CCT 2013 Program

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W E L C OME T O T HE 2013 CCT C ONF E RE N C E

June 13-16, 2013 Westin La Paloma Resort & Spa Tucson, Arizona
We are thrilled to welcome you to Tucson for the Eighth Annual CCT conference. The theme of this years conference is Building Community Across Borders and we offer many exciting and intellectually stimulating opportunities to do just that! This year we received outstanding submissions in every category and we are delighted with the overall quality of the program. The program includes distinct offerings around our conference theme including a keynote speaker and plenary panel before the Friday luncheon and a keynote speaker following the Saturday luncheon. In addition, we have several salon sessions on Saturday afternoon 3:30-5:00 p.m. that we hope will stimulate lively exchanges. Saturday night we will board buses to reconvene with cocktails and a poetry session beginning at 6:00 p.m. in the beautiful Tohono Chul Park. The park has both inside and outside dining and the DJ will spin music in an indoor space, with an outside patio from 9:00 p.m.-11:30 p.m. We would like to extend our sincere thanks to the many reviewers, authors, presenters, discussants and volunteers who have helped ensure a terric conference program. We are grateful to CCT president John Sherry for his encouragement and support as well as the rest of the CCT board for their behind-the-scenes help. We would also like to thank Austen Arnould for his design work on the logo, website, and program; Ashley Mathews for her work on the conference website; Aleksey Cherfas for his assistance with the conference management website, Samantha Sowerby for hands-on creativity and management of every facet of the conference, and also our outstanding and tireless student helpers! This year we had a number of wonderful sponsors who made it possible to keep conference registration prices low, especially for students. We are grateful to all of them and will credit them throughout the program and the conference. We hope you enjoy CCT 2013! Linda L. Price University of Arizona Lisa Pealoza Bordeaux Management School/Kedge
T HUR S D AY, JU N E 13 , 2 0 13
Consumer Culture Theory Board Meeting 12:30 pm - 3:30 pm Goldwater Registration 1:00 pm - 6:30 pm Registration Area #1 Bienvenidos Welcoming Reception 6:30 pm - 7:30 pm Terrace Level Patio & Foyer
F rIday, JU N E 14 , 2 0 13
Registration 8:00 am - 12:00 pm Registration Area #1 Continental Breakfast 8:30 am - 9:00 am Terrace Level Patio & Foyer Session 1 (pgs. 7-13) 9:00 am - 10:30 am Coffee Break 10:30 am - 11:00 am Terrace Level Patio & Foyer Plenary Session - Professor Carlos G. Vlez-Ibez (pg. 14) 11:00 am - 12:30 pm Grand Ballroom
F rIday, JU N E 14 , 2 0 13
Lunch 12:30 pm - 2:00 pm Grand Ballroom Session 3 (pgs. 15-21) 2:00 pm - 3:30 pm Tea Time 3:30 pm - 4:00 pm Terrace Level Patio & Foyer Session 4 (pgs. 21-27) 4:00 pm - 5:30 pm Poster Session Reception (pgs. 28-42) 5:30 pm - 7:30 pm Terrace Level Foyer & Patio Come toast the work in progress of our colleagues! Special Thanks to AMA and Consumer Behavior SIG AMA for Sponsorship
saturday, JU N E 15 , 2 0 13
Registration 8:00 am - 11:00 am Registration Area #1 Continental Breakfast 8:00 am - 8:30 am Terrace Level Patio & Foyer Session 5 (pgs. 42-48) 8:30 am - 10:00 am
saturday, JU N E 15 , 2 0 13
Coffee Break 10:00 am - 10:30 am Terrace Level Patio & Foyer Session 6 (pgs. 48-52) 10:30 am - 12:00 pm Lunch Special Guest Speaker - Lawrence Glickman (pg. 53) 12:00 pm - 1:30 pm Grand Ballroom Session 7 (pgs. 54-58) 1:30 pm - 3:00 pm Tea Time 3:00 pm - 3:30 pm Terrace Level Patio & Foyer Session 8 / Salons (pgs. 59-60) 3:30 pm - 5:00 pm Sunset Poetry Readings (pg. 60) 6:00 pm - 7:30 pm Tohono Chul Park Desert, Words of Wisdom and Emotion
Fiesta! (pg. 60) 7:30 pm - 11:30 pm Tohono Chul Park
sunday, JU N E 16 , 2 0 13
Coffee 8:30 am - 9:00 am Terrace Patio & Foyer Session 9 (pgs. 61-65) 9:00 am - 10:30 am Awards Brunch Conference and Workshop Debrieng, Looking ahead to Finland! 10:30 am - 12:00 pm Grand Ballroom Optional Off-Site Events 1:45 pm - 5:00 pm Enjoy a hike up Mt. Lemmon www.arizona.sierraclub.org/trail_guide/HIKE5.htm Visit the DeGrazia Gallery www.degrazia.org Explore the Kartchner Carverns www.azstateparks.com/parks/kaca/
Session 1
Friday, June 14, 2013 9:00 am - 10:30 am 1A: Theorizing U.S. Gun Culture Room: Verbena Co-Chairs: Terrence Witkowski, Chair, California State University Long Beach, USA Discussant: Craig Thompson, University of Wisconsin, USA 1. A Proposed Agenda for Further Understanding of the Consumption of Firearms in the United States Kevin Bradford, University of Notre Dame, USA*
Research was performed to investigate the distribution of rearms in the United States (Gundlach, Bradford, Wilkie 2010; Bradford, Gundlach, Wilkie 2005). Content analysis was performed on over 25,000 pages of documents. It was found that there is a general non-compliance by manufacturers and distributors to follow reasonable measures to ensure that rearms are not diverted to criminal hands. One revelation is that people generally do not want address the distribution of rearms to criminals. Another revelation is that people are uninformed or misinformed about major issues regarding rearms. At the heart of misinformation and misunderstanding is the interpretation of the second amendment. Discussion proposes a research agenda for those who want to contribute to understanding how rearms have evolved to become a major part of the culture for the citizenry of the United States.
2. Self-sufciency, Safety, and Privacy: Three Norms of Southern U.S. Gun Culture Jon Littleeld, Dalton State University, US*
This paper investigates three cultural norms of southern U.S. gun culture and the coming of age in gun families. It examines gun culture by assessing this culture against previous research in consumer culture theory (Arnould and Thompson 2005), including identity projects related to gun ownership (e.g., Belk 1988) and models of consumption-related cultures (e.g., Muniz and OGuinn; Schouten and McAlexander). Findings are organized around three values that have emerged from study of gun culture: self-sufciency, safety, and privacy, which new shooters learn as they come of age in gun culture. Implications seek to provide a more nuanced understanding of gun culture in the US, as a multifaceted form of consumption community.
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3. Political Identity Through Guns: A Visual Theory Perspective Terrence Witkowski, California State University Long Beach, USA*
This presentation utilizes a visual theory perspective to examine U.S gun culture and rearms consumption as an expression of political identity. Visual data sources examined in this study include photographs, posters, websites, magazine advertisements, and promotional videos. Of particular relevance to images pertaining to the political dimension of U.S. gun culture are the analytical concepts of representation, gaze, intertextuality, interpellation, scopophilia, exhibitionism, and fetishism (Sturken and Cartwright 2002). The data provide evidence that this segment of U.S. gun culture aggressively promotes its political ideology through the rhetoric of interpellation (hailing viewers to recruit them into an ideological position) and intertextuality (the reworking of wellknown images), sometimes using humor and sex appeals, sometimes with undertones of violence. Implications of these ndings for consumer culture theory, for marketing and public policy, and for social change are discussed.
1B: Consumption Across Continents and Centuries: Historical Research in CCT Room: Indigo Co-Chairs: Beth DuFault, University of Arizona, USA Eminegl Karababa, Middle East Technical University
1. Emergence of Consumer Cultures: A Cross-Cultural and (Art) Historical Comparison Guliz Ger, Bilkent University, Turkey*C Russell Belk, York University, Canada*
Historical studies of consumer culture have largely focused on the West. This paper contrasts emerging consumer cultures in the East and the West. Based on historical and art historical archival sources, period artworks, and interviews with art historians and curators, we compare the origins and nature of consumption in the Dutch Golden Age and Late Ming China. The similarities in glorication of valuables, display, emphasis on pleasure and novelty, and moral negotiation reect common elements of emergent consumer culture. In this presentation, we focus on differences. We conclude that consumer culture is shaped by culture and is not a singular phenomenon.
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2. Thinking Outside the Books: Doing History Through Consumption Experiences Cele Otnes, University of Illinois at Urbana-Champaign, USA* Pauline Maclaran, Royal Holloway, University of London, UK* Elizabeth Crosby, University of Wisconsin - LaCrosse, USA
Much historical research relies on delving heavily into information sources that rely on the printed word. In this presentation, we argue that consumption experiences themselves can serve as highly enriching and efcient ways of gathering accurate and perhaps otherwise inaccessible information. Drawing upon our seven-year immersion into researching the consumption and production of the British Royal Family, we discuss the benets and limitations of three specic out-of-the-book sources. This session will encourage researchers to supplement and enrich the often-valorized written primary and secondary sources, in order to enrich their historical scholarship within consumer behavior.
3. A Sociohistoric Comparison of Citizen Scientists: From 18th Century England to 21st Century Antarctica Beth DuFault, University of Arizona, USA* James McAlexander, Oregon State University, USA
From Antarctica to the Serengeti, from outer space to inner space, a disparate and rapidly increasing phalanx of citizen scientists are doing science and collecting data to further scientic projects for academics, government agencies, news sources and sustainability efforts (Brossard et al 2005, Delaney et al 2008, Silvertown 2009). Similarly, in England in the 18th century, a thriving popular and fashionable lay science community emerged that included men and women from disparate educational attainment, socioeconomic status, and competence levels (Walters, 1997, Terrall, 2001). In this paper, we argue that those men and women of the 18th century were also participating in citizen science. We also argue that through this prosumption activity (Maciel, 2012) both groups conspicuously signal their status via leisure time (Veblen 1994 ) [1899]), and extend their presentation of self via consumption of scientic items and experiences (Belk 1988, Dodson 1996, McCracken 1986, McGillivray and Frew 2007).
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4. The History of the Concept of Branding Sidney Levy, University of Arizona, USA* Wilson Bastos, University of Arizona, USA
Thats hot! as a phrase for brands with popular appeal has a deep and rich historical lineage. Starting with the origin of branding with re/burning, this paper progresses through the transformation of the brand concept into a multidimensional, multifunctional, and malleable entity. This research gives historical evidence of the various forces that have enacted a comprehensive transformation in the concept of branding. The historical perspective and integrative narrative highlight the current, complex status of the concept of branding today.
1C: Consumer Embodiment and Lived Time Room: Lantana Chair: Carolyn Costley, University of Waikato, New Zealand 1. Bringing the Body Back into the Study of Time in Consumer Research Sammy Toyoki, Aalto University School of Business, Finland* Alexandre Schwob, Aalto University School of Business, Finland Joel Hietanen, Aalto University School of Business, Finland Rasmus Johnsen, Copenhagen Business School, CBS, Denmark This conceptual work explores the role of embodiment in phenomenological experience of lived time, and the implications it may hold for studying consumption experience. Drawing on a phenomenological model of lived temporal experience (e.g., Fuchs 2010; Gallagher and Zahavi 2008; Husserl 1964; Merleau-Ponty 1962; Wyllie 2005), extant consumer research literatures on time are revisited. We then examine how a temporalizing of the experiential process of consummation (Holbrook 1987) might shed new light on how we understand the instantiation of consumption to occur. We also discuss how this temporally rened model of consummation may help in further understanding the embodied constitution of consumer value. We believe this exploration to be helpful to the eld of consumer research as it has the potential to make way for critical re-inquiries into concepts that are foundational to the eld.
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2. Sensing Experiential Consumption Rebecca Scott, The University of New South Wales, Australia* Mark Uncles, The University of New South Wales, Australia
Sensory stimulation is integral to experiential consumption. While sensory stimulation can be studied one sense at a time, for experiential consumption the senses are best understood and studied as interrelated and interconnected. This favors a holistic treatment. In this paper, a summary is provided of what is known of discrete and holistic approaches to sensory phenomena seeing, hearing, tasting, smelling and touching. Illustrations from ocean yacht racing in the worlds most treacherous seas and military-style adventure racing show the value of treating the senses holistically. These illustrations consider the sensory stimulation of muddy earth, shocking re, inescapable water, and suffocating air. Broader themes are the orchestration and management of senses, and the bodily experience of senses.
3. Its About time! Understanding the Impact of Mobility on Consumers Temporal Frameworks Bernardo Figueiredo, University of Southern Denmark, Denmark* Mark Uncles, University of New South Wales, Australia
While there is a growing literature investigating the impact of consumer mobility on consumption, most of the work has focused on the spatial dimension of mobility. Much less attention has been given to understanding how the temporal dimension of mobility shapes consumption. Past research has demonstrated the signicance of time as a structuring dimension of consumption. Thus, the aim of this paper is to examine the impact of mobility on consumption through an analysis of changes in temporal frameworks. We use multi-sited ethnography and in-depth interviews to understand how globally moving consumers manage multiple temporal frameworks and how they develop new temporal frameworks that are particular to their own global mobility culture. Our ndings detail various time-managing practices and temporal structures that shape consumption under these changing conditions. Implications to consumption in late modernity are drawn from these ndings.
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1D: Relational Self in Cultural Perspective Room: Aster Chair: Robert Aitken, University of Otago, New Zealand 1. Loyalty in a Cultural Perspective: Insights from French Music Festivals Isabelle Collin-Lachaud, University Lille Nord de France Skema* Dannie Kjeldgaard, University of Southern Denmark, Denmark*
This paper addresses the concept of loyalty from a consumer culture theory perspective. In the context of annual (French) music festivals and their ritualized meanings for consumers, a multi-method approach lets loyalty appear as 1) social rather than individual 2) an outcome of a social evaluation of emotional experiences rather than individual satisfaction 3) temporally and 4) spatially structured and structuring. We hence build upon and extend Fournier and Yaos (1997) and Fourniers (1998) suggestion that loyalty can be re-conceptualized as relationships. However, we argue that these relationships are as much a matter of social relations between people than between people and brands (or brands as anthropomorphized by brand communities) that are performed ritually and repetitively. These performances come to co-structure spatial and temporal dimensions of consumers lives and form a rhythmicity of relationship behavior.
2. The Relational Self as the Dynamic Interface: The Case of Cosmetics Consumption Chihling Liu, Manchester Business School, UK* Debbie Keeling, Loughborough University Margaret Hogg, Lancaster University Management School, UK
We challenge the ongoing prevailing social stigma of how beauty and artice contribute to the sexual objectication of women through exploring the personal meanings that the taken-for-granted daily cosmetics consumption experiences hold for women from diverse backgrounds. Phenomenological interviews were conducted with thirty-one women aged from 19 to 62, and interpreted through a circular hermeneutic process with specic consideration given to relational conceptions of the self. Following the textual interpretations, we offer a conceptualisation of the relational self as a dynamic interface that not only differs from our traditional concepts of social self, but also suggests new ways to see the relational self as a management tool that lters and regulates change in the self as it changes over time. A brief concluding discussion highlights our key contributions.
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3. What Inuences Gamers to Buy Video Games: An Investigation into the Role of Viral Marketing and Electronic Word of Mouth Tabi Polson, University of Otago, New Zealand Robert Aitken, University of Otago, New Zealand* Adriana Campelo, University of Cardiff
This paper looks at the ways in which members of on-line communities respond to viral marketing strategies and the role that electronic word of mouth (eWOM) plays in the communication mix. Using an on-line discussion platform (Facebook) it asks natural inhabitants of virtual environments how they respond to promotional material and what they think makes an effective promotional campaign. It also considers the ways in which they appropriate and re-present commercially derived messages. The use of user-generated material and the role of promotional trailers, for example, provide an interesting insight into the relationship between consumers and producers and the nexus of consumption and production.
4. When Brand Community Comes Online: Categorisation of Online Brand Community in a Collectivist Culture Jung min Han, University of Manchester, UK* Debbie Keeling, Loughborough University, UK Stuart Roper, University of Manchester, UK
Online brand communities (OBCs) can be a virtual third cultural place for the consumer, yet important differences between OBCs appear to be easily overlooked. This paper develops an OBC typology within a Collectivist Culture through studying OBCs in the context of Korea. An analysis of the extant literature is combined with learnings from participatory observation of Korean OBCs and in-depth interviews with 40 community members of these OBCs. OBCs are conceptualised into 9 types based on consumer perspectives of the meanings of OBCs and we illustrate how consumers relate different types of OBCs to their everyday life consumption practices. A typology of an OBC is useful in allowing a juxtapositioning of studies and to dene the potential scope or boundaries of learnings dependent on the type of OBC. This paper gives an interesting insight into the different positions consumers have of OBCs in their minds. We expect it to help researchers locate their investigation of OBCs within their context.
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Plenary Session - Professor Carlos G. Vlez-Ibez

Friday, June 14, 2013 11:00 am - 12:30 pm Grand Ballroom Carlos G. Vlez-Ibez, Regents Professor and Presidential Motorola Professor of Neighborhood Revitalization, School of Transborder Studies and Human Evolution and Social Change, Arizona State University Professor Vlez-Ibez intellectual interests are broadly comparative and interdisciplinary, with specic interests in migration, economic stratication, political ecology, transnational community and household formation, and applied social science. He has authored eleven books, including An Impossible Living in a Transborder World: Culture, Conanza, and Economy of Mexican-Origin Populations, (2010), Border Visions: The Cultures of Mexicans of the Southwest United States (1997), and Bonds of Mutual Trust: The Cultural Systems of Rotating Credit Associations Among Urban Mexicans and Chicanos (1983). He is presently conducting eld research in two rural valleys in California and New Mexico and their sending communities in Mexico. Panelists: Brbara Robles, Community Development Division, US Federal Reserve Board; David Crockett, University of South Carolina; Miranda Joseph, Professor of Womens Studies, University of Arizona and author of the forthcoming book, Debt to Society; Siliva Gonzlez, Professor and Director, Center for Retailing at ITESM Business School, Monterrey, Mexico.
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Session 3
Friday, June 14, 2013 2:00 pm - 3:30 pm 3A: Cultural Contentions: Reconciliation in Value Co-Creation Room: Verbena Co-Chairs: Melissa Akaka, University of Denver, USA Hope Jensen Schau, University of Arizona, USA Discussant: Robert Lusch, University of Arizona, USA 1. The Divergence of Local Institutions in Global Market Cultures Melissa Akaka, University of Denver, USA* Hope Jensen Schau, University of Arizona, USA Stephen L. Vargo, University of Hawaii, USA
In this study, we investigate how local institutions can diverge from global structures during the worldwide growth of a market culture. In particular, we investigate the ancient Hawaiian practice of surng and why the perspectives of local surfers in Hawaii differ from global surng culture ideals. This in-depth study of the local, Hawaiian surng culture applies historical and ethnographic methods and reveals stark differences between the local institutions and those that dominate the mainstream global surf culture. Our ndings show that although local, Hawaiian surfers are familiar with many of surng cultures global signs (e.g., global brands), their symbolic meanings appear to differ from those in the broader, global market culture. By employing certain strategies, local members of this particular market culture have managed to preserve, protect and perpetuate many aspects of its traditional institutions, even in the face of globalization and the dominance of a larger, global market culture.
2. Value Co-creation within Multiple Institutional Spheres: Negotiation of Valentines Day in Indonesia Angeline Nariswari, University of Hawaii, USA* Stephen L. Vargo, University of Hawaii, USA
This paper explores value co-creation in the context of divergent institutional forces. We study the institutionalization of Valentines Day in Indonesia to understand how a foreign practice is contested, negotiated, and re-integrated in a local context. By assuming that institutions emerge from recursive practices, we understand practices as institutions, and study the enactment of Valentines Day rituals as a specic form of co-created practice. Findings suggest that actors expand the meaning of Valentines Day to reduce tension from contrasting
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institutional forces. They construct a representation of the ritual that deemphasizes its relation to market-based (exchange) practices and highlights its value in non-market-based (integrative) practices. Drawing on service-dominant logic and the markets-as-practice framework, we highlight how shifting the focus from exchange to integrative practices enables us to understand institutionalization as part of a web of relationships consisting of practices done for the purpose of integrating skills, artifacts, and meanings.
3. How Value Co-creation Facilitates Illicit Consumption: The Case of the American Online Poker Industry Navin Bahl, University of Hawaii, USA* Rajesh Manchanda, University of Manitoba, Canada
Networks are considered mediators of value co-creation as they enable access to resources and aid to (re)shape social contexts through which value is derived. Governmental regulations are considered uncontrollable and exogenous to the process of value co-creation and are impossible to control but this does not mean that these environmental resources cannot be integrated to create value. The goal here is to understand how does information technology inuence and facilitate the ways in which value can be co-created effectively despite obstacles from regulatory institutions? To this means, we analyze American professional online poker players as a marketplace culture. A netnographic study was applied to reveal factors that inuence and facilitate value cocreation in an illicit online consumption community. We present the six factors, namely: accessibility, argot, expertise, risk, anonymity and supplantation that inuence and facilitate value co-creation in illicit consumption communities in the online environment despite regulatory institutions.
3B: Restricted Consumption: Gifting, Ownership and Desire Room: Lantana Chair: Andrs Barrios, Lancaster University, UK/Universidad de los Andes, Columbia 1. Possessing in a restricted consumption context: the sense of ownership during the homeless pathway Andrs Barrios, Lancaster University, UK/Universidad de los Andes, Colombia* Maria Piacentini, Lancaster University, UK
Individuals relations with material possessions are at the essence of the Consumer Culture Theory (Arnould & Thompson, 2005). However, studies about this topic have been conducted in contexts of abundance, where individuals can
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develop enduring relationship with possessions. Unfortunately, during individuals lives, certain situational factors can result in individuals facing a more restricted consumption context, one where such enduring relationships with possessions are not always possible. Based on a phenomenological study of the homelessness experience in the UK, this paper provides evidence around how individuals entry into a restricted consumption context alters their relationship with the material world. Findings show that the uncertainty that characterizes life on the streets (i.e. about individuals life and possessions) alters individuals relation with their current possessions and makes those possessions become a burden. Furthermore, this uncertainty also decreases individuals motivation to possess new material objects and/or changes their modes of consumption.
2. (Micro)Financing to Give: Kiva as a Gift-Market Hybrid Domen Bajde, University of Southern Denmark, Denmark*
The gift-market dualism has a long multidisciplinary lineage in social sciences. The ongoing debates show that the unfolding of transactions is neither predetermined by ex-ante gift or market regimes, nor can it be reduced to transactors independently navigating between separate modes of transactions (i.e., gift giving vs. market exchange). Delving into the case of micronancing the poor, we illustrate how market-like elements come to be deployed in philanthropic giving and address the need to consider a broader range of socio-material relations involved in the framing of transactions.
3. Trajectories of consumption desire in poverty Christopher P. Blocker, Baylor University, USA* Andrs Barrios, Universidad de Los Andes, Colombia
Poverty can create a chilling effect for ones consumption desires in life. Using narrative analysis with ethnographic data of (recurrent) homeless in the United States and United Kingdom, this study explores the experience and trajectory of consumption desire for individuals living in relative urban poverty. Findings illustrate the character of consumption desire within life trajectories. Insights offer implications for attachments with the material world, consumer poverty research, and transformative theory and practice.
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3C: The Comfort of Mundane Consumption Room: Aster Chair: Karen Fernandez, University of Auckland, New Zealand 1. Finding Comfort in Routine: Understanding Consumers Need for Ontological Security Marcus Phipps, University of Melbourne, Australia* Jan Brace-Govan, Monash University, Australia
What happens when consumers most entrenched routines need to be shifted? This paper explores how consumers nd comfort in routines. According to Giddens (1984) Structuration Theory, individuals seek a sense of ontological security of how things should be in their everyday activities. This research illustrates how individual reection on unconscious actions can have unexpected consequences on marketplace structures. Using the context of household water consumption, the study investigates how a critical event in severe drought upset the ontological security of the water consumption practices in Melbourne, Australia, and instigated marketplace change.
2. Brands: reliance on the mundane when crossing borders Nina Brosius, University of Auckland, New Zealand* Karen V. Fernandez, University of Auckland, New Zealand
Prior acculturation research has considered how parents, peers, traditional media, social institutions and transnational culture have acted as acculturation agents. Just as brands can act as socialization agents, they can also act as acculturation agents. We utilized in-depth interviews, shopping with consumers, and netnography to examine how German au pairs in New Zealand use brands to cope with shifting cultures, and to create communities that span the boundaries between their new reality and their home country. Our research reveals that young Generation Y consumers rely heavily not only on their protective parents but also on home brands and products, resulting in the movement of objects between the two cultures and an active search for familiar branded items in the host.
3. Keeping the Family Together Post-Divorce: Role of Mundane Consumption in Managing Life Transitions Paul Henry, University of Sydney, Australia Fleura Bardhi, Cass Business School, City University of London, UK*
This study examines the roles of everyday consumption in family transitions, specically divorce based on data from 24 interviews with single mothers in
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Australia. We nd that divorce is a disruptive family transition as it inhibits the supportive practices of consumption routines, which are household coordination, anticipation practices, and budgeting. Counter to prior research that emphasizes the change and exploration of new identities during life transitions, our data emphasize the importance of establishing and maintaining the everyday family routines and rituals. Mundane consumption routines help single mothers build a predictable environment and provide a sense of stability for their family post-divorce; serve as normalizing and normative practices that provide a sense of ontological security. Single mothers strategically work at establishing and maintain family routines post-divorce through three strategies: 1) protective boundary practices; 2) creating family consumption ensembles; and 3) frugal consumption.
4. Cigarette Abandonment and Rituals: Understanding Smoking Cessation Symbolism Maribel Suarez, COPPEAD, Federal University of Rio de Janeiro, Brazil*
In consumption studies, very little attention has been focused on investigating abandonment and, more specically, its symbolic dimension. The present study aims to investigate meanings that motivate and arise from the abandonment of cigarettes. To do this, it uses rituals as a conceptual vehicle to understand the experience of smoking and giving up cigarettes. This study used a qualitative methodology to collect and analyze the data generated by one-on-one semi-structured in-depth interviews with 15 Brazilian ex-smokers. Results suggest that ex-smokers undertake a wide range of actions that serve as rituals capable of individually and socially creating and negotiating meanings of order,transformation and community, in which the abandonment of cigarettes can be offered as a connection, gift, or sacrice that makes relations special and even magical. The analysis outlines three types of abandonment rituals decontamination, mourning and reinforcement - thus complementing the consumption rituals proposed by McCracken (1986).
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3D: The Self As A Laboratory Room: Indigo Co-Chairs: Dorthe Kristensen, University of Southern Denmark, Denmark Matthias Bode, University of Southern Denmark, Denmark Discussant: Craig Thompson, University of Wisconsin 1. Coaching and the perpetuated self-assessment process Sren Askegaard, University of Southern Denmark, Denmark* Dannie Kjeldgaard, University of Southern Denmark, Denmark*
The paper focuses on the contemporary consumption of self-actualization. It is based on interviews with producers and consumers of personal coaching services. The paper explores the experience of coaching as an instrument for well-being and self-empowerment. Hence the paper analyses coaching as a social technology and an instrument that serves to produce subjectivities with the neoliberal ethos of individualization of responsibility for personal success as pivotal point. Paradoxically the paper argues this discourse is based on a dependency on the coach as the central source for the unfolding of the potential of the self.
2. Transformative relations: horses, managers and leaders Aja Smidt, University of Southern Denmark, Denmark*
The paper focuses on coaching as a technology of the self, in this case in form of what is coined horse assisted leadership training. The paper is based on six months of research on the phenomenon horse assisted leadership training, including two months of ethnographic eldwork at two companies specialised in horse assisted leadership. The study showed that during the leadership traning horses become a metaphor, which serves to unravel the inherent potential of the self as authentic leaders. Furthermore, by using the notion of mimicry and reection, the paper explores processes of objectication of the self that serve as mode of transformation.
3. The Tracking Of The Modern Self: A Study Of Self-Trackers In Denmark Dorthe Brogrd Kristensen, University of Southern Denmark, Denmark* Matthias Bode, University of Southern Denmark, Denmark*
The paper explores the community of quantied self where consumers use digital technologies to collect, measure, evaluate and monitor aspect of their bodily self. The study is based on participant observation and phenomenological interviews among self quantier and focuses on how the practice of using
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health number and technologies becomes a platform for the construction of subjectivity and sociality. Overall the focus is on the reemergence of science in an individualized self-help role. Hence, the paper deals with the calculative self accomplished through self-tracking, and explores the interface between science and self-help.
Session 4
Friday, June 14, 2013 4:00 pm - 5:30 pm 4A: The Value(s) of Value(s)? A CCT Perspective Room: Verbena Co-Chairs: Dannie Kjeldgaard, University of Southern Denmark, Denmark Eminegul Karababa, Middle East Technical University, Turkey Discussant: Soren Askegaard, University of Southern Denmark 1. Towards a Cultural Conceptualization of Marketing Value Dannie Kjeldgaard, University of Southern Denmark, Denmark* Eminegl Karababa, Middle East Technical University, Turkey*
In this presentation, our aim is to deconstruct the diverse conceptualization of value and redene them by using a more abstract overarching value typology. We also aim to identify value creation processes in the literature and suggest one, which is comprehensive and capturing different dimensions of value and their interrelatedness. In order to show the interrelatedness of multiple value conceptualizations, we utilize Graebers (2001) tripartite classication of value conceptualizations: economic value, semiotic value, and social values. Drawing on Bourdieu, we propose that the underconceptualized notions of value that circulate in our eld (e.g. identity value or functionality) emerge from elddependent constellation, transformation and commodication processes of the elements of this typology.
2. Practice Theory and Value Eric Arnould, University of Bath, UK*

The purpose of this commentary is to theorize the production and consumption of value in terms of practice theory. Practice theoretical approaches emphasize
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the centrality of coordinated human action in the production and reproduction of organized, collective outcomes (Feldman and Orlikowski 2011). One of those collective outcomes of interest is value. In terms of performativity and the value consequences of practice, value is a contingent effect of interaction. Value does not reside in an individual, independent of his actions, nor in a good, independent of the interaction to which it is subjected (Ramirez 1999, 51). Instead, value resides in the actions and interactions which resources make possible or support. Following Graeber (2001), we can also think of value as consisting of meaningful differences and more broadly as distinctions that rene identities and count as signicant achievements.
3. Situating the Study of Consumption Value within the Market Alladi Venkatesh, UC Irvine, USA*
The objective of this study is to theorize the notion of consumption value as being produced and constructed in markets. This extends recent work on the market as a social construction (Pealoza and Venkatesh 2006) and negotiation on the part of multiple agents and institutions (Pealoza and Mish 2011) by emphasizing the notion of sign value as the means of rendering consumption value intelligible. More specically, in situating consumption value within the market as a sign economy we are able to address the system of meanings attached to consuming subjects, consumption activities, and market artifacts, as well as the properties of markets and social formations manifest within the markets. Our theoretical contribution is the development of a diagram that maps the overlaps and intersections among key dimensions of consumption value: exchange, use, social, and environmental value.
4B: Imagining Materiality Room: Indigo Co-Chairs: Janet Borgerson, Rochester Institute of Technology, USA Discussant: Linda Price, University of Arizona, USA 1. The Flickering Consumer: New Materialities and Consumer Research Janet Borgerson, Rohester Insttute of Technology, USA*
This theoretical paper explores innovations in materiality theory from a diverse group of theorists, suggesting ickering, intervening, witnessing understandings of consumer subjectivities in consumer culture. Understandings of materiality function at the core of consumer research, in part because any claim about how humans and human identity are impacted, inuenced, or engaged by aspects of consumer culture from possessions, whether beloved or cast off; to environments, whether wilderness adventures, coffeehouses, or home; to
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other human beings, living or dead emerge from theories of materiality. The paper reiterates the importance of distinguishing between materiality and the more familiar conception of materialism; and explicates concerns around claims for the agency of objects. The paper concludes with consideration for the work that consumers do, suggesting that rather than perceiving consumer materiality as a situation of inescapable exploitation, witnessing perceives processes and emerging opportunities for consumers who nd themselves in these roles.
2. Conceptualisng the imagination in consumption practices Becky Jenkins, Bournemouth University, UK* Mike Molesworth, Bournemouth University, UK*
In this conceptual paper we extend theory relating to the imagination in consumer research by providing a conceptualisation that considers aspects of the imagination beyond consumer desire. We consider the relationship between the imagination and consumer practices, noting that practice-based approaches may neglect the imaginative work that surrounds them. Analysis of the literature enables us to develop a taxonomy of consumption in the imagination, in which we categorize numerous forms of imagining according to a variety of characteristics, identifying a number of roles for different aspects of consumption. In particular we consider (1) temporal location; (2) range of emotions; (3) degree of elaboration; (4) level of abstraction (5) purposes of imagining; (6) prompts for imagining, and; (7) presence and absence in the imagination. We also present a trajectory of consumption in the imagination that seeks to account for the interaction between imaginative forms and markets over the course of a practice.
3. The Biographies of Digital Virtual Goods Rebecca Watkins, Bournemouth University, UK* Mike Molesworth, Bournemouth University, UK*
This paper considers the biographies of consumption objects by exploring the hoarding and dispossession of digital virtual goods (DVGs). Following a review of possession, ownership, and dispossession literature, we note that consumers reluctance to dispossess is neglected. With hoarding often dismissed as an extreme behaviour, more commonplace functional hoarding is overlooked in goods biographies, yet in our interviews we nd it commonplace. We (1) highlight how the nature of DVGs leads to digital hoarding; (2) identify the role of storage in coping with digital hoards; (3) discuss the role of liminal storage spaces and the passage of time in resolving DVGs ambiguity, resulting in rediscovery or divestment, and; (4) consider the emerging issue of lingering digital virtual rubbish. This analysis illustrates the divergence of DVGs biographies
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from those of material goods, and reveals that our understanding of consumption, currently rooted in the materiality of goods, is problematized by DVGs.
4C: Fluid Categories of Consumption: Extravagance, Gifting and Waste Room: Lantana Chair: Tonya Williams Bradford, Norte Dame University, USA 1. Practices, Earmarking Money and Consumption Tonya Williams Bradford, Notre Dame University, USA*
Implicit in the consumer research on practices is the availability of funding. While the literature provides an explanation of the relationship between practices and consumption, an explanation of how money is earmarked to fund consumption is needed. Prior research nds consumers do in fact earmark monies, and this earmarking inuences consumer behaviors. In the present research, I explore ordinary consumer behaviors and nd evidence for two categories of practices: protective, which are those addressing responsibilities in daily life; and, prospective which are those for shaping and representing identity. I nd a relationship between performances of protective or prospective practices are systematically associated with earmarking of money to either indexical or prosaic accounts, respectively, to fund specic consumption. These ndings contribute an explanation of the relationship between practices and earmarks. Implications for consumer research are discussed.
2. Scouring the streetsWhen treasure seekers and discarders turn bulky waste collection into a gift economy Valrie Guillard, Paris Dauphine University* Dominique Roux, University of Paris Sud*
The aim of this paper is to analyze how people have transformed a practice dumping / picking up items on days of free inorganic collection service into a gift economy. A qualitative study conducted with 20 informants shows that collecting is a discerning act that requires the gleaners to negotiate ambiguities by re-qualifying the place (as an area of supply), the objects deposited (as sources of value) and the disposal process (as a donation). The practice of gleaning in turn allows the disposers to reclassify the sidewalk (display area), objects (useful to others) and the disposal process (giving rather than throwing away), leading to the creation an original gift system that is asynchronous, anonymous and non-institutionalized.
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3. Weddings as Waste Kira Strandby, University of Southern Denmark, Denmark* Sren Askegaard, University of Southern Denmark, Denmark*
This paper builds on Georges Bataille and his analysis of waste as a constitutive element of social life. We argue that two separate but intertwined dimensions included in the idea of waste, waste as sacrice and waste as competition, can enhance our understanding of the role of the lavish wedding in contemporary consumer society. Through a netnography of a wedding preparation forum as well as a set of interviews with select members of the forum, we suggest four categories of waste as constitutive of the meanings of the wedding universe: pure waste, lavish waste, simulated waste and anti-waste. We conclude by reecting on the role of wasteful expenditure for the experience of the wedding as an extra-ordinary event. We argue that, more generally, a Bataillean perspective on consumption and waste can further our understanding of the limits of the symbolic in consumer research.
4. So hard to say goodbye: disposal as a symptom of consumption Maribel Suarez, COPPEAD, Federal University of Rio de Janeiro, Brazil* Roberta Campos, COPPEAD, Federal University of Rio de Janeiro, Brazil Leticia Casotti, COPPEAD, Federal University of Rio de Janeiro, Brazil Luciana Araujo, COPPEAD, Federal University of Rio de Janeiro, Brazil
Disposal has a relevant presence on the consumer behavior research agenda. There is a growing number of studies analyzing disposal practices, but most of them has adopted an analytical perspective of its functioning and underlying motivations with little dialogue with other steps in the consumption process, such as purchase and usage. Thus, the present study sought to investigate disposal in connection with the entire consumption process that encompasses it. For this systemic view of consumption, the research adopted the itinerary method. Twenty-six afuent, typically trend-setters Brazilian consumers were interviewed regarding their cosmetics consumption practices. The ndings show that consumers maintain cemeteries: forgotten repositories of products no longer in use, but meaningful in the context of a personal story. Disposal can therefore be seen as a symptom of consumption because it expresses the doubts, hesitations, lack of experience, mistakes and successful decisions of the consumers.
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4D: Leaving And Staying: The Experience of Change Room: Aster Co-Chairs: Beth DuFault, University of Arizona, USA Discussant: Diane Martin, Aalto School of Economics, Finland 1. Leaving an Identity-Central Community of Practice James McAlexander, Oregon State University, USA* Diane Martin, Aalto School of Economics, Finland Beth DuFault, University of Arizona, USA John Schouten, Aalto School of Economics, Finland*
Previous research has been especially attentive to the processes of joining, acculturating, integrating, identifying and belonging in various kinds of consumption communities. Perhaps owing to forward-looking biases, none has adequately theorized the leaving process. This long-term ethnographic study delves into the messy complexity of disassociating with and leaving a community that has been central to members identities and highly inuential over their consumption practices.
2. When Media Brands End: Leaving and Staying in the Wake of Production Cessation Cristel Russell, American University, USA* Hope Jensen Schau, University of Arizona, USA*
Brands come and go. Prior research suggests consumer brand relationships dont end abruptly due to discontinuation. We examine consumer experience of: The Sopranos, OF, Entourage and All My Children. Triangulating across data and methods (extended participant observation, long interview and online forum analysis) we nd: staying is most prevalent in consumers invested in brands discontinued due to market performance, often triggering consumer anger and protest because they werent prepared for the relationship to end, while leaving was more likely for brands whose narrative had completed and for those consumers who preemptively disengaged from the brand or community of viewers in anticipation of its cancellation.
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3. A Comparative Sociohistorical Analysis of Urban Community Stayers Beth DuFault, University of Arizona, USA*
In this paper, a sociohistorical study is done to compare and contrast primary sources (documents and artifacts) from early Watts, secondary sources of interpretation, and continued ethnography and depth interviews to continue the exploration of the experiences of stayers who have lived in the South Los Angeles community of Watts since before the Watts Riots of 1965. This is the second phase of a larger study.
4. Leaving and Mobility as Part of a Middle Class Success Narrative Michelle Weinberger, Northwestern University, USA*
This paper focuses on how leaving home and mobility more broadly are seen as normative markers of success for middle class young adults. Narratives surrounding those who never leave and the de-prioritization of material consumption serve to support this process. However, different from nomadic consumers, this is seen as a liminal period where leaving and mobility facilitate the hyperconsumption of what we describe as exploratory experiences before a more traditional, settled life stage marked by staying begins.
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Poster Session Reception

Friday, June 14, 2013 5:30 pm - 7:30 pm Terrace Level Patio & Foyer Special Thanks to AMA and Consumer Behavior SIG AMA for Sponsorship!
Poster Presentations
1. Academic Socialisation: A journey of A Junior Scholar in French and International CCT Research Communities Wided Batat, University of Lyon 2*
Academic socialisation plays a vital role for junior consumer researchers in ultimately enriching their CCT research background, learning from other CCT researchers and getting high-class publication with seniors. Consumer and CCT conferences serve as a facilitator and ice-broker within the academic socialisation of junior scholars. This research aims to explore the tacit rules of the CCT research community and the socialisation process experienced by a junior CCT scholar among French and international consumer research and CCT conferences. This research may enhance crosscultural collaborations among CCT scholars and spread CCT spirit and philosophy at international level.
2. An ethnographic marketing comparative analysis of the experiences produced and experienced in shopping malls: The cases of Buenos Aires, London, Paris, Rio de Janeiro and So Paulo. Flavia Cardoso, Universidad de San Andres* Florence Pinot, ESCP Europe (CERALE) Olivier Badot, ESCP Europe (CERALE) / IAE CAEN
The phenomena of Shopping Centers and the experiences undergone by consumers in these settings have been widely researched, but the differences and similarities between these experiences in different regions of the world has not been sufciently researched. From the perspective of a global marketplace increasingly integrated, it seems interesting not only to understand these similarities and differences between shopping experiences, but also between shopping center models and to identify the variables of differentiation in their marketing activities. The purpose of this research is to compare, on continuum (Roederer, 2008), both the experience produced by the mall (concepts, denitions strategic, operational implementation, etc...), with the experience lived by consumers in shopping centers both in emerging economies and developed economies in two different regions, and ve different cities (Buenos Aires, London, Paris, Rio de Janeiro and So Paulo) using an ehtnographic protocol along the lines of the CCT (Arnould and Thompson, 2005).
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3. Experiencing Bluewater Shopping Centre: An ethnographic marketing analysis of a postmodern fantasy world during hard economic times Flavia Cardoso, Universidad de San Andres* Florence Pinot, ESCP Europe (CERALE) Olivier Badot, ESCP Europe (CERALE) / IAE CAEN
Bluewater Shopping Centre is located 27 Km outside of London.Travelling through the suburbs, the run-down buildings and the broken down cars resembled more a post-war zone than a cosmopolitan city in the developed world.Life is hard outside of Bluewater but inside the situation is different. With a leasable area exceeding 150.000 m2, over 7.000 employees and 7 lakes it is puts on a great show. Its architecture, resembling a boat from the inside and a spaceship much like the Death Star from the outside make people really feel like they are out of this world. The contribution of this work is to provide an analysis of shopping experiences at a shopping center during times of economic turmoil and the role of these experiences in aiding consumers to cope with reality. It uses an ethnographic marketing and phenomenological approach along the lines of the Consumer Culture Theory (Arnould and Thompson, 2005).
4. Hippies, Hummer Owners, and People Like Me: Stereotyping and the Value-Behavior Gap of Ethical Consumption Michelle Barnhart, Oregon State University, USA* Jenny Mish, University of Notre Dame, USA
While consumers are aware of many of the social and environmental issues related to their consumption and often express green and social values in surveys, they seldom purchase green or socially conscious products when given the option. This research investigates current stereotypes of consumers who are exceptionally environmentally and socially conscious and those who are not at all so, and examines the ways in which stereotyping plays into consumers understanding and accounts of normal consumption and the gaps that exist between their actual and ideal consumption behaviors. Data includes 24-hour consumption diaries and subsequent 1-2 hour semi-structured interviews with 22 consumers who at least occasionally purchase green or socially conscious products. This research aims to contribute to prior work on sustainable and ethical consumption, consumer movements, consumer activism, and stereotyping.
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5. Setting up Home: Role of Material Culture and Practices in New Household Identity Formation Prabash Edirisingha, University of Otago, New Zealand* Robert Aitken, University of Otago, New Zealand Shelagh Ferguson, University of Otago, New Zealand
Current literature on family consumption and identity largely focuses on symbolic dimensions of consumption practices and does not dedicate much attention to the centrality of material objects and the everydayness of material practices in creating a new collective family identity. This research seeks to understand the role of material culture in identity interplay during the initial stages of household formation. It focuses on the role of material possessions and associated rituals and practices in forming new family identities and negotiating its new consumption patterns. Adopting a phenomenological research perspective it utilises a multi-method ethnography to produce contributions in two areas of consumer culture theory. First, it extends understanding of how material objects and practices contribute to formation of new family identities. Second, it extends our understanding of what happens when two individuals come together in a new household and how new identities are negotiated and expressed through consumption.
6. The Curated Self: Tagging, Taste in a Transparency in a Digital Marketplace Mark DuRocher, University of California Irvine, USA*
This paper presents exploratory work in examining the subject position of consumers within the current dynamics of co-creative value production. This exploration emerges from the authors research with social media tagging services, through which consumers curate personal proles of consumer goods tagged from across the internet. In discussing the incentives for participants to assemble such proles, this paper will situate these services as intensied frameworks within more broadly evolving positions for consumers to creatively dene and culturally position themselves through carefully selected and publicly shared associations with consumer products. By examining the convergence of lifestyle marketing models and social media visions of transparent association and connectivity, the author will unpack the evolving design of social media platforms as conated marketing tools and forums for social visibility and self-denition. The ultimate aim of this work is to provide reective critique of subject positions emerging alongside current economic trends in value production.
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7. Exploring the performance of imagination through live action role-playing games Anastasia Seregina, Aalto University School of Business, Finland*
The ability to imagine is a dening part of human beings, as it is an important part of everyday interaction, meaning making, and behavior, thus also becoming a central part of consumption. Imagination, however, cannot be reached, but its understanding can be found in its extension into what individuals perceive as reality. A process and a relationship of reality and imagination, which can be called fantasy, therefore become central, but the understanding of these remains fragmented and vague within consumer research. The aim of this study is to explore the contemporary understanding of fantasy and its place within peoples everyday lives. This will be done by means of ethnographic research of live action role-playing games through the lens of performance theory, which emphasizes the understanding of movement and action within peoples lives.
8. The Yin and Yang of Co-Creation Annetta Grant, Queens University, Canada* Peter A. Dacin, Queens University, Canada
Co-creation is commonly thought of as a situation in which a consumer cooperates within a companys framework to create value. Our research examines co-creation within a community from the consumers perspective, and critically assesses the utopian narratives of co-creation relationships typically found in the literature. Our analysis of depth interviews and online forum narratives of a co-creation community reveals that co-creation occurs not only between individual consumers and companies, but also between consumers. In addition, competition among the various community actors emerges as a driving force for both creativity and participation in co-creation. Our research contributes to understanding co-creation relationships from a consumer and community perspective revealing contradictions to prevalent assumptions of co-creation relationships.
9. The Ultimate Actor Network: Consuming in the Biosphere John Schouten, Aalto University, Finland* Diane Martin, Aalto University, Finland*
In this conceptual work in progress we argue for a particular application of actornetwork theorization in consumer culture research wherein nature and technology are given their rightful due. We conceptualize the Earth, or more specically the biosphere with its component ecosystems, as an actor-network in continuous translation by actor-assemblages such as economies, markets, communities, rms, technologies and individual consumers, all of which exhibit agency in co-determining the future of life on the planet.
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10. Identity, Meaning-making and the Professional Millennial Woman Joan Ball, St. Johns University, USA*
Professional Millennial women are better educated, more self-sufcient and better equipped to inuence society than any group of women in history (Accenture, 2010; Ernst and Young, 2009; Frett, 2011; Pollak, 2010; Prosumer Report, 2010, Taylor & Keeter, 2010; White House Council on Women and Girls, 2011). Accordingly, they enjoy a range of acceptable lifestyle choices that were socially and professionally impossible in the 20th century. As more than 40 million Millennial women begin to transition into their 30s (Prosumer Report, 2010; US Census 2010), it remains unclear how these women will identify themselves as traditional work/family structures give way to new roles, responsibilities and expectations. This paper explores the life stories and advertising reections of four early-career MBAs working in the accounting and marketing elds to better understand how they view shifting sociocultural realities and how their perceptions might inuence their current and future consumption behavior.
11. Intermediary Authenticity of Production and Consumption in the SpaceTime Cross-Domain: The Performance of Western Modern Music in the Taiwanese Market Hao Wang, Feng-Chia University* Hsiju Chen, Normal University of Kaohsiung, Taiwan.*
This research aims to explain the authenticity of western cultural products in the eastern cultural consumption market through intermediary mechanisms. The performance of western modern music in the eastern cultural circle was analyzed. As indicated by cultural industry/industries theory, the current synchronic properties, which were produced by individual psychological pursuits and collective historical identity, as well as the continuity showed by the production/consumption process from industry to industries when western music products were introduced into the Taiwanese market, have created a diversied and differentiated consumption culture phenomenon by cross-domain. The praxis of the theory of cultural industries in Taiwan has shown the inuence of agent and technology as cross-domain media. The authenticity of the consumption culture is originated from products-consumption process, and the emergence of brokerage and technology from the demand for cultural cross-domains has also played an important role.
12. Counter-hegemony and Consumer Resistance: An exploratory study in the Critical Mass movement Paulo Dalpian, UFRGS, Brazil Teniza Da Silveira, UFRGS, Brazil* Carlos Alberto Rossi, UFRGS, Brazil
Despite recent efforts to promote the automobile sector in Brazil, some individuals chose to stay out of this market. They are, instead, using bicycles at the streets and - 32 Program_5.5x8.5_CCT2013_02.indd 32
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protesting against the reliance on automobiles in a counter-hegemony movement known as Critical Mass. Therefore, we intend to explore the connection of this movement with the consumer resistance phenomenon. So far, we conducted 21 interviews with subjects aged from 17 to 46 years. The transcripts were analyzed by two researchers and four main categories emerged. These categories were centered in group Identity and Individuality, Ideologies of Market and Consumption, Individuals relationships with objects, and perceptions of Social Class and Politics in the Event. The initial ndings point to an intrinsic connection between counter-hegemony movements and consumer resistance, effects in the consumer culture through organizations innovation and engagement, and direct societal change through political representation emerging from the event.
13. The Cool, the Wild, the Scary: Halloween Consumption Practices in Sweden Pia Albinsson, Appalachian State University, USA* Marco Wolf, University of Southern Mississippi, USA*
We investigate young Swedish consumers adoption of North American Halloween practices introduced in early childhood or through market-mediated discourse using globalization and cultural diffusion lenses. Based on interviews and participant observations, we consider holiday adoption by debating the balance between global and local, old and new forces. We nd young Swedes experience mixed feelings towards Halloween; some embrace the celebration while others who perceive it as Americanization of Swedens cultural heritage resist Halloween.
14. All Wrinkles Are Not Equal: Identity Myths and Identity Threats in Facial Self-Care Risto Moisio, California State University Long Beach, USA* Mariam Beruchashvili, California State University Northridge, USA* Hope Jensen Schau, University of Arizona, USA*
Scant prior research has examined how consumers deploy gendered identity myths in response to identity threats. To investigate this phenomenon, we conducted long interviews with female informants about their self-care practices and ideals. We nd that wrinkles represent a potent threat to womens gendered identities. Almost all informants, regardless of age, experience both institutional and personal anxieties regarding wrinkles or the prospect of developing them. However, how such threats are addressed depends on the type of identity myth women recruit. We identify four identity myths and discuss how each are related to womens self-care practices.
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15. Gamication and the Entrenchment of an Engagement Institutional Logic in the Emerging Institutional Field of Social Media Andrew Smith, York University, Canada* Pierre-Yann Dolbec, York University, Canada*
While research on institutional dynamics has investigated processes of entrepreneurship and convening (Dorado 2005), in which either institutional entrepreneurs or established actors engage in actions to create or disrupt a eld (c.f. Humphreys 2010; Scaraboto and Fischer 2013), little is known about the processes through which institutional logics are negotiated or afrmed within an emerging eld. Guided by institutional and practice theories, we propose that, in the eld of social media, the institutional logic of engagement is supported through gamication. Drawing on data from a 20-month netnography and 4 interviews, we nd that gamication helps to entrench the institutional logic of engagement by impacting consumers in three ways: by shaping their practices; by diffusing values, rules, and models of successful practice; and by offering material and symbolic rewards for acting in accordance with the emerging logic. This research contributes to the literature on institutional dynamics and circuits of practice.
16. Doing Consumer Socialization by Capital Transfer Within Childrens Peer Culture Terhi Vist, Aalto University School of Business*
Childrens consumer socialization research has traditionally been based on constructivist understanding about socialization, represented by Piagets cognitive developmental theory (John 1999). There have been calls for cultural understandings of how children become consumers (eg. Ekstrm 2011, Cook 2010). By taking an active view on children and applying interpretativist approach to consumer socialization, I show how children socialize themselves as consumers through developmental discourse. In contrast to cognitive development, which happens to children, development through consumption was culturally managed by children themselves within their peer culture. This happened through transferring capitals between online and ofine contexts. I found three ways in which children discursively did consumer socialization: differentiation, inclusion and exclusion. Consumer socialization within peer cultures emerges as a process in which there is a constant need for progress. A childs place in the peer culture is determined by the ability to transfer capitals and discursively construct their position in development.
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17. The Domestication of Nespresso. Explaining the adoption of innovations in routinized consumption practices Niklas Woermann, University of Southern Denmark, Denmark* Lana Luu, University of Southern Denmark, Denmark
Towards understanding change in routinized domestic consumption practices, we present a videographic study that identies 5 key drivers of the adoption of pre-portioned coffee over alternative ways of coffee-making. We conclude that a) the adoption of novel household practices is neither driven by given features of a practice taken in isolation, and b) nor pre-scripted by singular norms or taste regimes; but is c) instead dependent to how the novel practice relates and interferes with existing adjacent routines during their domestication into everyday performance within the frame of cultural understandings of skill, economy, taste, convenience, and distinction.
18. Understanding Valuation of Ethical Alternatives: The Strategic Interaction of Setting and Discursive Frame in a Local Food Organization Megan Witmer, University of Michigan, USA*
I employ case-study methods to investigate the process by which a consumer movement organization alters valuation of an ethical alternative. Situated within social movement framing literature, I investigate an organization dedicated to strengthening the local food economy. The organization serves breakfast each Friday in a private residence, featuring local ingredients and a volunteer workforce. My study identies how the organization transformed from simple intentions towards local farmer loans into a powerful force for behavior change. Interestingly, this transformation was not intentional, but developed through contestation. Instead, environment and discursive framing interact to enhance the local food valuation, thus increasing its presence within consumers consideration sets.
19. When Workers Are Consumers: Framing And Entanglement In The Sharing Economy Donald Anderson, University of Arizona, USA*
The sharing economy, or collaborative consumption, challenges the traditional distinctions between service providers and consumers. Sharing and collaboration frame business transactions as membership in a community, or relations between friends. This blurring of the roles of producer and consumer creates new relations between the business and worker, and between customer and service provider. The creative use made of the service by both customers and service providers, however, has the potential to overow the performative framing of the service. Furthermore, a reliance on monetary exchange undermines the sharing framing of these services, resulting less in a challenge to capitalism than in further precarization of an already precarious workforce. This paper draws on ethnographic research on for-prot ridesharing services in San Francisco, California.
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20. Protable Potlatch: Leveraging the Gift Economy with Market Logic Alexander Rose, University of Arkansas, USA* Jeff Murray, University of Arkansas, USA
The proposed study seeks to connect knowledge of the gift economy to marketing strategy through a study of potlatch festivals in the craft beer industry. Drawing on the work of Mauss on the potlatch as well as work on brand development, recommendations for marketers on how consumer potlatches may lead to protability are sought. The authors argue, and seek to empirically explore, that consumers attribute status to rms which hold potlatches and that this status translates to brand equity and protability for the rm. This context is particularly rich for exploration given that it holds explicit elements of the market and the gift economy, as well as the logics thereof. As such, insights in this context should not only contribute to marketing manager knowledge of brand community development and consumer responses to gift giving festivals, but also to extant discussion of the relationship between the market and gift economy.
21. What about Morality and Brand? Ahmed Benmecheddal, Univ Lille Nord de France SKEMA Business School* Nil zaglar-Toulouse, Univ Lille Nord de France SKEMA Business School* Maud Herbert, Univ Lille Nord de France SKEMA Business School
Les Indigns, Downshifters, anti-brands and anti-advertising activists, are more and more present in our society. Although growing in popularity, these countermovements need to gain deeper attention by consumer researchers. In order to better understand these consumer movements, this article explores the conicting relations between activists and brands. The concept of morality helps to analyze how consumer activists apprehend their relationship to brands.
22. The Politics of Genre and Product Placement: A Post-Apocalyptic Account Sandra D. Smith, University of Auckland, New Zealand* Cristel A. Russell, American University, USA Kelsi E. Benge, University of Auckland, New Zealand
The focus of this working paper is to offer qualitative insights into how audiences interpret product placement within post-apocalyptic movies. Within this movie genre, the central narrative is usually set in a post-consumeristic world. The importance of genre is highlighted by Derridas (1981) assertion that there is no genre-less text and, instead, every text participates in one or several genres. We contend that genre theory itself is a type of theoretical narrative we use to describe the socially constructed meanings which audiences collectively assume about texts (Stern, 1996). We also suggest that deploying an interpretive approach to exploring viewer experiences of product placement within post-apocalyptic movies may not only reveal - 36 Program_5.5x8.5_CCT2013_02.indd 36
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more about the inter-textual effects of genre and product placement, but may also shed light on the politics of genre within this context.
23. Incidentally Utopian: Re-imagining the Sustainability in Ecovillages Handan Vicdan, EMLYON Business School, France* Soonkwan Hong, Michigan Technological University, USA* The production aspect of ideological as well as physical spaces has received disproportional attention from consumer research. Much remains under-explained with respect to the varied meanings of utopia and the (un)conscious embodiment of the utopian ideology by consumers. The body of literature provides distinct theoretical lenses through which the ideological reservations, known as ecovillages, can be construed as utopia, manifestation of escapism, or heterotopia. Archival analysis and some empirical observations made in multiple ecovillage contexts to explicate the process by which these ideals are re-imagined and re-congured. A multi-discursive dynamics was found in such consumer-lead enterprises that display the respective characteristics of utopia, heterotopia, and escapism. Conscious and conscientious consumers organize alternative life modes in their quest to explore and internalize sustainable lifestyles in multi-faceted ideological elds. We also document a noteworthy move away from ecovillages being intentional communities to incidental communities. 24. Club Penguin as a context of consumer socialization: What do you have in your igloo? Teniza Da Silveira, EA/UFRGS, Brazil*
The purpose here is to explore the practice of Club Penguin as a context of consumer socialization. We have carried out in depth interviews with boys and girls aged between 7 and 10 years old in south of Brazil.We found a materialistic aproach in the context of avatar behavior (i.e. to have more possessions is strongly related to cooler penguins, cool games are the games where they can earn more coins to buy more things). We also identied a strong peers (friends) inuence on what to do, what to buy, what to wear, where to go in the Club Penguin universe. It was also observed a reproduction of peers social status in Club Penguin context. The main factor of attraction to play the game is the seasonal parties, where they can buy new clothes and furniture items.
25. Focus on the Form, Forget about the Function: The Legitimation of Illicit Products through Design Aimee Huff, Ivey Business School, Canada* Sarah Wilner, Wilfred Laurier University, Canada*
Recent swings of the moral pendulum for several consumer products (e.g. furs and cigarettes are frequently shunned, while marijuana consumption is acquiring public acceptance) prompted us to consider mechanisms that enable legitimization. In this
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exploratory study, we examine a product class marked by strong taboos: sex toys. Previously rendered taboo through association with vulgar hedonism and perversion, new sex toy manufacturers are redening and destabilizing the market with bold, functional innovations (e.g. ergonomic designs, improved materials) and aesthetic improvements so striking that media reports repeatedly compare them to iPodsa product whose design is credited with inuencing both its category and consumer desires. To explore the process of legitimization for illicit products, we examine the discourse about sex toys in popular media texts that both lead and reect this transformation, and construct a semiotic square to provide a framework for unpacking the changing meanings associated with this liminal category.
26. Production and Consumption of Space in the City: The case of a planned district in Brazil Rodrigo Castilhos, PhD Candidate at Post-Graduation Program in Business Administration, UFRGS, Brazil/York University, Canada* Carlos Rossi, UFRGS, Brazil
This ongoing project aims to understand how a transitional urban space is produced (and consumed) through the relationships between the different social actors in a planned district located at an urban frontier in the city of Porto Alegre, Brazil. Drawing on Bourdieus social praxiology, our preliminary results reveal that both developer and upper middle-class dwellers in articulation with local public forces employ daily tactics to impose developers value proposition over lower-class set of dwellers. Those tactics lead to amplication of social distance and to territorial pressure over poor consumers, who are ultimately being pushed away from the neighborhood by real estate speculation.
27. The Pursuit Of Extraordinary Experiences: Seeking Or Creating Triggers Colleen Harmeling, Saint Louis University, United States* Mark Arnold, Saint Louis University, United States
Although marketers recognize that experiences are an integral to creating consumer value, some experiences have the power to do more than provide temporary value. Extraordinary consumption experiences, dened as intrinsically enjoyable experiences laden with intense emotional content, have the ability to redene our identities. Along this premise, consumers pursue extraordinary consumption experiences that motivate self-transformation. In doing so, consumers seek or create certain triggers that offer the opportunity to go beyond the boundaries of ordinary experience (Csikszentmihalyi 1974). This paper explores ve possible triggers of extraordinary experiences derived from an integration of existing research on extraordinary experiences and elaborated through a multimethod qualitative research study in the context of recreational running events (i.e. road races). This research provides both theoretical and practical insights on creating and marketing through extraordinary experiences.
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28. Acculturation, food and (non-)temporary migrators Cristina Galalae, The University of Manchester, Manchester, UK, and Bucharest Academy of Economic Studies, Bucharest, Romania* Jikyeong Kang, The University of Manchester, Manchester, UK
This research aims to explore acculturation experiences and identity projection through food attitude in the case of temporary migrators. Building upon the existing body of consumer acculturation literature, we suggest that the inuence of acculturation agents on attitude towards food considered typical for the host culture is mediated by the temporary migrants previous international experiences and intention to immigrate. Data were collected through in-depth interviews conducted in the United Kingdom on a sample of 19 postgraduate international students with different nationalities. Findings show signicant differences at the level of attitude towards British food between those subjects who perceive their migration as temporary and the ones who seek extended residence within the host culture.
29. Exploring the Dynamics of Marketplace Inclusion and Consumption in Bazaars as New Retail Spaces Handan Vicdan, Emlyon Business School, France* A. Fuat Firat, University of Texas - Pan American
We explore the dynamics of consumption in traditional bazaars that once were signiers of the lower class identity, and how they are redesigned to include upper classes, now in the form of High Society Bazaars (HSBs) in Turkey. We nd that construction of space in the HSB is characterized by a constantly transforming interplay between the lower classes as the local residents of the bazaar, the sellers, and the elite sectors of the population visiting the bazaar. Findings unravel the micro and meso forces at play laden with social class tensions, as consumers negotiate their space in the HSB with sellers and other consumers in the bazaar. We also identify the macro forces involving tensions occurring among bazaar sellers and consumers, the news media, municipal government, and other modern retail spaces.
30. Women travelers consuming Difference: Exotic/ Erotic Others Nacima Ourahmoune, Reims Management School, Marketing, Consumption & Society research centre*
Mens and womens experiences of sex tourism have been understood very differently because of a commonly held assumption that suggests western men travel to foreign countries to engage in sexual relations with (younger, Other) local women. There have some acknowledgement that western women can also engage in sexual relationships with foreign men as part of their holiday experience. However, discussions around womens sexual subjectivities have been hotly debated within the social sciences while very absent in consumer research. Tourist women are often seen as passive innocents, used by local men who are actively seeking money, a ticket off the island.
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My data supports the argument that sex tourism is not simply about male patriarchal privilege and female powerlessness. Rather, my data support that female tourists sexual-economic relationships with local men are predicated upon the same global economic and social inequalities that underpin the phenomenon of male sex tourism.
31. Sensory vulnerabilities: olfaction and decision making in the home Samantha Cross, Iowa State University, USA* Meng-Hsein (Jenny) Lin, Iowa State University, USA Terry Childers, Iowa State University, USA
Consumer behavior research on sensory impairment is usually conned to individual consumers whose vision or hearing is affected, often neglecting other sensory inuences and other units of consumption. This research examines sensory inuences on consumer vulnerability and well being, at both the individual and family unit level, focusing on the impact of olfaction on decision making, consumption and marketplace choices, and social interactions. We advocate for a broader understanding of the diverse dimensions of consumer vulnerability and the role olfactory sensitivity plays in individual and family well-being.
32. Voluntary Simplicity in the Final Rite of Passage: Death Hakan Cengiz, Karabuk University, Turkey* Dennis Rook, Univenrsity of Southern California, Los Angeles, USA*
Voluntary Simplicity is a consumer lifestyle that was rst observed in the post-modern era in the 1970s (Elgin and Mitchell 1977), and which has grown steadily (Shama 1988; Iyer and Muncy 2009). This session examines the voluntary simplicity lifestyle trend within the context of ritual consumption practices and purchases associated with the nal rite of passage: death. We look for evidence of lifestyle simplication in the ritual structure and content elements proposed by Rook (1985): ritual scripts, ritual artifacts, ritual actors and roles, and ritual audiences. Although other factors may also be in play, dramatic and recent changes in the consumption of death arise from individuals conscious choices to simplify their own endings.
33. Exploring The Link Between Nation Branding And Commercial Mythmaking: The Construction And Reception Of Italian Fashion Diego Rinallo, Euromed Management, France* Valeria Pinchera, University of Pisa, Italy
We adopt historical methods to examine commercial mythmaking centered upon the rst Italian fashion shows in the 1950s-1970s, which were instrumental in mobilizing local dressmakers to develop distinctly Italian fashion collections not inspired by French style. By documenting the emergence of Italy as a fashion country and rivalry among Italian cities to become the countrys fashion capital, our study shows that before national mythmaking can occur, local marketers must be mobilized towards - 40 Program_5.5x8.5_CCT2013_02.indd 40
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common marketing goals. Local place branding efforts and the sovereignty of market leaders has therefore to be opposed at the level of ideology, public discourse and marketplace practices.
34. The Augmented Tourist: Photography, Consumption and Reality Brett Robinson, Saint Vincent College, USA*
This project looks at the role of augmented reality technologies in the remapping of commercial space. Augmented reality includes smartphones and wearable devices that project virtual information into physical environments. I analyze some early augmented reality applications and attempt to place them in some broad but distinct categories for discussion. By drawing from the media ecology school, I seek to theorize some of the analogous media practices that augmented reality retrieves. For instance, AR places the consumer in the role of tourist, perpetually armed with a camera, seeking novel experiences, visual souvenirs and voyeuristic pleasure. In addition to analyzing some of the formal aspects of augmented reality, I consider its ethical implications by interpreting the new technology in light of the device paradigm critique developed by philosopher of technology, Albert Borgmann.
35. The Long Poem of Walking: Reconstructing the Flaneur Across Paris, London, and San Francisco Kent Drummond, University of Wyoming, USA*
Drawing upon data collected from walking tours in three major cities, I discuss how borders are crossed -- and communities are built -- by linking neighborhoods, consumption experiences, and the practices of being a tourist. Community is established in all three cases.
36. Understanding Conict in a Consumption Clique Hana Sethi, York University, Canada*
North American discourses inuence lavish wedding discourses. These include individualism, family collectivism, economic rationalism, and ethno-traditionalism. Individualism manifested itself through brides beliefs that the wedding is their milestone day. This often led to conict as brides resisted or ignored the opinions from their consumption clique. Family collectivism is the belief that family is important in our life, and their preferences and desires supersede those of the bride, leading to compromise and collaboration. Economic rationalism made many brides felt uncomfortable spending heaps of money on decisions that they themselves were not satised with, which justied their position in conict. Ethno-traditionalism commonly guided rst generation western brides to compromise with family members who requested traditional attire and rituals, with minimal conict. The current preliminary ndings have identied different factors that inuence consumers reactions to opinions from their consumption clique.
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37. Child and parent experiences of back-to-school shoe shopping in stores Katherine Sredl, University of Notre Dame, USA* Ruzica Brecic, University of Zagreb, Croatia
In this research on back-to-school shoe shopping in stores, among elementary school children and their parents, we theorize childhood as a stage of life in which independence, identity, and peer relationships are important to the child. Unlike the consumer socialization perspective that is predominant in consumer research, we view children as active agents who are not socialized into consumer culture, but who are participants of it in their daily life Likewise, we theorize their participation as active makers of meaning, and as a vulnerable group that relies on parents to lter their experience of consumer culture. We demonstrate that children experience growing up through the back-to-school retail ritual, that they subvert authority through engaging other family members in consumption. We show that peer groups have means of showing approval that are specic to the rst day of school. The ndings also suggest that parents experience tension in their role.
38. Belonging to the land: New Zealand indigenous culture, happiness, and consumption Ebony de Thierry, University of Waikato, New Zealand Lorraine Friend, University of Waikato, New Zealand Carolyn Costley, University of Waikato, New Zealand*
This paper illustrates the important role that sense of belonging and connectedness to the land plays on the happiness of Maori people in New Zealand. These connections allow these Maori individuals to feel closer to their ancestors, identify with their culture, and feel secure in where they t in society. They experienced these feelings as happiness. consumption plays an indirect role on a sense of belonging through which experiential consumption is able to enhance, facilitate and maintain the happiness of Maori. While happiness is often conceptualized as an essentialist concept, this research illustrates how happiness is culture specic.
Session 5
Saturday, June 15, 2013 8:30 am - 10:00 am 5A: Materiality Matters: Investigations of The (De)stabilizing Capacities of Material Elements in Consumption-Related Assemblages Room: Verbena Co-Chairs: Daiane Scarabato, Ponticia Universidad Catlica de Chile Discussant: Dannie Kjeldgaard, University of Southern Denmark
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1. Betrayal and Purication in Consumption Assemblages Robin Canniford, University of Melbourne, Australia* Avi Shankar, University of Bath, UK*
Theories of assemblage (Deleuze and Guattari 1987; De Landa 2006) suggest that a multiplicity of elements are vital to the reproduction of consumption experiences. Assemblages of heterogeneous consumption resources, however, are characterized by fragility and contestation, due to recurrent mismatches between the various constitutive elements. Through an ethnography of consumption in nature, our paper rst establishes that consumers experiences are outcomes of hybrid consumption assemblages in which cultural discourses are combined with material geographies and technological resources. Our data illustrate that the combinations of these resources are fragile and temporary constellations that constantly threaten to reassemble into patterns that consumers do not value. We show that consumers are skilled at overcoming such problems through purifying practices. We detail two kinds of purifying practices that enable consumers to overcome betrayals in assemblages and to experience assemblages of nature in an idealized state as the opposite of culture.
2. Making Things up; Exploring Materiality in a Serial Entertainment Brand Assemblage Marie-Agns Parmentier, HEC Montreal, Canada*
Consumer researchers have provided valuable insights on consumers participation in building and establishing serial entertainment brands, i.e. objects of attention characterized by unfolding narratives and materiality over time. They have, however, stopped short of examining how the materiality of such brands matters. Yet, powerful brands are synergistic gestalts of both narrative and material elements. Drawing on assemblage theory and longitudinal data from the Americas Next Top Model context, we examine how material elements help to stabilize a serial entertainment brand assemblage, and how they intersect with fan practices in the constitution of such assemblages.
3. Fashion Consumption by Plus-Sized Consumers: A Socio-Material Perspective Daiane Scaraboto, Ponticia Universidad Catlica de Chile, Chile* Eileen Fischer, York University, Canada
We draw on socio-material perspectives to investigate the dynamics of consumption practices in the context of a specic segment of fashion consumers those who are plus-sized. We do so through a netnography of Fatshionistas, plus-sized consumers who blog about their fashion consumption experiences. Using assemSession 5
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blage theory, we explore how fabric and fashion interact with the material bodies of consumers in ways that destabilize individual consumers fashion assemblages, and that ultimately can destabilize the markets that equivocally serve those consumers. Our ndings suggest that destabilization of a plus-size fashion assemblage is continually threatened by a range of capacities exerted by the consumer and by other components of the assemblage. However, plus-sized consumers can stabilize fashion assemblages by engaging in practices that rely on new material and/or expressive elements. These ndings advance our understanding of fashion consumption and other consumption contexts where the materiality of bodies and of products are important.
5B: Navigating Cultural Dualities in a Global World Room: Lantana Chair: Samantha Cross, Iowa State University, USA 1. Negotiating Cultural Ambiguity: A Phenomenological Study of Multiracial Identity & Consumption Robert Harrison, Western Michigan University, USA* Kevin Thomas, University of Texas at Austin, USA*
Due to their growing social visibility and recognized buying power, multiracial individuals have emerged as a viable consumer segment among marketers. However, there is a dearth of research examining how multiracial populations experience the marketplace. In an attempt to better understand the way the ways in which multiracial individuals utilize consumption practices as a means of developing and expressing their racial identity, this study examined the lived experience of multiracial (black and white) women. Findings of this phenomenological study indicate that multiracial consumers engage with the marketplace to assuage racial discordance and legitimize the liminal space they occupy.
2. Navigating the Diversity Within Samantha Cross, Iowa State University, USA* Mary Gilly, University of California, Irvine, USA
Research on immigrant consumers has focused either on individual immigrants acculturation processes, or on the adaptation of mono-cultural immigrant families to a different cultural context. In the literature, a bi-cultural is often described as an immigrant, with language prociencies and a high level of awareness of the nuances of his/her culture of origin and culture of residence. However, there is little research on the impact of bi-culturalism on the children of parents from different countries of origin and different cultural and ethnic backgrounds (i.e.,
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bi-culturals from birth). This research extends the current literature by focusing on the identity perceptions of these true bi-cultural consumers and the impact of their cultural duality on their past, present and anticipated decision making and consumption patterns. Our data consist of semi-structured depth interviews with the adult children of bi-national households. Four emergent themes are examined: Openness, Splitness, Outside the Mainstream, and Badge of Honor.
3. Native, Host and Pan-Ethnic Cultural References: How Ghanaians in the UK Bridge, Bond, and Reject Social Appurtenances via Consumption Andrew Lindrige, The Open University Milton Keynes Luca M. Visconti, ESCP Europe Benjamin Diabah, The Open University Anne Smith, The Open University
To date, consumers acculturating to a new market culture are supposed to accommodate by having two main cultural references: native and host culture. We argue that a third cultural reference exists and impacts migrants market acculturation. We name it pan-ethnic identity that consists in either perceived or imposed cultural similarities with migrants of a different nationality but of close ethnic/ racial characteristics. By focusing on Ghanaians living in Britain and their confrontation with British, Ghanaian, and Pan-African (sub)culture, we show under what circumstances migrants make reference to each of them. Second, we interpret how migrants move back and forth those multiple cultural references. We address processes of bridging, bonding, and rejection as the main forces shaping the dynamic construction of migrants social capital. We also illustrate the use and role of consumption in all these processes.
4. Mobile Ethnicities in Global Cities Eric Li, University of British Columbia, Canada* Bernardo Figueiredo, University of Southern Denmark, Denmark*
Moving beyond the traditional concept of ethnic migration and acculturation, our study highlights the uidity of ethnic representation in global cities. Through comparing the commonalities and differences among ethnic representations in two different multicultural festivals, our current study investigates how ethnicities become resources for consumers construction, negotiation and representation of ethnic afliations in culturally diverse global cities. Five emergent themes structure our ndings about the construction of ethnic identity in these festivals: a) commoditization of ethnicity and cultural diversity; b) ethnic entrepreneurship by several stakeholders; c) ethnic objectication and consumerism; d) embeddedness of mobile ethnicities in larger transnational discourses; and e) authentication through the politics of visibility. In addition, our ndings suggest that global cities
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provide a stage for ethnic entrepreneurs to perform multiplicity and diversity though mobile ethnicities. This study contributes to the understanding of the key role of places in linking dynamic constructions of ethnicity with globalizing discourses.
5C: Market Control and Power: Confessions, Transgressions and Secrets Room: Aster Chair: Stefano Pace, Kedge Business School, France 1. Control and Power in Online Consumer Tribes: the Role of Confessions Anna Fyrberg-Yngfalk, Stockholm University, Sweden Bernard Cova, Kedge Business School, France Stefano Pace, Kedge Business School, France* Per Skln, Karlstad University, Sweden
Confessions are usually ascribed religious meanings, which suggests that confessions have a form of regulative power. Despite portraying confessions as a key practice in consumer tribes, previous studies tend to be silent about how confessions reproduce control. By employing the Foucauldian notion of pastoral power, the present study explores confession practices and examines how confessions and other interrelated practices facilitate control. The study is based on a netnographic study and analysis of tribe members confessions across three online consumer tribes devoted to opera, sports, and cars. We demonstrate how confessions align consumers with the common tribe ethos and how this constitutes members into various subject positions, which are fundamental social processes for producing and reinforcing the tribe. As such, the present study demonstrates four types of subjects positions: the pastor, regular sheep, good sheep and black sheep, and how these subject positions regulate and control the actions of tribe members.
2. Binge Drinking and Consumer Transgression Chris Hackley, Royal Holloway, University of London, UK* Amy Rungpaka Hackley, Queen Mary University of London UK* Andrew Bengry-Howell, University of Southampton UK Christine Grifn, University of Bath UK Isabelle Szmigin, University of Birmingham UK
This paper draws on three theoretical traditions to explore transgression in consumption using the context of binge drinking amongst young adults in the UK. Elements from urban geography, literary theory and anthropology are used
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to theorise three forms of transgression - transgressions of space and place, transgressions of the body, and transgressions of the social order. The forms of transgression described fall into a category that is seldom explored in consumer research because it involved no economic motive and does not constitute illegal or deceitful behaviour. Rather, it is a performative transgression that is enacted discursively. The paper seeks to develop the idea of consumer culture as a site of performative transgression through the focus on a specic consumer cultural context.
3. Behind the Brand Backstory: The Real Secret Behind the Reveal Vanisha Narsey, University of Auckland, New Zealand* Cristel Russell, American University, USA
Brand backstories enable consumers to go behind-the-scenes or into the backstage and are often shaped by producers as divulged secrets. This paper explores why and how brand backstory creators choose to reveal previously concealed information to consumers, particularly in light of postmodern consumer culture today. In-depth interviews with brand backstory creators uncover three strategies for creating brand backstories and maintaining an aura of secrecy about the brand: 1. Animating vs. capturing, 2. Offering veils of transparency, 3. Delineating insiders and outsiders. These strategies aim to heighten the cultural signicance of the brand and nurture consumer-brand ties, ultimately enchanting consumers towards the inner-world of the brand, enabling them to reach the core of the brand backstory secret and experiential authenticity.
5D: Visualizing Consumer Culture: Film and Photostreaming Room: Indigo Chair: Marylouise Caldwell*, University of Sydney, *Chair and Discussant 1. Arab Hospitality Russell Belk, York University, Canada* Rana Sobh, University of Qatar
This ethnographic study in Qatar and United Arab Emirates addresses a particular Islamic consumptionscape as well as a related commodied practice: that of Arab hospitality. This much vaunted Arab virtue is examined in three contexts: home hospitality, commercial hospitality, and hospitality toward foreign guest workers and visitors. We nd that home hospitality is largely extended inward and involves sharing in with close same sex friends and family in a tournament of status, while hospitality toward foreigners is largely either non-existent or out-sourced to other foreigners. These patterns are explained in terms of hyperSession 5
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ritualization of that which is most in doubt, namely, multiculturalism and patriarchal authority. We argue that this same pattern of hyper-ritualization may apply in other ritual contexts like American Thanksgiving celebrations.
2. Photostreaming as representations of research Ekant Veer, University of Canterbury, New Zealand*

The use of visual methods in research is longstanding, especially during data collection (Bell, Schroeder, & Warren, 2013; Heisley & Levy, 1991; McQuarrie & Mick, 2003; Pink, 2001; Zakia, 1993). However, the use of photographic techniques is often ignored as a means of representing research ndings. Most photographs used are to describe a setting or provide context to a site, but not necessarily as a representation of the actual themes in a piece of research. Most authors restrict presenting their ndings to text, with some braving movies as a medium of knowledge exchange. I propose that the use of photostreams as a means of expressing research ndings should be considered as an alternative mode of knowledge representation. This abstract will introduce the role of photostreaming; offer some advantages to photostreaming for representing research ndings, and provide an example of photostreaming in action based on consumer resiliency research.
Session 6
Saturday, June 15, 2013 10:30 am - 12:00 pm 6A: Enacting, Imagining, and Promoting the Ideal Home Room: Verbena Co-chairs: Janet Borgerson, Rochester Institute of Technology, USA Jonathan Schroeder, Rochester Institute of Technology, USA Discussant: Alladi Venkatesh, University of California, Irvine 1. The Ordinary Ideal Jonathan Bean, Parsons the New School for Design, USA*
This paper analyzes how the eld of architecture has imagined the ideal home in the postwar era, revealing tensions between architectures ideals and its relationship to the marketplace. Tract houses that is, an entire class of buildings that forms the ordinary environment of most North Americans consumers are largely overlooked within architectural literature, despite calls for more
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research and thinking. The paper reveals how the ordinary ideal house design, such as the open plan removing walls between living room, dining room, and kitchen the attached garage, the split-level oor plan, orienting the house to the backyard, and the sliding glass door, inuenced the consumer vision of home. The study places architectures renewed sense of responsibility and sustainability into historical perspective, drawing on two case studies regarding the ow of architectural ideas and ideal homes in popular media.
2. Visual and Aural Imaginations of Home: Constructing a Consumer Vision of Contemporary Lifestyle Janet Borgerson, Rochester Institute of Technology, USA* Jonathan Schroeder, Rochester Institute of Technology, USA*
Record albums, or LPs , occupied a space evoking identity and group membership in many homes during the postwar era as recording technology emerged and developed. Apart from music, vinyl records included several genres aimed at developing taste and achieving a modern lifestyle, such as instructional records, travel guide records, and home entertaining records. In this historical study, we examine an illustrative sample of lifestyle LPs from the 1950s and 1960s, in the genre of dinner, dancing, and entertaining at home. Our interpretive approach reveals compelling visions from an era that brought the home more fully into modern consumer culture. In attempting to make the unfamiliar more palatable and the culturally sophisticated more accessible, album notes often became opportunities to teach consumers about musical traditions, foreign lands, and home entertainment and lifestyle choices aimed at communicating a more cultured and modern American home.
3. Advertising the Dream Home: The Making of the Chinese Housing Market Xin Zhao, University of Nebraska*
In this paper, I seek to understand how advertising facilitates the imagination of home through a visual analysis of housing advertisements in urban China. Despite its importance, how home is imagined in advertising and how this visual construction of home contributes to the rise of consumer culture still remain unclear. In less than two decades, China has changed from a predominantly public housing regime to a country of private home owners. Home ownership is a critical driving force that is transforming China into a consumer society. Owning their own home has changed the way many Chinese live, and how they think about class, status, social space, and identity. Housing consumption has become a critical social practice to construct a sense of modern citizenship and has become important for many Chinese consumers in aiming to realize their own China dreams.
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6B: Genders and Cultures of Personal Finance Room: Indigo Co-chairs: Miranda Joseph, University of Arizona Discussant: David Crockett, University of South Carolina 1. Gender, Entrepreneurial Subjectivity, And Pathologies Of Personal Finance Miranda Joseph, University of Arizona, USA*
This presentation examines the constitution and deployment of gendered norms for personal nancial attitudes and behaviors through the production and circulation of knowledge, especially statistical articulation of populations, across the domains of popular culture, marketing research, and legitimate social science. I argue that negative, pathologized, portrayals of women as impulsive shopaholics on one hand and paralyzed non-investors on the other are deployed not only to constitute markets for nancial products and services aimed at allowing women to rescue themselves from themselves but, more fundamentally, provide a pedagogy of neoliberal entrepreneurial subjectivity: stories about womens nancial pathologies mark the boundaries of the normative ideal of the personally responsible subjectivity that has been promoted in support of policies privatizing social welfare provision.
2. Re-Examining Gender Differences In Financial Capability Joyce Serido, University of Arizona, USA*
Many consumers are unprepared to make good nancial decisions in their own behalf, as they face increasingly complex nancial choices. Whereas much of the existing literature on nancial capability (nancial knowledge, skills, access) emphasizes differences in nancial outcomes by gender or sex, this study considers the role of personal cognitive and attitudinal traits in promoting nancial capability to provide a more nuanced understanding of young consumers nancial behaviors. Findings from the study provide insights for facilitating the design and implementation of more effective and targeted nancial programs and interventions.
3. Family And Social Capital Inuences On Latino Undergraduate Academic Persistence Andrea Romero, University of Arizona, USA*
College students are in a critical transition period in terms of developing their own nancial patterns as emerging adults; yet, they still have parental inuence and oversight. The goal of this paper is to present research on Latino college students
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academic achievement and academic persistence as it is associated with parental involvement and nancial well-being. We use Perna and Titus (2005) model of Social Capital and College Success to investigate the inuences of social capital and family capital on student academic achievement. Results from a self-report survey study with 311 freshman Latino undergraduate students are presented. These ndings have implications for understanding how social, cultural and economic capital inuence Latino undergraduate academic success.
6C: Consumer Identity Crossings Room: Lantana Chair: Michael Beverland, University of Bath, UK 1. The Formal Modeling of Consumer Identity: A Hermeneutic-Structuralist Approach to the Study of Taste Kyle Puetz, University of Arizona, USA*
In CCT, some theorists (e.g. Holt 1997; 1998) sought to place emphasis on how knowledge of consumer goods and of the appropriate ways to consume these goods functions as a marker of class identity a necessary step given some reductive arguments being wielded against Bourdieus theory of taste at the time. Unfortunately, this new focus tends to obscure the ways in which preference for certain cultural objects does have an immediate association with consumer identity. Using insights from the hermeneutic structuralism tradition in sociology, this paper demonstrates a method in order to model different logics of taste that structure consumer identity. Using critics preferred lm selections as an example, I show how blockmodeling, a network method, may be used to differentiate and compare the different logics employed.
2. Zoomorphic Magic: Understanding the Identity Motives and Authentication Acts of Furry Culture Michael Healy, Canterbury Christ Church University, UK* Michael Beverland, University of Bath, UK
Through netnographic inquiry, we explore the practice of zoomorphism by one group of anthromorphsFurries. We identify three interconnected narratives (escape, healing, and power) that members of the Furry subculture deploy to make sense of the world. Exploring these narratives further, we identify why these consumers are drawn to zoomorphism as a means of self-authentication. To our knowledge, this study represents the rst examination of Furry consumer culture and contributes to our understanding of human-animal relations through insights for anthropomorphism, zoomorphism and the extended self.
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3. Through the looking-glass: Uncanny reections Jessica Darveau, HEC Montreal, Canada* Yannick St-James, HEC Montreal, Canada
This paper introduces the uncanny as a theoretical lens to understand consumption tensions as embodied experiences of a destabilizing doubt or uncertainty. Up until now, tensions have mostly been explored from a cognitive perspective that calls for resolution or as a postmodern perspective which suggests that an experience is entirely comfortable for consumers. The current paper explores the usefulness of the uncanny as a way to better understand consumption tensions in the context of consumers relationships with technologies. More precisely, the possibility of experiencing uncanny episodes as a result of either natural or technological transformations of the body is discussed in a conceptual exploration of aging and cosmetic surgery. We address how the objectication and estrangement of the aging body as well as further alienation of the body through cosmetic surgery might both set favorable conditions for an uncanny effect to emerge.
4. The Role Of Market-Mediated Milestones In Negotiating Coming Of Age Identity Tensions Among Adolescent Girls Jenna Drenten, John Carroll University, USA*
This paper explores adolescent identity tensions and coming of age consumption practices between childhood and adulthood, specically among adolescent girls. Data include written identity narratives and accompanying collages from 42 female participants. Based on ndings, I develop a framework of tensions in liminal identity development and identify how market-mediated milestones play a role in negotiating such tensions. In contrast to the traditional Van Gennepian conceptualization of rites of passage, market-mediated milestones do not necessarily mark a major transition from one social status to another, nor do they follow clearly dened stages (i.e., separation, liminality, and reincorporation; Turner 1987; Van Gennep 1960). Overall, the primary contribution of this paper lies in providing a framework of identity tensions which are negotiated through market-mediated milestones.
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Lunch Special Guest Speaker - Lawrence Glickman

Saturday, June 15, 2013 12:00 pm - 1:30 pm Grand Ballroom Lawrence Glickman is Carolina Trustee Professor and Chair of the Department of History at the University of South Carolina, where has taught since 1992. He is the author or editor of four books, including, most recently, Buying Power: A History of Consumer Activism in America (University of Chicago Press, 2009; paperback 2012). Since his rst book, A Living Wage: American Workers and the Making of Consumer Society (Cornell University Press, 1997), Professor Glickman has been interested in examining the intersections of consumption and politics. At South Carolina, he has taught a wide range of courses, including a graduate seminar on Consumer Society in Comparative Perspective, that examines consumption in a variety of eras and places. He is currently researching a book tentatively titled, The Free Enterprise System: A Cultural History, which examines the changing meaning of this term. He is also interested in debates about public, rather than private consumption. Other projects include a study of trans-Atlantic reform in the post-Civil War years and sports radicalism in the 1960s and 1970s. He has earned fellowships from the National Endowment for the Humanities, the American Philosophical Society, and the Princeton University Center for Human Values, where he held a fellowship during the 2006-2007 academic year. He is a distinguished lecturer for the Organization for American Historians and he blogs occasionally at various websites including the Baseline Scenario and Bloombergs Echoes Business history blog. His website can be found at: http://artsandsciences.sc.edu/hist/Faculty/glickman.html
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Session 7
Saturday, June 15, 2013 1:30 pm - 3:00 pm 7A: The Value of Using Neo-Institutional Theory to Explore Changes in Markets and Consumption Fields Room: Verbena Co-chairs: Anton Siebert, Witten/Herdecke University, Germany Ela Veresiu, Witten/Herdecke University, Germany Discussant: Ashlee Humphreys, Northwestern University 1. The Formation of Institutional Fields of Emotions: Asserting Romantic Love in Indonesia Anton Siebert, Witten/Herdecke University, Germany* Markus Giesler, York University, Canada
Prior research on emotions and the market has tended to ignore the larger institutional character of emotions. Building on neo-institutional theory, the sociology of emotions, and ethnographic research on romantic love in Indonesia, we develop the concept of institutional elds of emotions and identify the key material and semiotic factors supporting their formation. We found three processes: the construction of emotional space, the emotionalization of commodities, and the creation of strategies of emotional resistance. We argue that institutional elds of emotions structure individuals emotional reality and the ways in which the market can and cannot operate. Having an understanding of their nature and shaping, thus, is of importance to consumer research. This studys intended contributions to the literature on emotions and the market as well as market system dynamics will be discussed.
2. Consumer Value Creation and Unintended Market Dynamics Pierre-Yann Dolbec, York University, Canada* Eileen Fischer, York University, Canada*
Previous research interested in marketplace dynamics has assumed actors intentionality in bringing about market-level changes. We argue that such changes do not require prior purposes from actors. Building on archival, netnographic and interview data, we explore how the accumulation of micro-level practices of interconnected consumers can lead to unintended changes in the fashion market. We nd that, rst, as consumers exchange pictures and opinions about their tastes, brands, and products, the institutional work once done by established actors is partially being redistributed to consumers. Second, new institutional boundaries emerge as new roles are recognized by all actors within the market. Third, a
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new institutional logic that resonates with the values of those with lower levels of symbolic capital gains visibility. Unintended, accumulative changes to markets may be a widespread and largely overlooked phenomenon, on which our work sheds but initial light.
3. Sustaining Contested Institutional Fields: The Case of Historically Responsible Tourism Ela Veresiu, Witten/Herdecke University, Germany* Markus Giesler, York University, Canada
Although previous marketing research on servicescapes has emphasized how salient cultural ideals and narratives are transformed into material realities that serve commercial aims, it has not shown how criticisms associated with the commercialization of history affect the institutionalization of a historical servicescape. To redress this key oversight, we draw on neo-institutional theory. We dene a historical servicescape as an institutional eld of historically responsible tourism that is characterized by an effective blend of the logics of commemoration and commercialization, a network of organizations, and a shared set of institutions guiding actors towards historically responsible behaviors. Building on in-depth analysis of the Obersalzberg Alpine region in Germany, an area previously dubbed Hitlers Hill, we identify three interrelated strategies used to sustain the contested institutional eld of historically responsible tourism: government policy, entrepreneurial collaboration, and strategic materialization.
7B: Reformulations of Domesticity in Times of Unstable Boundaries Room: Lantana Co-chairs: Melanie Wallendorf, University of Arizona, USA Discussant: Amber Epp, University of Wisconsin, USA 1. Financing a Womans Place: The Gendered Marketing of Mortgages in the 1920s Jane Zaviska, Department of Sociology, University of Arizona, United States* Hannah Clarke, Department of Sociology, University of Arizona, United States*
This paper analyzes the gendered framing of housing nance in the Better Homes in America (BHA) campaign, the most signicant of the Own-Your-Own-Home marketing drives that facilitated the rapid expansion of mortgages in 1920s America. Our analysis treats mortgagesand not just homes and the lifestyles they support--as an object of consumption. Previous scholarship, which concentrates on the BHAs depiction of family life, concludes that the BHA presented a patriarchal view of the family in the owner-occupied home. However, BHA messaging on nance for women reected the tensions and contradictions of consumption in the
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context of womens growing power as consumers. On the one hand, BHA empowered women as purse string holders and nancial stewards, but on the other positioned their true place as in the home. Housings dual nature as an object of investment as well as consumption facilitated this framing. Key words: housing; mortgage; gender; domestic space; family; nance
2. Parents as Domesticators and Domesticated: Negotiation of practices and meanings in family meals Cline Del Bucchia, Audencia Nantes School of Management, France* Lisa Pealoza, BEM Bordeaux Management School, France
This study addresses domestic production and negotiation of the markets entrance into the home from a parents perspective. Using in-depth interviews with 21 French-speaking Swiss parents in charge of family meals, the research extends our understanding of how caring is enacted through in-home production and consumption. It shows the practices through which consumption experience is singularized via the negotiation of market meanings that enter the home. The ndings underscore the tensions related to domestic production, particularly in a culture that has historically been oriented around food and its meanings. The paper discusses how parents are both domesticators and domesticated as they navigate the markets intrusion into the home. While some researchers accuse the market of standardizing and individualizing consumption, our study indicates that standardized food items are also used in activities that reinforce the in-home family experience of sharing. Key words: family; consumption; homemade; market-made; caring; domestication; food
3. Domesticity within Retail Spaces Andr F. Maciel, University of Arizona, USA* Melanie Wallendorf, University of Arizona, USA
Research on consumption has typically explored the penetration of market elements into domestic spaces. This paper reverses the focus to study the implications of the penetration of domesticity into the market realm. To address this issue, we construct an ethnography of a locally-owned knitting store permeated by domestic aesthetics, spaces, and salesperson practices that stimulate the development of social ties. Results indicate that the embeddedness of domesticity in commercial transactions is conducive to the construction of a retail space that corrects for the stigmatized profit-seeking goal of market institutions. The suspension of this stigma results in a heightened sense of trustworthiness among social actors in this type of market institution. As such, these spaces become a suitable venue for individuals to construct a sense of community and morality in and through the marketplace. Key words: domestic space; retail; economic embeddedness; community; gender
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7C: Consumer Engagement and Resistance Room: Indigo Chair: David Crockett, University of South Carolina, USA 1. Political Process In The Marketplace David Crockett, University of South Carolina, USA* Nicholas Pendarvis, University of South Carolina, USA*
Studies of consumer resistance and activism in the marketplace are thriving in consumer culture research. However, generally absent from the literature is a direct theoretical account of the generation and development of consumer movements. This research employs political process theory to understand the relationship between acts of resistance and consumer movements. Specically, this research explores the comingling of individual marketplace activity with events in the social world that give rise to consumer movements, and the specic role of brands. We utilize an approach adapted from social movements literature to explore the Bank Transfer Day phenomenon.
2. Charting the Crucial Role of Consumption in Market Resistance: The Sustenance of Gaucho Culture by Consumers in Brazil Marlon Dalmoro, UNIVATES, Brazil* Lisa Pealoza, Bordeaux Management School, France* Walter Nique, Federal University of Rio Grande do Sul, Brazil
This study analyzes consumption activity related to the Gaucho Traditionalist Movement in the Brazilian State of Rio Grande do Sul. Our data consists of interviews, participant observation, photography, lms and artifact materials collected over a three-year period in documenting the various agents, events, and artifacts comprising this movement. Findings emphasize the importance of consumption in sustaining this movement via an overarching commodication imaginary, i.e., the set of beliefs and practices associated with material symbols oriented to Gaucho culture. The commodication imagery both draws from and reinvigorates Gaucho culture via consumption processes of: singularity and local distinction, patriotism and tradition attachment, and history and memory cultivation. Our discussion highlights the structure and substance of consumers market resistance; while implications elaborate its consequences. Consumers, without abandoning the market, support an organized alternative market cultural resistance system in which their practices sustain local producers and other consumers over globally disseminated alternatives.
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3. Dancing around Anti Consumption Social Marketing A theoretical approach Carla Walter, University Savoy, France*
A theoretical approach utilizing dance in anti consumption social marketing is presented. Drawing upon dance theories and relevant literature it is posited that dance be considered as a vehicle and method of persuasion in anti consumption within a social marketing communications frame. The heretofore under theorized and unexamined use of dance in this line of research contributes to the redesigning of the self-image and identity of consumers, through linkages of positive behaviors to dance celebration and rituals as modes of behavior change. Social marketers strategic success depends on the target audiences favorable response to message processing. The paper contributes dance as a somatovisceral and kinesthetic approach to social marketing anti consumption behavior change through dance applications. It further contributes a theoretical method of behavior change and persuasion without alienating or ethically harming the target audience.
4. Tweaking Ethical Coffee: Removing the Cash Nexus From Starbucks Cause Marketing Kevin Marinelli, University of Georgia, USA*
This paper interrogates the border between civic engagement and consumer culture navigated by civic branding. Civic branding reinscribes the consumer brand as pure community engagement rather than corporate philanthropist. To illustrate this rhetorical shift I address the civic branding of coffee giant, Starbucks, and its coffee for voting and Create Jobs for USA campaigns. Drawing on Christine Harolds theory of pranking, I argue Starbucks disrupts the dominant logic of cause marketing and collapses the capitalist-anti-capitalist binary often implicated in this rhetoric. Further, Starbucks transgresses the philanthropy model of cause marketing by removing the cash nexus, yet while preserving the ritualistic form of capitalist consumption. Abolishing the capitalist commodity from the transaction, the Starbucks brand becomes an icon of civic engagement, while reducing civic engagement to pure signication. In light of this rhetorical shift, I conclude, we must rethink the border between consumer culture and community action facilitated by civic branding.
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Session 8 / Salons
Saturday, June 15, 2013 3:30 pm - 5:00 pm Imaginative, collaborative work-play spaces. Modeled after the creative theory spaces at HCR, the localized eld encounters at EPIC, and the highly coveted, artsy, politically charged tertulias in Latin America and the literary-philosophic social gatherings in Europe important in advancing the role of the public intellectual. 8A: Poetry Room: Aster II Co-chairs: John Schouten, University of Aalto John Sherry, University of Notre Dame Pilar Rojas Gaviria, Universite Libre de Bruxelles, Belgium 8B: Participative Community Development and Public Policy Room: Verbena Co-chairs: Brbara Robles, US Federal Reserve Board David Kaufmann, US Federal Reserve Board 8C: Theorizing Film - The Next Frontiers ... Room: Indigo Co-chairs: Russell Belk, York University Robert Kozinets, York University 8D: Visualizing Organization Room: Aster I Chair: Jonathan Schroeder, Rochester Institute of Technology 8E: CCTheorying Room: Lantana Co-chairs: Eileen Fischer, York University Pauline Maclaran, Royal Holloway, University of London 8F: EnGendering Globalization and Development Room: Goldwater Co-chairs: Giana Eckhardt, Suffolk University, Boston, USA Susan Dobscha, Bentley College
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8G: Auto-Ethnographic Collective Experiment of Object Circulation Room: Primrose Co-chairs: Bernardo Figueiredo, University of Southern Denmark Daiane Scaraboto, Ponticia Universidad Catlica de Chile 8H: Embodying CCT Room: Acacia Co-chairs: Carla Walter, University of Savoy, France Gokcen Coskuner-Balli, Chapman University
Saturday, June 15, 2013 6:00 pm - 7:30 pm Tohono Chul Park Desert, Words of Wisdom and Emotion
Sunset Poetry Readings
Saturday, June 15, 2013 7:30 pm -11:30 pm Tohono Chul Park Its what the North American Southwest is famous for: tasty Mexican food, tangy margaritas, plus special encore performances by our own singer/songwriter Chris Hackley, Blues Music and Consumer Culture, and Giana Eckhardt helping the DJ spin tunes to dance the night away! Cowboy Boots, Salsa Heels, Techno-Disco Dancing Shoes, R&R attitude optional. Special thanks to the: University of Arizona, Bordeaux Management School/Kedge, University of Illinois, 3CT Center for Consumer Culture Theory at Stockholm University, Consumption, Markets, Culture
Fiesta!
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Session 9
Sunday, June 16, 2013 9:00 am - 10:30 am 9A: Insights Into The Maker Movement Room: Verbena Chair: Aric Rindeisch, University of Illinois at Urbana-Champaign, USA 1. User Innovation and Symbolic Adaptation: Surng as a Maker Movement Melissa Akaka, University of Denver USA* Hope Jensen Schau, University of Arizona, USA* Stephen L. Vargo, University of Hawaii, USA*
Surng is a sport industry explicitly and historically dependent on user innovation and collaborative value-creation. We investigate how the surfboard was adapted over time within the particular context of surng culture. We conducted in-depth interviews with stakeholders (managers, surfers, surf-board shapers, surng contest coordinators) and collected archival data that reect how the surfboard evolved in shape, form and utility over the past 200 years. We nd evidence of user innovation and symbolic adaptation as many of the manipulations to the surfboard and associated changes in meaning were driven by user-centric, rather than rm-centric, practices and processes.
2. The Buying Process of Makers Andr Maciel, University of Arizona, USA*

The maker movement often regard making as a locus of discourse to contest elements of consumer culture and industrialism. This paper examines how makers navigate between this ideological disconnection from the market and their patronage of organizations that enable them to make. Fieldwork reveals the presentational and sales practices that market institutions in the homebrewing eld enact to facilitate makers navigation. Further, it reveals a type of acquisitiveness that combines the hedonism of modern consumerism and the utilitarianism of early industrialism. This acquisitiveness reects the marketplace position of makers, who combine the roles of producer and consumer in their leisurely practices.
3. The Maker Movement: Implications for Retailing Thought and Practice Aric Rindeisch, University of Illinois at Urbana-Champaign, USA*
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Retailing thought and practice is premised on the assumption that consumers visit retailers to acquire objects produced by manufacturers. This unspoken yet familiar premise shapes the questions retail scholars ask and the way retail practitioners think about their industry. Although this assumption accurately depicted retailing since the Industrial Revolution, its relevance is being challenged by the emerging maker movement, in which a growing number of individuals are producing the objects they consume. In this essay, I examine this movement with a particular focus on the recent rise of desktop 3D printing. After discussing this new technology, I offer a conceptual classication of four distinct types of 3D printed objects and use this classication to inform a content analysis of over 400 of these objects. Based on this review and analysis, I discuss the implications of this emerging movement for both retailing thought and practice
4. Crowd Capital and Innovation: Putting Creative Consumers to Work Jan Prpic, Simon Fraser University, Canada Prashant Shulka, Simon Fraser University, Canada Jan Kietzmann, Simon Fraser University, Canada*
In this study, we investigate how rms can turn to the crowd to learn about their customers consumption behaviour. We label this crowd capital, and present crowd capability as an organizational structure, content, and process for engaging dispersed individuals, and for rening the knowledge they offer to the rm. We investigate how established rms engaged in innovation can gain value from creative consumers - from those who adapt or modify proprietary product offerings. We study the specic advantages of generating crowd capital from such creative consumers, and reveal specic crowd capabilities for generating crowd capital from creative consumers.
9B: Consuming at the Threshold: Possession, Attachment and Access Room: Lantana Chair: Ekant Veer, University of Canterbury, New Zealand 1. What is Mine is NOT Yours: Further insight on what access-based consumption says about consumers Maurizio Catulli, University of Hertfordshire, UK* Julian K Lindley, University of Hertfordshire, UK Nicholas B. Reed, University of Hertfordshire, UK Sushma Kiri, SERCO Plc., UK Andrew Green, University of Hertfordshire, UK Hajra Hyseni, University of Hertfordshire, UK
Session 9
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This paper presents the ndings of a study researching the interaction between modes of consumption which do not involve transfer ownership and consumer culture. These business models are thought desirable as they offer a promise of sustainability. The research follows on the steps of Bardhi and Eckhardts (2012) work on accessbased consumption and investigates that consumption behaviour in the context of maternity equipment. The Authors agrees with Bardhi and Eckhardt that users of access based provisions are divided by fear of contagion, negative reciprocity and mistrust of other users, but not that they view environmental benets of PSS (ABC) as secondary. Adoption of PSS / ABC is constrained by low compatibility with consumer culture. Parents are concerned with the provisions ability to satisfy their needs and what this mode of consumption says about them.
2. Not Crossing Borders? Gendered Territorialization of the Home Karen Fernandez, University of Auckland, New Zealand*
Control is a critical determinant of possession and place attachment and self-extension. Yet, prior consumer research has not specically examined how consumers use personalization to engage in territoriality of the extended self: the control of access to, and interactions with the people, possessions and places they are most attached to. My interpretive research integrates and extends the possession attachment and place attachment literatures to explain how personalization is used to territorialize the home, and spaces within the home. This research reveals gender differences in territorialization, providing evidence that gendered differences exist in how consumers construe extended self.
4. Technology Mediated Sexual Encounters: Power and Fantasy Seeking Online Ekant Veer, University of Canterbury, New Zealand*
This research looks at the ways in which technology is being used to mediate sexual experiences between individuals and larger communities. The research takes a qualitative approach to understanding why some users engage in a Technology Mediated Sexual Encounter (TMSE) and the impact that these experiences can have on ofine sexual experiences. Beyond fantasy seeking, novel experiences, and instancy of TMSEs, the importance of power and dominance during a TMSE is discussed. Specically, how power is used as both a catalyst to engage in a TMSE but also how a TMSE may be used to exchange power from one party to another. The impact of TMSE use on understanding sexuality and expectations of physical sexual experiences is also discussed. The implications from this research include a better understanding of how technology is being used to express ones
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self and how an over reliance on technology can degrade ones ofine relationships.
9C: Reframing Markets and Consumption Room: Indigo Chair: Katherine Sredl, Notre Dame University 1. A womanist transmodern theodancecologic approach to reframing markets and consumption Carla Walter, University of Savoy, France*
The transmodernist project seeks to listen to voices from the margin. It admonishes subalterns rising to prominence to refrain from adapting the same oppressive approaches as colonizers. Womanist ideology presents an ontological structure as non assumptive of western hegemonic discourse proposing an embodied historical spiritual knowledge that forms a focal imperative in planetary and local models of humanity using the triad of concern. Black social dance is one form of embodied knowledge. Using it as a womanist transmodern example, literature is drawn upon in formulating this theoretical paper. The contributions of the paper for the eld of consumer culture theory are womanist ideologies, transmodernist approaches, and theodancecology, in consideration of subaltern alternatives to designing, providing for, and evaluating markets and consumption at local and planetary levels.
2. Young mothers use of (reverse) discourses in counter-hegemonic identity projects: the case of infant feeding practices Emma Banister, Manchester Business School, UK Margaret Hogg, Lancaster University Management School, UK* Mandy Dixon, Lancaster University Management Schoo, UK
Whereas earlier consumer research has examined discourses across a number of different sites, the employment of reverse discourse in counter-hegemonic identity projects remains unexamined. Reverse discourse potentially offers important theoretical insights into the operation of individual agency via disengagement from or resistance to normative discourses which can carry negative labeling and stigmatization. Our study draws on the empirical context of young teenage mothers to investigate and theorize the intersection between identity projects and reverse discourse in young womens strategies for resisting hegemonic discourses of motherhood in the context of one discourse of good mothering: infant nutrition practices and specically breastfeeding.
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3. The Sociological Shaping of a Network: Introducing the Actors of Nanotechnology Anastasia Thyroff, University of Arkansas, USA*
Nanotechnology is still not well known; therefore it is not legitimized. However, the nanotechnology market is growing at a rapid pace. As the market emerges, so are different actors that are all trying to frame nanotechnology using different cultural discourses. This article is a conceptual piece where I explore what the actor network system for nanotechnology looks like by identifying the four dominate frames of novel technologies: 1) Advancement (i.e., government), 2) Management (i.e., industry), 3) Development (i.e., academia/scientists), and 4) Informant (i.e., NGOs). Each of these frames has its own culture, discourse, and position, which creates its root causes, basic foundations, well dened descriptors, and expected associated actions. The role of media and social networks on each of the frames are then discussed. Because of uncertainty and interest in novel technologies, I suggest a paradigm shift where media and social networks are at the core of Goffmans frame theory analysis.
Awards Brunch, Conference and Workshop Debriengs, Looking ahead to Finland!

Sunday, June 16, 2013 10:30 am - 12:00 noon Grand Ballroom
1:45 pm - 5:00 pm Take a hike up Mt. Lemmon, visit the DeGrazia Gallery, explore the Kartchner Caverns, its up to you!
Optional Off-Site Events
Session 9
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Author Index
-AAitken, Robert Akaka, Melissa Albinsson, Pia Anderson, Donald Araujo, Luciana Arnold, Mark Arnould, Eric Askegaard, Sren -BBadot, Olivier Bahl, Navin Bajde, Domen Ball, Joan Banister, Emma Bardhi, Fleura Barnhart, Michelle Barrios, Andres Bastos, Wilson Batat,Wided Bean, Jonathan Belk, Russell Benge, Kelsi E. Bengry-Howell, Andrew Benmecheddal, Ahmed Beruchashvili, Mariam Beverland, Michael Blocker, Christopher P. Bode, Matthias Borgerson, Janet Brace-Govan, Jan Bradford, Kevin Bradford, Tonya Williams Brecic, Ruzica Brosius, Nina -CCaldwell*, Marylouise Campelo, Adriana
12, 13, 30 15, 61 33 35 25 38 21 20, 21, 25 28, 29 16 17 32 64 18 29 16 10 28 48 8, 47, 59 36 46 36 33 51 17 20 22,48, 49 18 7 24 42 18 47 13
Campos, Roberta Canniford, Robin Cardoso, Flavia Casotti, Leticia Castilhos, Rodrigo Catulli, Maurizio Cengiz, Hakan Chen, Hsiju Childers, Terry Clarke, Hannah Collin-Lachaud, Isabelle Coskuner-Balli, Gokcen Costley, Carolyn Cova, Bernard Crockett, David Crosby, Elizabeth Cross, Samantha
25 43 28, 29 25 38 62 40 32 41 55 12 60 10, 42 47 14, 50, 57 9 40, 44 32, 37 31 57 32 52 56 45 64 59 35, 54 52 41 8, 9, 26, 27 30 59 30 55 30 18, 63 11,45
Index
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-DDa Silveira, Teniza Dacin, Peter A. Dalmoro, Marlon Dalpian, Paulo Darveau, Jessica Del Bucchia, Cline Diabah, Benjamin Dixon, Mandy Dobscha, Susan Dolbec, Pierre-Yann Drenten, Jenna Drummond, Kent DuFault, Beth DuRocher, Mark -EEckhardt, Giana Edirisingha, Prabash Epp, Amber -FFerguson, Shelagh Fernandez, Karen Figueiredo, Bernardo
- 66 -
Firat, A. Fuat Fischer, Eileen Friend, Lorraine Fyrberg-Yngfalk, Anna
39 43, 54, 59 42 46
Kjeldgaard, Dannie Kozinets, Robert Kristensen, Dorthe
12, 20, 21 59 20
-GGalalae, Cristina 39 Ger, Guliz 8 Giesler, Markus 54, 55 Gilly, Mary 44 Grant, Annetta 31 62 Green, Andrew Grifn, Christine 46 Guillard, Valrie 24 -HHackley, Amy Rungpaka Hackley, Chris Han, Jung min Harmeling, Colleen Harrison, Robert Healy, Michael Henry, Paul Herbert, Maud Hietanen, Joel Hogg, Margaret Hong, Soonkwan Huff, Aimee Humphreys, Ashlee Hyseni, Hajra -JJenkins, Becky Johnsen, Rasmus Joseph, Miranda -KKang, Jikyeong Karababa, Eminegl Kaufmann, David Keeling, Debbie Kietzmann, Jan Kiri, Sushma
Index
-LLevy, Sidney 10 Li, Eric 45 Lin, Meng-Hsein (Jenny) 40 Lindley, Julian K 62 45 Lindrige, Andrew Littleeld, Jon 7 12 Liu, Chihling Lusch, Robert 15 Luu, Lana 35 -MMaciel, Andr Maclaran, Pauline Manchanda, Rajesh Marinelli, Kevin Martin, Diane McAlexander, James Mish, Jenny Moisio, Risto Molesworth, Mike Murray, Jeff -NNariswari, Angeline Narsey, Vanisha Nique, Walter -OOtnes, Cele Ourahmoune, Nacima za Flar-Toulouse, Nil -PPace, Stefano Parmentier, Marie-Agns Pealoza, Lisa Pendarvis, Nicholas Phipps, Marcus
- 67 5/29/13 11:01 PM
46 46, 60 13 38 44 51 18 36 10 12, 64 37 37 54 62 23 10 50 39 8, 21 59 12, 13 62 62
56, 61 9, 59 16 58 26, 31 9, 26 29 33 23 36 15 47 57 9 39 36 46 43 56, 57 57 18
Piacentini, Maria Pinchera, Valeria Pinot, Florence Polson, Tabi Price, Linda Prpic, Jan Puetz, Kyle
16 40 28, 29 13 22 62 51 62 40 61 41 14, 59 59 50 40 13 36 38 24 26, 47 42 15, 26, 33, 61 26, 31 48, 49, 59 10 11 31 50 41 43 59 62 54 46 20 34 45 36 47
Sredl, Katherine St-James, Yannick Strandby, Kira Suarez, Maribel Szmigin, Isabelle
43, 64 52 25 19, 25 46 42 44 7, 20 65 10 11 34 15, 61 48, 62, 63 22, 48 54, 55 37, 39 45 56 39, 58, 60, 64 32 23 27 37 7, 8 35 35 33
-RReed, Nicholas B. Rinallo, Diego Rindeisch, Aric Robinson, Brett Robles, Brbara Rojas Gaviria, Pilar Romero, Andrea Rook, Dennis Roper, Stuart Rose, Alexander Rossi, Carlos Roux, Dominique Russell, Cristel -SScarabato, Daiane Schau, Hope Jensen Schouten, John Schroeder, Jonathan Schwob, Alexandre Scott, Rebecca Seregina, Anastasia Serido, Joyce Sethi, Hana Shankar, Avi Sherry, John Shulka, Prashant Siebert, Anton Skln, Per Smidt, Aja Smith, Andrew Smith, Anne Smith, Sandra D. Sobh, Rana
-TThierry, Ebony de Thomas, Kevin Thompson, Craig Thyroff, Anastasia Toyoki, Sammy -UUncles, Mark -VVist, Terhi Vargo, Stephen L. Veer, Ekant Venkatesh, Alladi Veresiu, Ela Vicdan, Handan Visconti, Luca M. -WWallendorf, Melanie Walter, Carla Wang, Hao Watkins, Rebecca Weinberger, Michelle Wilner, Sarah Witkowski, Terrence Witmer, Megan Woermann, Niklas Wolf, Marco
-ZZaviska, Jane 55 Zhao, Xin 49
Index
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S P e C I a L T hanK s
International Communications: Ekant Veer, Canterbury University Poster Track Co-chairs: Tonya Williams Bradford, University of Notre Dame and Amber Epp, University of Wisconsin, Madison Alternative Modes Track Co-chairs: Mary Louise Caldwell and Paul Henry, University of Sydney Poetry Track Chairs: John Schouten, Aalto University and John Sherry, University of Notre Dame Outreach Committee: Daniel Cook, Rutgers University, Bernard Cova, Euromed, Marseille, Silvia Gonzalez, ITESM- Monterrey, Miranda Joseph, University of Arizona, Hans Kjellberg, Stockholm School of Economics, Robert Lusch, University of Arizona, Pauline Maclaran, University of London, Royal Holloway, Julie Ozanne, Virginia Tech, Aric Rindeish, University of Illinois, Barbara Robles, US Federal Reserve Board, Jonathan Schroeder, Rochester Institute of Technology, Alladi Venkatesh, University of California, Irvine, Melanie Wallendorf, University of Arizona Program Committee: Laurel Anderson, Arizona State University, Domen Bajde, University of Southern Denmark / University of Ljubljana, Slovenia, Michelle Barnhart, Oregon State University, Michael Beverland, Bath University, Janet Borgerson, Rochester Institute of Technology, Stefania Borghini, Bocconi University, Robin Canniford, University of Melbourne, Paul Connell, Cass Business School, City University London, Gokcen Coskuner-Balli, Chapman University, Carolyn Costley, University of Waikato, June Cotte, University of Western Ontario, David Crockett, University of South Carolina,Benet DeBerry-Spence, University of Illinois at Chicago, Susan Dobscha, Bentley University, Giana Eckhardt, Suffolk University, Karen Fernandez, University of Auckland, Eileen Fischer, York University, Markus Giesler, York University, Kent Grayson, Northwestern University, Jung min Han, Manchester Business School, Jay Handelman, Queens University, Deborah Heisley, California State University, Northridge, Margaret Hogg, Lancaster University, Ashlee Humphreys, Northwestern University, Annamma Joy, UBC-Okanagan, Dannie Kjeldgaard, Southern Denmark University, Marius Ludicke, Cass Business School, City University London,Pauline Maclaran, University of London, Royal Holloway, Diane Martin, Aalto University,
Special Thanks
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Risto Moisio, California State University, Long Beach, Thomas OGuinn, University of Wisconsin, Stephanie ODonohoe, Edinburgh University, Per Ostergaard, University of Southern Denmark, Jacob Ostberg, Stockholm University, Cele Otnes, University of Illinois, Marie-Agnes Paramentier, HEC Montral, Marcus Phipps, University of Melbourne, Dennis Rook, University of Southern California, Cristel Russell, American University, Ozlem Sandikci, Bilkent University, Hope Schau, University of Arizona, Avi Shankar, Bath University, Lorna Stevens, University of Ulster, Tandy Chalmers Thomas, Queens University, Craig Thompson, University of Wisconsin, Linda Tuncay, Loyola University, Chicago, Luca M. Visconti, ESCP Europe, Michelle Weinberger, Northwestern University, Terrence Witkowski, California State University Long Beach, Helen Woodruffe-Burton, Newcastle Business School, Northumbria University.
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W E L C OME T O T HE 2013 CCT C ONF E RE N C E

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Plenary Session - Professor Carlos G. Vlez-Ibez

2. Practice Theory and Value Eric Arnould, University of Bath, UK*

Poster Session Reception

2. Photostreaming as representations of research Ekant Veer, University of Canterbury, New Zealand*

Lunch Special Guest Speaker - Lawrence Glickman

Sunset Poetry Readings

2. The Buying Process of Makers Andr Maciel, University of Arizona, USA*

Awards Brunch, Conference and Workshop Debriengs, Looking ahead to Finland!

Optional Off-Site Events

Firat, A. Fuat Fischer, Eileen Friend, Lorraine Fyrberg-Yngfalk, Anna

Kjeldgaard, Dannie Kozinets, Robert Kristensen, Dorthe

46 46, 60 13 38 44 51 18 36 10 12, 64 37 37 54 62 23 10 50 39 8, 21 59 12, 13 62 62

56, 61 9, 59 16 58 26, 31 9, 26 29 33 23 36 15 47 57 9 39 36 46 43 56, 57 57 18

16 40 28, 29 13 22 62 51 62 40 61 41 14, 59 59 50 40 13 36 38 24 26, 47 42 15, 26, 33, 61 26, 31 48, 49, 59 10 11 31 50 41 43 59 62 54 46 20 34 45 36 47

-ZZaviska, Jane 55 Zhao, Xin 49

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