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Consumers' Controversies about Consumption A Preliminary Model

机译:消费者关于消费的争议的初步模型

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This article introduces a preliminary model that conceptualizes the drivers, expressions, and consequences of consumers' controversies about the limits of legitimate consumption within a social context. Drawing on qualitative data on the North American conflict over the cultural legitimacy of the Hummer brand of vehicles, the study documents that -contrary to the prevailing consumer-producer centric model - market-mediated social conflicts also emerge as immediate, interpersonal social practices through which consumers contest each other's consumption choices, ideologies, and behaviors. The study reveals that consumer controversies often begin with violations of social expectations, manifest in vigilant justice, insult, discredit, ridicule, and instruction practices, and serve consumers to preserve, promote, and defend the consumption-related meanings, practices, objects, and identities that they consider sacrosanct for themselves and their social peers. The study suggests that consumer controversies affect consumer culture, identity projects, and marketing practices in important ways previously unrecognized by theories of consumer emancipation and resistance.
机译:本文介绍了一个初步模型,该模型概念化了在社会背景下消费者对合法消费范围的争论的驱动力,表达方式和后果。该研究文件利用关于悍马品牌汽车在文化上的合法性的北美冲突的定性数据,研究文件表明,与现行的以消费者生产者为中心的模型相反,以市场为中介的社会冲突也作为直接的人际社会实践而出现。消费者相互竞争对方的消费选择,意识形态和行为。该研究表明,消费者之争通常始于对社会期望的侵犯,表现为警惕的正义,侮辱,抹黑,嘲笑和指导做法,并为消费者维护,促进和捍卫与消费有关的含义,做法,客体和他们认为自己和社交伙伴神圣不可侵犯的身份。该研究表明,消费者争议以重要的方式影响着消费者文化,身份项目和营销实践,而消费者解放和抵抗的理论是以前无法理解的。

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