suggests a shift in research perspective by adopting a consumer culture theory approach. This allows an in-depth look into the micro, meso and macro levels of analysis to explore privacy as a subjective, lived experience but also as a representation of cultural meanings that are further shaped by marketplace actors. The paper synthesizes how privacy has been conceptualized within consumer theory and advances three necessary shifts in research focus: from (1) prediction to experience, (2) causality to systems and (3) outcome to process. Specific theories or focus areas are explored within these shifts, which are then utilized to build a future research agenda.
{"title":"Sensing privacy: Extending consumer privacy research through a consumer culture theory approach","authors":"Johanna Horppu","doi":"10.1177/14705931231175698","DOIUrl":"https://doi.org/10.1177/14705931231175698","url":null,"abstract":"Although a wealth of consumer research literature has examined privacy, the majority of this research has been conducted from a micro-economic or psychological perspective. This has led to a rather narrow view of consumer privacy, which ignores the larger socio-cultural forces at play. This paper suggests a shift in research perspective by adopting a consumer culture theory approach. This allows an in-depth look into the micro, meso and macro levels of analysis to explore privacy as a subjective, lived experience but also as a representation of cultural meanings that are further shaped by marketplace actors. The paper synthesizes how privacy has been conceptualized within consumer theory and advances three necessary shifts in research focus: from (1) prediction to experience, (2) causality to systems and (3) outcome to process. Specific theories or focus areas are explored within these shifts, which are then utilized to build a future research agenda.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48733762","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 : 2023-05-13DOI: 10.1177/14705931231175695
Victoria K. Wells, M. Carrigan, Navdeep Athwal
COVID-19 has had a profound effect on consumer behaviour. This conceptual piece uses foraging theory, extending and developing the foraging ecology of consumption model, to examine consumer behaviour in a pandemic. It is argued that a foraging interpretation of consumer behaviour is more relevant in situations where supply is uncertain, risks are enhanced and resourcefulness is important. The paper assesses the underlying mechanisms of behaviour change-objectives, currency and constraints – from a foraging perspective and examines their role in changing both patch (retail) choices and which items are consumed (prey choices). Additionally, the paper examines temporal and social challenges within the pandemic. The paper considers whether pandemic consumption behaviours will remain as threat levels subside and concludes with suggestions for future research.
{"title":"Pandemic-driven consumer behaviour: A foraging exploration","authors":"Victoria K. Wells, M. Carrigan, Navdeep Athwal","doi":"10.1177/14705931231175695","DOIUrl":"https://doi.org/10.1177/14705931231175695","url":null,"abstract":"COVID-19 has had a profound effect on consumer behaviour. This conceptual piece uses foraging theory, extending and developing the foraging ecology of consumption model, to examine consumer behaviour in a pandemic. It is argued that a foraging interpretation of consumer behaviour is more relevant in situations where supply is uncertain, risks are enhanced and resourcefulness is important. The paper assesses the underlying mechanisms of behaviour change-objectives, currency and constraints – from a foraging perspective and examines their role in changing both patch (retail) choices and which items are consumed (prey choices). Additionally, the paper examines temporal and social challenges within the pandemic. The paper considers whether pandemic consumption behaviours will remain as threat levels subside and concludes with suggestions for future research.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42943117","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 : 2023-03-30DOI: 10.1177/14705931231165098
Geoff Simmons, M. Durkin
Brands are increasingly seen in light of collaborative, value creation activities of a firm and all of its stakeholders. This is strongly influenced by the emergence and dominant role that social media plays in societies globally. With challenges presented for brand management and marketing scholarship more generally, to understand and react to the social implications presented for brand value creation. Accordingly, this study builds on the principles of S-D logic to expand understanding of the co-creation of brand value on social media. We introduce social construction theories, focusing on structuration theory. A conceptual model and propositions apply a structuration perspective to provide new insights into how brand value is socially constructed by multiple stakeholders using social media. The focus is on how stakeholder-brand interactions play out across three dimensions of social structure: meaning; norms; and power. We consider how brand meaning (and thus value), emerges out of consensus and dissensus between various stakeholders—brand loyalists and brand rebels—using social media to interact with brands. And how norms of behavior and structures of power guide and legitimize their social media use to reinforce, or potentially transform, brand meaning. Importantly, we consider how brand management can recognize the interactive opportunities provided by different social media platforms and the positions and roles of stakeholders and their social context in considering the social construction of brand value.
{"title":"Expanding understanding of brand value co-creation on social media from an S-D logic perspective: Introducing structuration theory","authors":"Geoff Simmons, M. Durkin","doi":"10.1177/14705931231165098","DOIUrl":"https://doi.org/10.1177/14705931231165098","url":null,"abstract":"Brands are increasingly seen in light of collaborative, value creation activities of a firm and all of its stakeholders. This is strongly influenced by the emergence and dominant role that social media plays in societies globally. With challenges presented for brand management and marketing scholarship more generally, to understand and react to the social implications presented for brand value creation. Accordingly, this study builds on the principles of S-D logic to expand understanding of the co-creation of brand value on social media. We introduce social construction theories, focusing on structuration theory. A conceptual model and propositions apply a structuration perspective to provide new insights into how brand value is socially constructed by multiple stakeholders using social media. The focus is on how stakeholder-brand interactions play out across three dimensions of social structure: meaning; norms; and power. We consider how brand meaning (and thus value), emerges out of consensus and dissensus between various stakeholders—brand loyalists and brand rebels—using social media to interact with brands. And how norms of behavior and structures of power guide and legitimize their social media use to reinforce, or potentially transform, brand meaning. Importantly, we consider how brand management can recognize the interactive opportunities provided by different social media platforms and the positions and roles of stakeholders and their social context in considering the social construction of brand value.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44947654","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 : 2023-03-09DOI: 10.1177/14705931231162400
Victoria K. Wells, M. Carrigan, Navdeep Athwal
Marketing and consumer research has drawn attention to life transitions as critical sites of consumption but has insufficiently explored bereavement, a universal life transition that can involve (un)wanted inheritance, initiating a potential cycle of retention, reimagining or disposal. Life transitions represent potentially transformative moments of consumption when individual consumption can be more positively redirected towards sustainable choices. Using semi-structured interviews and qualitative data, this study critically investigates the cycle of inheritance consumption, informed by Evans’ understanding of consumption with an emphasis on both acquisition and disposal. The study uncovers three liminal stages: separation and detachment; instability, ambiguity and prolonged liminality; and stability and completeness. First, we expand the scope of empirical consumer research by conceptualising inheritance as liminal. Second, we illuminate the inheritance consumption cycle, showing liminal inheritance stages are critical transition moments that trigger complex positive and negative emotional responses, with implications for whether goods remain suspended or pass into further utility. Finally, we extend liminality theory by conceptualising bereavement as a liminal life transition, and call for researchers to study inheritance beyond acquisition, since how inherited goods are retained or divested in liminal moments can have implications for sustainability and may provide opportunities to steer more responsible and fulfilling consumption with an emphasis on limits rather than excess.
{"title":"Holding on or letting go: Inheritance as a liminal experience","authors":"Victoria K. Wells, M. Carrigan, Navdeep Athwal","doi":"10.1177/14705931231162400","DOIUrl":"https://doi.org/10.1177/14705931231162400","url":null,"abstract":"Marketing and consumer research has drawn attention to life transitions as critical sites of consumption but has insufficiently explored bereavement, a universal life transition that can involve (un)wanted inheritance, initiating a potential cycle of retention, reimagining or disposal. Life transitions represent potentially transformative moments of consumption when individual consumption can be more positively redirected towards sustainable choices. Using semi-structured interviews and qualitative data, this study critically investigates the cycle of inheritance consumption, informed by Evans’ understanding of consumption with an emphasis on both acquisition and disposal. The study uncovers three liminal stages: separation and detachment; instability, ambiguity and prolonged liminality; and stability and completeness. First, we expand the scope of empirical consumer research by conceptualising inheritance as liminal. Second, we illuminate the inheritance consumption cycle, showing liminal inheritance stages are critical transition moments that trigger complex positive and negative emotional responses, with implications for whether goods remain suspended or pass into further utility. Finally, we extend liminality theory by conceptualising bereavement as a liminal life transition, and call for researchers to study inheritance beyond acquisition, since how inherited goods are retained or divested in liminal moments can have implications for sustainability and may provide opportunities to steer more responsible and fulfilling consumption with an emphasis on limits rather than excess.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-03-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49345078","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 : 2023-03-01DOI: 10.1177/14705931231160835
Chloe Steadman, D. Medway, Anna de Jong, P. Varley
Bourdieu’s interrelated concepts of habitus and field have been deployed to theorise the unreflexive consumption practices characterising much of consumers’ everyday lives. Less is known, however, about the disruptive experience when habitus and field suddenly misalign – which Bourdieu terms ‘hysteresis’. We address this lacuna by studying smalahove (sheep’s head) consumption involving participant observation at a Norwegian smalahove farm – an unsettling space within the food consumption field that may challenge many consumers’ habitual ways of seeing, smelling, hearing, touching, and tasting meat. Our core contribution lies in introducing a dynamic conceptualisation of hysteresis, demonstrating how it fluctuates in consumption environments; intensifying and diminishing in intensity as the gaps between habitus and field open and close.
{"title":"From flesh to food: Exploring consumers’ fluctuations in hysteresis","authors":"Chloe Steadman, D. Medway, Anna de Jong, P. Varley","doi":"10.1177/14705931231160835","DOIUrl":"https://doi.org/10.1177/14705931231160835","url":null,"abstract":"Bourdieu’s interrelated concepts of habitus and field have been deployed to theorise the unreflexive consumption practices characterising much of consumers’ everyday lives. Less is known, however, about the disruptive experience when habitus and field suddenly misalign – which Bourdieu terms ‘hysteresis’. We address this lacuna by studying smalahove (sheep’s head) consumption involving participant observation at a Norwegian smalahove farm – an unsettling space within the food consumption field that may challenge many consumers’ habitual ways of seeing, smelling, hearing, touching, and tasting meat. Our core contribution lies in introducing a dynamic conceptualisation of hysteresis, demonstrating how it fluctuates in consumption environments; intensifying and diminishing in intensity as the gaps between habitus and field open and close.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46733647","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 : 2023-02-12DOI: 10.1177/14705931231153194
Annmarie Ryan, Ingrid Stigzelius, O. Mejri, G. Hopkinson, Fairouz Hussien
In this paper, we study the formation of a new market actor, the digitalised marketer, which emerges at the boundary between strategy- and data-driven marketing. Building on constructivist market studies, we draw attention to the notion of agencing as boundary work and the range of boundary workers in the agencement of which the marketer is part. Drawing on 63 interviews with marketing professionals from multiple contexts, we reveal the difficulties to keep a pace with the plethora of digital marketing tools and highlight the emerging ‘market for digital marketing’ as a key device in the agencing of the digitalised marketer. We present two modes of agencing work, prosthetic and habilitative, to conceptualise how digitalised markets and platforms concurrently enable and captivate marketers’ agency, but also how marketers and their peer networks contest these limits and expand the space for action. This contribution serves to extend the recognised need to reconnect marketing with markets, to also acknowledge how markets are connected to the shaping of marketing and its actors. Implications for theory, practice and marketing education are discussed as we seek to capacitate marketers to operate in an increasingly digitalised environment.
{"title":"Agencing the digitalised marketer: Exploring the boundary workers at the cross-road of (e)merging markets","authors":"Annmarie Ryan, Ingrid Stigzelius, O. Mejri, G. Hopkinson, Fairouz Hussien","doi":"10.1177/14705931231153194","DOIUrl":"https://doi.org/10.1177/14705931231153194","url":null,"abstract":"In this paper, we study the formation of a new market actor, the digitalised marketer, which emerges at the boundary between strategy- and data-driven marketing. Building on constructivist market studies, we draw attention to the notion of agencing as boundary work and the range of boundary workers in the agencement of which the marketer is part. Drawing on 63 interviews with marketing professionals from multiple contexts, we reveal the difficulties to keep a pace with the plethora of digital marketing tools and highlight the emerging ‘market for digital marketing’ as a key device in the agencing of the digitalised marketer. We present two modes of agencing work, prosthetic and habilitative, to conceptualise how digitalised markets and platforms concurrently enable and captivate marketers’ agency, but also how marketers and their peer networks contest these limits and expand the space for action. This contribution serves to extend the recognised need to reconnect marketing with markets, to also acknowledge how markets are connected to the shaping of marketing and its actors. Implications for theory, practice and marketing education are discussed as we seek to capacitate marketers to operate in an increasingly digitalised environment.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-02-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47696968","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 : 2023-01-31DOI: 10.1177/14705931231154947
Diego Rinallo, Jannsen Santana, M. Zanette, S. Appau, Jack Coffin, Giana M. Eckhardt, C. Eichert, Katharina C. Husemann, Richard Kedzior, Mona Moufahim, Victoria L. Rodner, Lorna Stevens
During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how (i) researchers’ subject positioning—including their gender and sexuality—shape fieldwork in multifaceted manners; (ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and (iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious “context of context” during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research.
{"title":"Where spirituality and religion meet gender and sexuality: Toward a research agenda for intersectional marketing theory","authors":"Diego Rinallo, Jannsen Santana, M. Zanette, S. Appau, Jack Coffin, Giana M. Eckhardt, C. Eichert, Katharina C. Husemann, Richard Kedzior, Mona Moufahim, Victoria L. Rodner, Lorna Stevens","doi":"10.1177/14705931231154947","DOIUrl":"https://doi.org/10.1177/14705931231154947","url":null,"abstract":"During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers specializing in religiosity and spiritual consumption, using examples from their own fieldwork, reflected on how (i) researchers’ subject positioning—including their gender and sexuality—shape fieldwork in multifaceted manners; (ii) investigations of religious/spiritual fields would benefit from a heightened sensitivity to issues of gender and sexuality; and (iii) greater sensitivity to aspects of religion and/or spirituality can help gender and sexuality scholars better understand consumers and markets. Based on the above, in this commentary paper, we call for intersectional reflexivity, attention to vulnerability and discomfort during fieldwork, and critical sensitivity to the religious “context of context” during theorization. Furthermore, we argue that specific spiritual/religious imaginaries can foster new research approaches that can contribute to more nuanced fieldwork and theorization in marketing and consumer research.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43104043","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 : 2023-01-31DOI: 10.1177/14705931231153193
Q. Hoang, J. Cronin, Alexandros Skandalis
In this paper, we challenge the prevalent idea that anti-consumption functions as an ideological act of antagonism. We enlist the work of the late cultural theorist Mark Fisher to account for the reflexively impotent (anti-)consumer, a politically hollowed-out and knowingly helpless subject endemic to the futureless vicissitudes of semiocapitalist consumer culture. Drawing on netnographic data and interviews with ‘digital detoxers’, we explore how gestural – rather than transformational – anti-consumption emerges through individuals’ reflexive awareness of their political inertia, the lack of collective spirit to bring about improved conditions, and their perpetual attachment to market-based comforts and conveniences. Our analyses reveal three features that underpin the reflexively impotent (anti-)consumer’s resigned acceptance of the reigning political-ideological status quo: magical voluntarism, pragmatism and self-indulgence. In the absence of any unifying and politically-centred solidarity projects, mere gestures of resistance are undertaken towards managing personal dissatisfactions with – instead of collectively transforming – their structural conditions.
{"title":"Futureless vicissitudes: Gestural anti-consumption and the reflexively impotent (anti-)consumer","authors":"Q. Hoang, J. Cronin, Alexandros Skandalis","doi":"10.1177/14705931231153193","DOIUrl":"https://doi.org/10.1177/14705931231153193","url":null,"abstract":"In this paper, we challenge the prevalent idea that anti-consumption functions as an ideological act of antagonism. We enlist the work of the late cultural theorist Mark Fisher to account for the reflexively impotent (anti-)consumer, a politically hollowed-out and knowingly helpless subject endemic to the futureless vicissitudes of semiocapitalist consumer culture. Drawing on netnographic data and interviews with ‘digital detoxers’, we explore how gestural – rather than transformational – anti-consumption emerges through individuals’ reflexive awareness of their political inertia, the lack of collective spirit to bring about improved conditions, and their perpetual attachment to market-based comforts and conveniences. Our analyses reveal three features that underpin the reflexively impotent (anti-)consumer’s resigned acceptance of the reigning political-ideological status quo: magical voluntarism, pragmatism and self-indulgence. In the absence of any unifying and politically-centred solidarity projects, mere gestures of resistance are undertaken towards managing personal dissatisfactions with – instead of collectively transforming – their structural conditions.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42267353","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 : 2023-01-30DOI: 10.1177/14705931231154944
Anuja Pradhan, Carly Drake
In this study, we conceptualise the phenomenon of cringe watching in order to understand why and how consumers engage with media that make them uncomfortable. We mobilise de-Western feminist thought to analyse our reactions to the Netflix series Indian Matchmaking. We find that ‘cringe’ is a bundle of consumers’ ‘ugly feelings’ belying complicated affect and biases that are often rooted in Western values. By leveraging collaborative autoethnography as our method, we allow space for both ‘visceral’ and ‘rational’ experiences, challenging the role of researchers as subjects by positioning ourselves, additionally, as objects. Our findings reveal that engaging with media artefacts is a recursive process wherein consumers may encounter ‘cringe’, which when subject to introspection reveals unexpected socio-affective states like self-compassion, empathy for others, and understanding their own limitations as well as their place in the world. These findings have implications for marketing and consumer research on media, representation, and affect.
{"title":"Netflix and cringe – affectively watching ‘uncomfortable’ TV","authors":"Anuja Pradhan, Carly Drake","doi":"10.1177/14705931231154944","DOIUrl":"https://doi.org/10.1177/14705931231154944","url":null,"abstract":"In this study, we conceptualise the phenomenon of cringe watching in order to understand why and how consumers engage with media that make them uncomfortable. We mobilise de-Western feminist thought to analyse our reactions to the Netflix series Indian Matchmaking. We find that ‘cringe’ is a bundle of consumers’ ‘ugly feelings’ belying complicated affect and biases that are often rooted in Western values. By leveraging collaborative autoethnography as our method, we allow space for both ‘visceral’ and ‘rational’ experiences, challenging the role of researchers as subjects by positioning ourselves, additionally, as objects. Our findings reveal that engaging with media artefacts is a recursive process wherein consumers may encounter ‘cringe’, which when subject to introspection reveals unexpected socio-affective states like self-compassion, empathy for others, and understanding their own limitations as well as their place in the world. These findings have implications for marketing and consumer research on media, representation, and affect.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48934718","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 : 2023-01-30DOI: 10.1177/14705931231153119
Jack Coffin, B. Cova, Avi Shankar
This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave and some trajectories for future research.
{"title":"Introduction to the special section: Tribal marketing after Covid","authors":"Jack Coffin, B. Cova, Avi Shankar","doi":"10.1177/14705931231153119","DOIUrl":"https://doi.org/10.1177/14705931231153119","url":null,"abstract":"This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave and some trajectories for future research.","PeriodicalId":48020,"journal":{"name":"Marketing Theory","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-01-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46114864","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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