consumer culture theory...

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The Future Is LoadingJuly 17 - 19, 2019Montreal, CanadaJohn Molson School of Business, Concordia University

Consumer Culture TheoryConference

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Table of Contents

Message from the Co-Chairs 3Letter from the President 4Organizing Team 6Program Committee 7Reviewers 9Sponsors 11Special Thanks 12Program 13Schedule at a Glance 14Campus Map 18Wireless Network Access 20Art Gallery 22Session Details 23Poster Session 64Notes 70

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A Message from the Co-Chairs

Welcome! Bienvenue!

As Co-Chairs of the CCT 2019 Conference, we would like to enthusiasti-cally welcome you to Montréal and began a conversation about envisioning the future of the CCT Consortium. As it is expanding and building a culture and capacity, we ask participants to imagine the future of our institution, emergent inquiries and contexts, and new fruitful paths for contributions. The CCT 2019 Conference aims thus to provoke a renewed sense of ur-gency, passion and interest for furthering consumer research that matters, fascinates, and challenges current theories and established notions.

With this conference, we hoped to provide different opportunities for peo-ple to voice their ideas and provide spaces to brainstorm. We have forums that are both traditional (e.g.: Competitive Papers and Special Sessions), and alternative (e.g.: Art and Poetry). We hope this conference will serve as a moment of agenda setting and inspiration for our future generation of scholars. We also experimented with the format, with an eye for the future of conferences: shorter but denser, affordable, and inclusive.

We have enjoyed working together on this conference, and putting togeth-er this program. We hope you also find it inspiring, stimulating, exciting, and fun.

Zeynep Arsel Marie-Agnès Parmentier

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Letter from the President: Craig J. Thompson

It is my great honor and pleasure to welcome everyone to the 14th annual Consumer Culture Theory Conference. To paraphrase an iconic Grateful Dead lyric, “Lately it occurs to me what a long, (wonderfully) strange trip it’s been.” The 2019 conference theme is, appropriately enough, a challenge to envision the future of CCT and the new theoretical directions upon which our community might embark and the new problems we might seek to redress. This forward-looking theme should invite, not only a view toward new horizons, but also a reflection (both appreciative and critical) on the rich intellectual legacy that we have collectively created over these many amazing years.

This conference, and its genealogy, has a special meaning for me because one of its remarkable co-chairs, Zeynep Arsel, completed her doctoral work at the University of Wisconsin-Madison, where I had the opportunity to be her mentor and dissertation advisor. I mention this particular quirk of history because the CCT conference is an intergenerational affair. As a research community, we are exceptionally fortunate that many of the path breaking scholars, who first led the charge to expand consumer research’s paradigmatic boundaries, remain active and innovative contributors. We have a second generation of CCT researchers who followed in the wake of these trailblazers and broke new theoretical ground in our own right. And now, our community is being re-energized by a talented and intellectually diverse third-wave cohort, many of whom are now mentoring a 4th genera-tion of CCT scholars, who themselves are quickly leaving their own distin-guishing marks on our disciplinary discourses.

As someone long fascinated by the history of our field, it is inspiring, moti-vating, and illuminating to reflect on how CCT has been continuously en-riched by the interjection of new theoretical issues, conceptual frameworks, and methodological orientations and the complex cross-linkages forged by each generation of CCT scholars. Looking ahead, our intellectual talent pool has never been deeper and its potential has never been more promising. Whatever new heteroglossic form CCT may take, its future looks bright!

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A great CCT conference awaits us and so let us extend our deepest ap-preciation for the hard work and creative input of our conference chairs— Marie-Agnès Parmentier (another leading light of CCT’s 3rd generation) and Zeynep Arsel. And a big thanks to this year program’s committee and the conference support staff, who play such vital institutional roles in this important communal event. Last but not least, many thanks to Concordia University’s John Molson School of Business who have provided administra-tive support and great facilities for our annual gathering.

In closing, I wish everyone an energizing, rewarding, and enjoyable confer-ence.

Craig Thompson

President, Consumer Culture Theory Consortium

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Organizing Team

Conference Co-chairs

Zeynep Arsel, Concordia University

Marie-Agnès Parmentier, HEC Montréal

Track Chairs

Special Session Track Chairs

Tandy Thomas, Queen’s University

Marius Luedicke, City University of London

Competitive Paper Track Chairs

Michelle Weinberger, Northwestern University

David Crockett, University of South Carolina

Poster Session Track Chairs

Gokcen Coskuner-Balli, Chapman University

Tonya Bradford, University of California-Irvine

Roundtable Track Chairs

Bernardo Figueiredo, RMIT

Daiane Scaraboto, Pontificia Universidad Católica de Chile

Poetry Session Track Chairs

John Schouten, Memorial University of Newfoundland

Hilary Downey, Queen’s University Belfast

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Art Gallery Curators

Anastasia Seregina, Goldsmiths College

Ekant Veer, University of Canterbury

Yannik St-James, HEC Montréal

Program Committee

Amber Epp, University of Wisconsin-Madison

Burçak Ertimur, Fairleigh Dickinson University

Catherine Coleman, TCU

Cele Otnes, University of Illinois at Urbana-Champaign

Craig Thompson, University of Wisconsin-Madison

Cristel Antonia Russell, American University

Eileen Fischer, York University

Ela Veresiu, York University

Elif Izberk-Bilgin, University of Michigan-Dearborn

Guliz Ger, Bilkent University

Gulnur Tumbat, San Francisco State University

Jenna Drenten, Loyola University Chicago

Joonas Rokka, EMLYON Business School

Julien Cayla, Nanyang Business School

Katherine Sredl, Loyola University Chicago

Kevin D. Thomas, Marquette University

Linda Tuncay Zayer, Loyola University Chicago

Lisa Peñaloza, Kedge Business School

Markus Giesler, York University

Meltem Ture, SKEMA Business School

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Michelle Barnhart, Oregon State University

Nil Ozcaglar-Toulouse, University of Lille Nord de France

Olga Kravets, Royal Holloway, University of London

Pauline Maclaran, Royal Holloway, University of London

Pierre-Yann Dolbec, Concordia University

Rob Kozinets, University of Southern California

Robin Canniford, University of Melbourne

Rodrigo Castilhos, RMIT

Shona Bettany, Liverpool John Moores University

© Christian Fleury

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Reviewers

Ahir Gopaldas Ela Veresiu Marian Makkar

Ahmed Benmecheddal Elif Izberk-Bilgin Maribel Suarez

Aimee Huff Elizabeth Parsons Mariella Zavala

Akon Ekpo Eminegül Karababa Mario Campana

Alain Debenedetti Emma Banister Marius Luedicke

Alan Malter Emma Samsioe Markus Giesler

Alev Kuruoglu Eric Arnould Marlon Dalmoro

Alexander Rose Eric Li Mary Ann Mcgrath

Amanda Earley Eva Kipnis Mary Gilly

Amber Epp Fabian Faurholt Csaba Marylouise Caldwell

Anu Valtonen Fabienne Berger-Remy Matt Hawkins

Ana Babić Rosario Finola Kerrigan Matteo Corciolani

Anastasia Thyroff Fleura Bardhi Matthias Bode

Andre Maciel Fuat Firat Maud Herbert

Andrea Prothero Giana Eckhardt Melea Press

Andrew Smith Gry Høngsmark Knudsen Meltem Türe

Angeline Nariswari Guliz Ger Michael Beverland

Anil Isisag Gulnur Tumbat Michael Lee

Anissa Pomies Halil Pak Michelle Barnhart

Ankita Kumar Handan Vicdan Mikkel Nøjgaard

Anna Schneider-Kamp Hedon Blakaj Mikko Laamanen

Annamma Joy Henri Weijo Myriam Brouard

Annetta Grant Hilary Downey Nacima Ourahmoune

Anton Siebert Hope Schau Natalie Mitchell

Aron Darmody Hounaida El Jurdi Nazli Alimen

Ashlee Humphreys ‘Ilaisaane Fifita Nil Özcaglar-Toulouse

Athanasia Daskalopoulou Ingeborg Kleppe Olga Kravets

Avi Shankar Jan Brace-Govan Ozlem Sandikci

Aya Aboelenien Jannek K. Sommer Paul Barretta

Benedetta Cappellini Jeff Podoshen Paul Henry

Benet Deberry-Spence Jenna Drenten Paul Hewer

Benjamin Hartmann Jo Scholz Pauline Maclaran

Bernardo Figueiredo Joel Hietanen Philippe Mérigot

Beth Dufault John Schouten Pierre-Yann Dolbec

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Brandon McAlexander John Sherry Jr Pilar Rojas Gaviria

Burcak Ertimur Jonathan Schroeder Rebecca Scott

Carlos Diaz Ruiz Joonas Rokka Renata A. Barboza

Carolyn Curasi Julie Emontspool Richard Kedzior

Carys Egan-Wyer Julien Cayla Risto Moisio

Catherine Coleman Justin Angle Robert Harrison

Cecilia Ruvalcaba Kai Uwe Hellmann Robert Kozinets

Cele Otnes Karen Fernandez Robin Canniford

Chihling Liu Katherine Duffy Rodrigo Castilhos

Chris Hackley Katherine Sredl Samantha Cross

Christina Goulding Kathy Hamilton Samuelson Appau

Craig Thompson Katja Brunk Shona Bettany

Cristel Russell Kent Drummond Sofia Ulver

Cristiano Smaniotto Kevin Thomas Sonja Kralj

Cristina Longo Kent Grayson Soonkwan Hong

Daiane Scaraboto Laetitia Mimoun Soren Askegaard

Daniel Dietrich Lauren Gurrieri Stefania Borghini

Daniele Dalli Lauren Louie Stephanie O'Donohoe

Dannie Kjeldgaard Laurent Busca Steven Chen

David Crockett Laurie Meamber Susan Dobscha

David Wooten Leticia Casotti Tim Hill

Dee Duffy Linda Tuncay Zayer Toni Eagar

Delphine Dion Lionel Sitz Veronique Cova

Deniz Atik Lisa Peñaloza Wendy Hein

Diane Martin Luca Visconti William Fritz

Diego Rinallo Luciana Walther Wolfgang Kotowski

Domen Bajde Lydia Ottlewski Xin Zhao

Zahra Sharifonnasabi Marat Bakpayev Zeynep Ozdamar Ertekin

Duygu Akdevelioglu Marc Weinberger Zuzana Chytkova

Eileen Fischer Mariam Beruchashvili

Ekant Veer Mariam Humayun

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Sponsors

We thank the following donors and supporters for their financial, in-kind, and logistic contribution to the conference:

• John Molson School of Business

• Hospitality Concordia

• Concordia University Vice President Research and Graduate Studies (Aid to Research Related Events, Exhibition, Publication and Dissemination Activities Program)

• Concordia University Research Chair in Consumption and Markets

• HEC Montréal- Département du marketing

• HEC Montréal- Chaire de commerce Omer de Serres

• HEC Montréal- Chaire de gestion des arts Carmelle et Rémi Mar-coux

• HEC Montréal- Chaire de commerce électronique (RBC Services financiers)

• Tourisme Montréal

© Christian Fleury

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Special Thanks To:

Easychair and Conference App

Aya Aboelenien, Concordia University

Ghalia Shamayleh, Concordia University

Conference Program

Aya Aboelenien, Concordia University

Ghalia Shamayleh, Concordia University

Katie Malazdrewicz, Concordia University

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Program

Wednesday, July 17th 16:00-20:00 Registration (MB Atrium - 1st floor)18:00-20:00 Opening reception- Grey Nuns Building Thursday, July 18th

7:30-17:00 Registration (MB Atrium - 1st floor)8:00-9:00 Breakfast (MB ABCD + Foyer - 9th floor)9:00-10:15 Session 1 10:15-10:45 Coffee Break (2 Locations: MB 3.130 & MB

ABCD + Foyer - 9th floor)10:45- 12:00 Session 2 12:00-13:30 Lunch (Grey Nuns Building, GN E104)13:45-15:00 Session 3 15:00- 15:30 Coffee Break (2 Locations: MB 3.130 & MB

ABCD + Foyer - 9th floor)15:30-16:45 Session 417:00-19:00 Poster Session, LB Atrium Friday, July 19th 7:30-11:00 Registration (MB Atrium - 1st floor)8:00-9:00 Breakfast (MB ABCD + Foyer - 9th floor)9:00-10:15 Session 510:15-10:45 Coffee Break (2 Locations: MB 3.130 & MB

ABCD + Foyer - 9th floor)10:45- 12:00 Session 612:00-13:00 Lunch (MB Atrium)13:00-14:00 Awards, Announcements, and President’s

Speech (MB 1.210)14:15-15:30 Session 7 15:30-16:00 Coffee Break (2 Locations: MB 3.130 & MB

ABCD + Foyer - 9th floor)16:00-17:15 Session 819:30-22:30 Closing Party (Optional, Ticket Holders)

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Schedule at a Glance

Wednesday July 17th 16:00- 20:00

Registration Location: MB Atrium (1st floor)


CCT PhD Pre-Conference Meetup Location: McKibbins Pub, 1426 Bishop Street


Opening Reception Location: Grey Nuns Building GN E104

Thursday July 18th 7:30- 17:00


Thursday July 18th 8:00-9:00

Breakfast Location: MB ABCD + Foyer (9th floor)


Art Gallery Room: MB EG 9th Floor

Thursday July 18th 09:00 -10:15 Session (1)

1.1 Developing Managerial Contributions from Interpretive Marketing Research Room: MB 3.210

1.2 Materiality in a Digital World Room: MB 3.430

1.3 Influencers Room: MB 3.435

1.4 Relational Consumption Room: MB 3.445


Coffee Break 2 Locations: MB 3.130 & MB ABCD + Foyer (9th floor)


2.1 Marketizing Everything Room: MB 3.430

2.2 New Inquiries into Money, Markets, and Morals Room: MB 3.210

2.3 Enshrining Pooh bears, padlocks, and pe-titions: the things people leave behind Room: MB 3.435

2.4 Sharing and Collaborative Consumption Room: MB 3.445


Lunch Location: Grey Nuns Building GN E104


3.1 Options for a Post-Capitalist Future: Consumer Culture Perspectives on Social Enterprise and Community Renewal Room: MB 3.210

3.2 Fitness Culture(s) Room: MB 3.430

3.3 Robots, AI, AR and the Future Room: MB 3.435

3.4 Migrant Con-sumers Room: MB 3.445




4.1 Sensing and Representing in Qualitative Consumer Research Room: MB F (9th Floor)

4.2 The Many Sides of Mobility: How Mobile Lifestyles Impact Consumption and Brands Room: MB 3.210

4.3 Rituals in a Time of Change: Macro-level Issues and the Future of Ritual Performance Room: MB 3.435

4.4 Communities Interrupted Room: MB 3.445


Poster Session Location: J. W. McConnell Building, LB Atrium – ABCD

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Schedule at a Glance




CCT PhD Pre-Conference Meetup Location: McKibbins Pub, 1426 Bishop Street


Opening Reception Location: Grey Nuns Building GN E104







Thursday July 18th 09:00 -10:15 Session (1)

1.1 Developing Managerial Contributions from Interpretive Marketing Research Room: MB 3.210

1.2 Materiality in a Digital World Room: MB 3.430

1.3 Influencers Room: MB 3.435

1.4 Relational Consumption Room: MB 3.445




2.1 Marketizing Everything Room: MB 3.430

2.2 New Inquiries into Money, Markets, and Morals Room: MB 3.210

2.3 Enshrining Pooh bears, padlocks, and pe-titions: the things people leave behind Room: MB 3.435

2.4 Sharing and Collaborative Consumption Room: MB 3.445


Lunch Location: Grey Nuns Building GN E104


3.1 Options for a Post-Capitalist Future: Consumer Culture Perspectives on Social Enterprise and Community Renewal Room: MB 3.210

3.2 Fitness Culture(s) Room: MB 3.430

3.3 Robots, AI, AR and the Future Room: MB 3.435

3.4 Migrant Con-sumers Room: MB 3.445




4.1 Sensing and Representing in Qualitative Consumer Research Room: MB F (9th Floor)

4.2 The Many Sides of Mobility: How Mobile Lifestyles Impact Consumption and Brands Room: MB 3.210

4.3 Rituals in a Time of Change: Macro-level Issues and the Future of Ritual Performance Room: MB 3.435

4.4 Communities Interrupted Room: MB 3.445


Poster Session Location: J. W. McConnell Building, LB Atrium – ABCD

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Schedule at a Glance (Continued)

Friday July 19th 7:30-12:00





5.1 Practice Fragility: Examining Practice Interruptions Room: MB 3.210

5.2 Tactics of Circumvention: How to Evade CCT’s Dop-pelgänger Brand Images as an Emerging Scholar Room: MB F (9th floor)

5.3 Past and Trajecto-ries Room: MB 3.435

5.4 Utopias and Dystopias Room: MB 3.445

Friday July 19th 9:00- 17:00





6.1 Everyday We Write The Book: The Pleasures, Perils, and Possibilities of Writing CCT-Based Books Room: MB F (9th floor)

6.2 Reclaiming and Re-inquiring About Concepts Room: MB 3.210

6.3 Tempering the Promise with the Perils of AI and Omnipresent Metrification Room: MB 3.430

6.4 Spaces Room: MB 3.435


Lunch Location: MB Atrium


Awards, Announcements and Presidential Address Location: MB 1.210


7.1 Whither Poetic Inquiry? CCT & Beyond Room: MB F (9th Floor)

7.2 Commodified Traumas, Future Narratives and Reconstructed Selves Room: MB 3.210

7.3 Digital and Material Room: MB 3.435

7.4 Advertising and Cultural Industry Room: MB 3.445




8.1 Poetry Session Room: MB EG (9th floor)

8.2 Politics and Consumption Room: MB 3.210

8.3 Markets Room: MB 3.435

8.4 Body, Perfor-mativity, and Limits Room: MB 3.445


Closing Party (with dinner) Location: SCENA Quai Jacques-Cartier

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Schedule at a Glance (Continued)






5.1 Practice Fragility: Examining Practice Interruptions Room: MB 3.210

5.2 Tactics of Circumvention: How to Evade CCT’s Dop-pelgänger Brand Images as an Emerging Scholar Room: MB F (9th floor)

5.3 Past and Trajecto-ries Room: MB 3.435

5.4 Utopias and Dystopias Room: MB 3.445






6.1 Everyday We Write The Book: The Pleasures, Perils, and Possibilities of Writing CCT-Based Books Room: MB F (9th floor)

6.2 Reclaiming and Re-inquiring About Concepts Room: MB 3.210

6.3 Tempering the Promise with the Perils of AI and Omnipresent Metrification Room: MB 3.430

6.4 Spaces Room: MB 3.435


Lunch Location: MB Atrium


Awards, Announcements and Presidential Address Location: MB 1.210


7.1 Whither Poetic Inquiry? CCT & Beyond Room: MB F (9th Floor)

7.2 Commodified Traumas, Future Narratives and Reconstructed Selves Room: MB 3.210

7.3 Digital and Material Room: MB 3.435

7.4 Advertising and Cultural Industry Room: MB 3.445




8.1 Poetry Session Room: MB EG (9th floor)

8.2 Politics and Consumption Room: MB 3.210

8.3 Markets Room: MB 3.435

8.4 Body, Perfor-mativity, and Limits Room: MB 3.445


Closing Party (with dinner) Location: SCENA Quai Jacques-Cartier

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Pavillon des Sœurs-Grises / Grey Nuns Building1190, Guy Résidences étudiantes de Concordia / Concordia student residence1185, St-Mathieu CPE Concordia / Concordia Daycare

1211-1215, St-Mathieu

Pavillon du Faubourg Sainte-Catherine / Faubourg Sainte-Catherine Building 1610, Sainte-Catherine O. Salles de classe / Classrooms

Pavillon John-Molson / John Molson Building1450, Guy École de gestion John-Molson / John Molson School of Business

Pavillon Toronto-Dominion / Toronto-Dominion Building1410, Guy

Pavillon Guy-De Maisonneuve / Guy-De Maisonneuve Building 1550, De Maisonneuve O.

Pavillon du Faubourg / Faubourg Building 1250, Guy1600, Sainte-Catherine O. Centre de l’éducation permanente / Centre for Continuing Education

Pavillon intégré Génie, informatique et arts visuels / Engineering, Computer Science and Visual Arts Integrated Complex1515, Sainte-Catherine O. Le Gym Galerie FOFA / FOFA Gallery

Pavillon Henry-F.-Hall / Henry F. Hall Building1455, De Maisonneuve O. Théâtre D.-B.-Clarke / D. B. Clarke Theatre Amphithéâtre des diplômés / Alumni Auditorium

2150, Bishop

Pavillon J.-W.-McConnell / J.W. McConnell Building1400, De Maisonneuve O. Centre de services aux étudiants Birks / Birks Student Service Centre Galerie Leonard-et-Bina-Ellen / Leonard and Bina Ellen Art Gallery Cinéma J.-A.-DeSève / J.A. DeSève Cinema Bibliothèque R.-Howard-Webster / R. Howard Webster Library

2135, Mackay

Pavillon Montefiore / Montefiore Building1195, Guy

2170, Bishop

2020, Mackay

2100, Mackay

2010, Mackay

2050, Mackay

2040, Mackay

2145, Mackay

Pavillon Samuel-Bronfman / Samuel Bronfman Building1590, Docteur-Penfield

2030, Mackay

2110, Mackay

Pavillon des arts visuels / Visual Arts Building1395, René-Lévesque O. Galerie VAV / VAV Gallery

2080, Mackay

2090, Mackay

2160, Bishop

2149, Mackay

1665, Sainte-Catherine O.

2140, Bishop

2070, Mackay

2130, Bishop

CAMPUS SIR-GEORGE-WILLIAMS CAMPUS

c o n c o r d i a . c ac o n c o r d i a . c a

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Pavillon des Sœurs-Grises / Grey Nuns Building1190, Guy Résidences étudiantes de Concordia / Concordia student residence1185, St-Mathieu CPE Concordia / Concordia Daycare

1211-1215, St-Mathieu

Pavillon du Faubourg Sainte-Catherine / Faubourg Sainte-Catherine Building 1610, Sainte-Catherine O. Salles de classe / Classrooms

Pavillon John-Molson / John Molson Building1450, Guy École de gestion John-Molson / John Molson School of Business

Pavillon Toronto-Dominion / Toronto-Dominion Building1410, Guy

Pavillon Guy-De Maisonneuve / Guy-De Maisonneuve Building 1550, De Maisonneuve O.

Pavillon du Faubourg / Faubourg Building 1250, Guy1600, Sainte-Catherine O. Centre de l’éducation permanente / Centre for Continuing Education

Pavillon intégré Génie, informatique et arts visuels / Engineering, Computer Science and Visual Arts Integrated Complex1515, Sainte-Catherine O. Le Gym Galerie FOFA / FOFA Gallery

Pavillon Henry-F.-Hall / Henry F. Hall Building1455, De Maisonneuve O. Théâtre D.-B.-Clarke / D. B. Clarke Theatre Amphithéâtre des diplômés / Alumni Auditorium

2150, Bishop

Pavillon J.-W.-McConnell / J.W. McConnell Building1400, De Maisonneuve O. Centre de services aux étudiants Birks / Birks Student Service Centre Galerie Leonard-et-Bina-Ellen / Leonard and Bina Ellen Art Gallery Cinéma J.-A.-DeSève / J.A. DeSève Cinema Bibliothèque R.-Howard-Webster / R. Howard Webster Library

2135, Mackay

Pavillon Montefiore / Montefiore Building1195, Guy

2170, Bishop

2020, Mackay

2100, Mackay

2010, Mackay

2050, Mackay

2040, Mackay

2145, Mackay

Pavillon Samuel-Bronfman / Samuel Bronfman Building1590, Docteur-Penfield

2030, Mackay

2110, Mackay

Pavillon des arts visuels / Visual Arts Building1395, René-Lévesque O. Galerie VAV / VAV Gallery

2080, Mackay

2090, Mackay

2160, Bishop

2149, Mackay

1665, Sainte-Catherine O.

2140, Bishop

2070, Mackay

2130, Bishop


c o n c o r d i a . c ac o n c o r d i a . c a


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Connecting to the ConcordiaGuest wireless network

1. From your device’s list of available wireless networks, select ConcordiaGuest

2. Enter your wireless access code, including the wac prefix. Click Continue to self-registration.

Network: ConcordiaGuest Access code: WAC-CCulture19

Note: If you are not prompted to enter your wireless access code, open a web browser.

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3. On the self-registration form enter your full name, phone number, and email address. Confirm acceptance of the terms of use then click Register.

4. Your self-registration receipt will be displayed. Click Log In to connect to the ConcordiaGuest wireless network.

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Art Gallery

Art gallery is open to visitors throughout the conference

Second Wave Black Metal: Consuming the Heretical Jeffrey Podoshen, Franklin and Marshall College

Dearly Departed: Objectification and Personification in Women’s Erotic Consumption Luciana Walther, Universidade Federal de São João del-Rei Francisco Alessandri Gonçalves de Andrade, Universidade Federal de São João del-Rei

An Inconvenient Future: Clothing Consumption by the Elderly and Self-identity of the Young Women Daniela Ferreira, Federal University of Rio de Janeiro

Imagined Worlds: An Investigation of Brand Visual Aesthetics and Regional Diaspora Experience. Mark Buschgens, RMIT

Maybe She’s Born with It? Maybe It’s Oestrogen? Shona Bettany, Liverpool John Moores University

© Concordia University

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Thursday 18th July 2019, 9-10:15

1.1 Developing Managerial Contributions from Interpretive Mar-keting Research (Special Session)

Room 3. 210

Interpretive research pushes theoretical ideas, creates thought leadership and powerfully contributes to the development of consumer research and marketing scholarship as evidenced by its outsized impact on the field. Through the lens of three interpretive studies targeted to or in the review process at the Journal of Marketing, we will share our experiences and learnings for how to frame research questions and re-think theoretical insights to develop practitioner-relevant insights.

Session Chair Cristel Antonia Russell, Kogod School of Business, American University

Session Discussant Chris Moorman, Duke University

The Role of the Market in Building a Caring Economy Katharina C. Husemann, Royal Holloway, University of London Giana M. Eckhardt, Royal Holloway, University of London

Crafting Customer Experience in Contexts of Logic Multiplicity: Lessons from the Field of Luxury Jean-Baptiste Welté, University of Paris and Director at Méthos Julien Cayla, Nanyang Business School Eileen Fischer, Schulich School of Business, York University

Managerial Strategies For Reclaiming Their Authoritative Voice in A Poly-semic Brand World: The Brand Backstory Cristel Antonia Russell, Kogod School of Business, American University Hope Schau, Eller School of Management, University of Arizona

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1.2 Materiality in a Digital World (Special Session)

Room 3.430

Scholars have begun to examine our relations to digital objects as well as how, in return, our relation to the material world is changing. This session aims to re-evaluate our conceptualization of digital materiality, and illumi-nate how digital materiality shapes possession practices. We re-examine questions such as: How do consumers value materiality and technology in the digital era? How are digital consumption practices (re)shaping foun-dational consumer behaviour notions of possession and temporality of technologies? We leverage three disparate theoretical perspectives derived from relational materiality and semiotics, and utilize diverse research con-texts: analog technology consumption, digital consumers, and older (50+) consumers.

Session Co-chairs Varala Maraj, Cass Business School, City University London Fleura Bardhi, Cass Business School, City University London

Session Discussant Linda L. Price, Lundquist College of Business, University of Oregon The Value of Materiality in the Digital Era Varala Maraj, Cass Business School, City University London Fleura Bardhi, Cass Business School, City University London Caroline Wiertz, Cass Business School, City University London Possessing Digital Objects: Affordances and Agency in Possession Rebecca Mardon, Cardiff Business School, Cardiff University Janice Denegri-Knott, Bournemouth Media School, Bournemouth University Mike Molesworth, Henley Business School, University of Reading “Let Me Write That Down”: Material Speed and Older Consumer Tech-nology Adoption Pao Franco, The University of Melbourne Marcus Phipps, The University of Melbourne Robin Canniford, The University of Melbourne Amber Epp, University of Wisconsin-Madison School of Business

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1.3 Influencers (Competitive Session) Room 3.435

Session Chair Annetta Grant, Bucknell University

What You See Is What You Get – Or Is It? Understanding the Evolving Influencer Marketing Industry Gillian Brooks, University of Oxford Mikolaj Piskorski, IMD

An increasing number of companies pay online influencers on YouTube, Instagram, or Tumblr, to talk or display their products. As the viewers discover the existence of such payments, they question the presumed impartiality of such broadcasters, thereby limiting their influence. Using data from a 15-month ethnographic study of the industry, we identify two types of strategies: one related to the review process, and one related to commu-nity management that allow online influencers to maintain influence despite being paid, and conclude with the implications for the future of marketing.

The Imagination Gap and Beyond: How Consumers Gain Confidence Via Augmented Reality Versus Social Media Influencers Joachim Scholz, Cal Poly, SLO Katherine Duffy, Adam Smith Business School Rachel Gasparini, Optimizely Sam Rackwitz, Oracle

Augmented reality (AR) offers exciting opportunities for interactive mar-keting. However, its actual usefulness for consumers remains little under-stood. We explore AR’s potential through a holistic and consumer-centric analysis of how AR and social media influencers (SMI) differentially facilitate complex consumption projects. Drawing on practice theory and a mar-ket ethnography of makeup consumers, we demonstrate how AR better resolves several core tensions that consumers face while performing their ‘looks’. Whilst we caution marketers to not ignore the lack of materiality in AR experiences, we show how AR helps consumers overcome various constellation-imagination, competence, and autonomy gaps while pursuing their consumption projects.

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The Modulated Body: How Digital Assemblages Channel Desire into Con-trol Marina Henriques Viotto, FGV Maria Carolina Zanette, ESLSCA Business School Eliane Brito, FGV

We look at healthism and its dissemination on social media in order to build an understanding of how performative devices (i.e., digital platforms) enable societies of control and the controlled body. Drawing on the Deleuzian concept of societies of control, we analyzed Instagram accounts from three digital influencers who generate content on healthy living and interviews with 11 female consumers who follow these influencers. We show that online platforms, through their ubiquitous nature, promotion of the unceas-ing repetition of formats and modulated content, and confessional relations between influencers and followers, ultimately encourage the control of lifestyles and body shape.

1.4 Relational Consumption (Competitive Session) Room 3.445

Session Chair Meredith Thomas, Florida State University

Past experiences and the interplay between individual and relational con-suming selves over time Katerina Karanika, University of Exeter Business School Margaret Hogg, Lancaster University Previous research has overlooked how the interplay between different temporal aspects of consumers’ individual and relational selves impacts consumption. A phenomenological study used the lens of consumers’ ego-states to explore how consumers’ experiences are affected by different time-bound views of the self. Our study sheds light on different dynam-ics between consumers’ individual and relational selves over time. These dynamics reflect different ego-states and create various tensions in the context of consumption. For example, tensions between individual and rela-tional selves (past and present) (linked to particular ego-states) stimulated

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different identity conflicts that involved both self-expansion and self-reduc-tion; and different person-thing-person trajectories.

How Adopting New Moralized Consumption Practices Shapes Social and Market Relations

Aya Aboelenien, Concordia University Zeynep Arsel, Concordia University

Moralized consumption is crucial to understand today’s rise of ethical con-sumerism. In this paper, we develop a framework investigating the impact of acquiring new moralized consumption practices. Through interviewing 29 vegans and participating in vegan events, we show a three-stage process through which a person adopts a new moralized consumption practice. Our work demonstrates the social tensions arising from newly adopted moralized consumption between vegans and non-vegans. It also shows the resulting changes in social relations and marketplace practices.

You seem distant? Informal caring for elderly family members and the im-pact on the self Dianne Dean, Sheffield Hallam University

Using a phenomenological study this paper uncovers the notion of emo-tional distance and shows how this transforms the identity of the informal carer and their relationship with the cared for. The stress emanating from the lack of control or support has a detrimental effect on the identify of the informal carer, leading to affect their mental health. This is a crucial issue in society today. A model is presented that illustrates the transition from inde-pendent to informal carer and what products and artifacts can be utilized to either maintain their identity or illustrate the lost of their former identity.

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Thursday 18th July 2019, 10:45-12:00

2.1 Marketizing Everything (Competitive Session) Room 3.430

Session Chair Jean-Sébastien Marcoux, HEC Montréal

Community-Embedded Human Brands and Dysfunctional Community Role Dynamics: A Study of the YouTube Beauty Community

Rebecca Mardon, Cardiff University Hayley Cocker, Lancaster University Kate Daunt, Cardiff University

We introduce the concept of community-embedded human brands: human brands that emerge from, and remain embedded within, existing consump-tion communities. Drawing from a study of the YouTube beauty community, and from interactionist role theory, we document distributed processes of celebrification and commodification that construct YouTube beauty vlog-gers as community-embedded human brands. We explore the impact of community-embedded human brands’ emergence on the community roles occupied by vloggers and the viewers that consume them, revealing that the consequent evolution of viewer-vlogger role dyads produces dysfunctional community role dynamics that threaten community continuity and jeop-ardise community-embedded human brands’ commercial success.

Commoditized Childhood: Making a Living by Sharenting Karin Brondino-Pompeo, ESPM Marina Viotto, FGV-EAESP

Researchers have been investigating how ordinary objects become singu-larized possessions. However, the transformation of social processes into commodities has gone largely unstudied. Parents are exposing childhood moments in social media, which is known as sharenting. Moreover, some parents use sharenting to promote their businesses. Drawing from ANT, we explore how sharing practices transform childhood into a commodity by investigating sharenting-based businesses. After analyzing Instagram posts,

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we found that the commoditization of childhood is achieved through a fine balance of opposite forces within a network of entities and practices. The balance is disturbed every time the business model become too evident.

The ‘Businessization’ of Sacred Spheres: Creating Strategic Family Alliances Through Business Planning Lydia Ottlewski, University of St.Gallen Johanna Gollnhofer, University of St.Gallen John Schouten, Memorial University of Newfoundland

This paper sets out the tourism-in-literature research approach and applies to the intersection between existentialism and tourism. Reviewing select-ed short stories of the 19th Century French writer Guy De Maupassant, themes of existential anxiety, avoidance and authenticity arise in stories involving travel. De Maupassant’s writing shows a sophisticated under-standing of the possibilities of travel to be both cathartic and catastrophic. Highlighted using a novel research method is a more nuanced relationship between existentialism and tourism that complements and extends existing discussion.

2.2 New Inquiries into Money, Markets, and Morals (Special Ses-sion)

Room 3.210

Money is an integral element of modernity. However, it has rarely been the explicit object of theorization in CCT research. In this literature, money instead tends to appear as a tool that consumers use to enact social po-sitions, manage family cohesiveness and wealth, and provision for their households. This session seeks to expand understanding of the relationship between consumers and money by examining three emergent, substantive marketplace phenomena that are grounded in a moralized use of monetary resources and differentiated social relations.

Session Co-chairs Andre F. Maciel, Assistant Professor, University of Nebraska–Lincoln Michelle F. Weinberger, Associate Professor, Northwestern University

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Session Discussant Tonya W. Bradford, Assistant Professor, University of California–Irvine

Moral Multiplicity, Moral Policing, and Market Growth: A Tale of Two Mar-kets

Kristin Bentsen, PhD Research Fellow, University of South-Eastern Norway Eileen Fischer, Schulich School of Business, York University

The Path to Financial Peace: Understanding Cultural Meanings within the Anti-Consumer Debt Subculture Nicholas J. Pendarvis, Assistant Professor, California State University, Los Angeles Mitchel R. Murdock, Assistant Professor, Utah Valley University Shikha Upadhyaya, Assistant Professor, California State University

The Logic and Practices of Consumers Who Fund Businesses: A Study of Crowdfunding Andre F. Maciel, Assistant Professor, University of Nebraska–Lincoln Michelle F. Weinberger, Associate Professor, Northwestern University

2.3 Enshrining Pooh bears, padlocks, and petitions: the things peo-ple leave behind (Special Session)

Room 3.435

This special session presents a discussion of the theorisation of enshrine-ment, the activity of making shrines, an important but hitherto neglected area in consumer culture theory research. It takes a material perspective, emphasising the things people leave behind in the process of enshrinement. In doing so it develops three new conceptual lenses: tangible communitas, material attrition as remembrance, and the mythomoteur.

Session Chair Shona Bettany, Liverpool Business School

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Session discussant John Sherry, University of Notre Dame

Tangible Communitas through Pilgrimage Consumption Leighanne Higgins, Lancaster University Management School Kathy Hamilton, Strathclyde Business School, Department of Marketing

Enshrining Pooh bear’s corner: remembering child, family and nation tra-versing the Clyde Mountain Shona Bettany, Liverpool Business School Toni Eagar, Australian National University

When Romance Destroys: Tourists’ Lovelock practices and the Bridges of Paris Jean-Nöel Patrick L’Espoir DeCosta, Australian National University Toni Eagar, Australian National University Xinyue Zhang, Australian National University

2.4 Sharing and Collaborative Consumption (Competitive Session) Room 3.445

Session Chair Gary Gebhardt, HEC Montréal

Consumer Journeys in Collaborative Consumption Networks Bernardo Figueiredo, RMIT Ahir Gopaldas, Fordham University Daiane Scaraboto, Pontificia Universidad Catolica de Chile

In this article, we explore the nature of consumer journeys in collabora-tive consumption networks. We identify four levels at which such journeys operate (lived, curated, generic, archetypal) and three processes by which these journeys emerge (journey transvaluation, individual alignment, encul-turation). We conclude with contributions to the literature on consumer journeys.

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Consumers’ Romanticized Performances as Open Secrets in Home-sharing Markets Russell Belk, York University Marian Makkar, RMIT University

Consumer research has yet to explore how sharing is romanticized in markets that are fraught with tensions and ideological struggles. Drawing on Romanticism, we use netno-ethnographic methods to theorize consumers’ romanticized sharing processes in the home-sharing network, Airbnb. We discover that hosts and guests pursue a moral script that fuses Romanticism and Rationalism. This leads to paradoxes and tensions. Consumers jointly perform romantic practices and rehearse resistance narratives that disguise their ideological struggles. The commodified practice of home sharing is an open secret that is known but not easily articulated, since this would punc-ture make-believe scenarios of true sharing.

Exploring Interpersonal Lending Practices as a Form of Temporarily Dispo-sition of Meaningful Possessions Jamal Abarashi, Waikato Institute of Technology, New Zealand Shelagh Ferguson, Otago University

In this paper, we explore precipitating decisions associated with consumers’ temporary dispossession of their meaningful objects through lending. Al-though literature explains the permanent disposition of meaningful posses-sions, less is known about temporarily disposition of meaningful possessions in social networks of friends and family. This study adopts a multi-method qualitative research approach consisting of two stages, a non-participatory netnography followed by online unstructured interviews. We reveal how shared values which are based on objects other than identity based shared self and reciprocity obligations drive lending decisions and help to select recipients in lending situations.

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Thursday 18th July 2019, 1:45-3:00

3.1 Options for a Post-Capitalist Future: Consumer Culture Per-spectives on Social Enterprise and Community Renewal (Special Session)

Room 3.210

This session presents four studies that begin to reveal the power of social enterprise to catalyze and drive economic, cultural, and environmental renewal in communities devastated by globalization and free-market cap-italism. Set in rural Newfoundland, Athens Greece, semi-rural Brazil, and post-industrial Northern France, these studies establish a basis for bringing social enterprise research into the tent of CCT, and for drawing on CCT perspectives to strengthen social enterprise research. We hope to harness the creative power of CCT, consumer imagination, and markets to help solve wicked problems of environmental degradation, poverty, and social injustice at the community level.

Session Co-chairs Melea Press, Skema Business School John Schouten, Memorial University of Newfoundland

Session Discussant Eric Arnould, Aalto University Social Enterprise and the Regeneration of Place Natalie Slawinski, Memorial University of Newfoundland John Schouten, Memorial University of Newfoundland Wendy Smith, University of Delaware Blair Winsor, Memorial University of Newfoundland Is there Space for Radical Social Enterprise Zafeirenia Brokalaki, University of Leicester

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The Renewal of Arts, Lives, and a Community through Social Enterprise Luciana Walther, Universidade Federal de São João del-Rei John Schouten, Memorial University of Newfoundland

Constructing an Urban Entrepreneurial Ecosystem for Sustainable Resil-ience Isabelle Robert, University of Lille Melea Press, Skema Business School Maud Herbert, University of Lille

3.2 Fitness Culture(s) (Special Session)

Room 3.430 In this special session, we approach fitness cultures through the lens of the emergence of new “norms” and “normals” related to “working out.” We link gym-centered activities to the emergent practices of tracking and opti-mizing the self and the body, through nutrition, technologies, and substanc-es; and we situate these technologies and practices within the individualized, liquid modern societies of the 21st century.

Session Co-chairs Alev Kuruoglu, University of Southern Denmark Dorthe Brogård Kristensen, University of Southern Denmark Beyond Self-Optimization and Ritualistic Risk-Taking: Consumers’ Adoption of CrossFit in an Age of Liquid Fear Craig Thompson, Wisconsin School of Business, University of Wiscon-sin-Madison Anil Isisag, Wisconsin School of Business, University of Wisconsin-Madison “So Long as I Don’t Look Like a Freak or a Bikini Girl”: Normalizing Doping Use in the Danish Gym Alev Kuruoglu, University of Southern Denmark Dorthe Brogård Kristensen, University of Southern

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Self-tracking in Sports: an emic perspective Federico Garcia Baena, Poitiers University, Department of Business Administration

3.3 Robots, AI, AR and the Future (Competitive Session) Room 3.435

Session Chair Varala Maraj, Cass Business School

Charting the Futures of Digital Marketing: The Case of Augmented Reality Marketing Joachim Scholz, Cal Poly, SLO

This presentation hopes to inspire more CCT scholars to chart the futures of digital marketing and research emerging technologies such as artificial intelligence, augmented and virtual reality, autonomous things, big data, chatbots, smart homes, and others. To do so, I first outline the case of aug-mented reality marketing by presenting a literature review, several avenues for future research, and insights on how AR can facilitate marketing strat-egies. Following the spirit of the conference theme, I then briefly reflect on the process of charting this particular ‘future’, in order to inspire similar activities for other emerging technologies that transform digital marketing.

Trust and Risk in Future Robot Services: A Comparative Study of Denmark and Britain Media Representations Caroline Wiertz, Cass Business School Ana Babic Rosario, University of Denver Thomas Robinson, Cass Business School

Drawing on Beck’s sociology of risk, we conduct a comparative study of media representations of robotic services in Denmark and Britain. Our study shows contextual variance in the relationship between robots and the future. Issues of trust and future risks are framed by political and material assemblages within (1) the egalitarian and inclusive welfare state (Danish context) versus within (2) a hierarchical class society (British context). The marketing of robot services must address cultural ques that frame trust and risk issues, since these are central to customer evaluation of quality and relationship commitment.

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Consumers’ Brand Experiences When Using Voice Interfaces Johanna Gollnhofer, University of St.Gallen Daniel Dietrich, University of St. Gallen

Voice interfaces are conquering consumer lifeworlds. They offer new ways to consumers to interact with brands and challenge existing brand manage-ment theories. By drawing on an explorative approach, this paper identifies four different voice experiences that emerge when consumers access brands through voice interfaces (for instance through personal voice assis-tants such as Amazon Alexa): (1) brand camouflage, (2) category salience, (3) brand evocation and (4) brand amplification.

3.4 Migrant Consumer (Competitive Session) Room 3.445

Session Chair Sandra Smith, University of Auckland

Institutional Complexity in Migrant Consumption Sonja Kralj, University of Augsburg Michael Paul, University of Augsburg

Only few research articles have emphasized the institutional structures migrant consumers are embedded in. In most of these articles, institutions act in a uniform way and function jointly in shaping the consumer. Using the theoretical lens of institutional logics, we conduct an ethnographic study of repatriate consumers to show that macro- and meso-level forces, first, may diverge among each other in the messages they communicate and, second, may be inherently heterogeneous and thus diverge within themselves in terms of shaping migrant consumers. This institutional complexity triggers consumer responses, from sustaining an illusion of legitimacy to re-dias-porization.

Migrant Consumers: Insights on Access, Effort and Motivation Samantha Cross, Iowa State University Joseann Knight, University of the West Indies Bailey Wood, Creighton University

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Our research focuses on migrant consumers in developing countries who regularly acquire goods and engage in consumption practices outside of their immediate geographic locale, often traversing long distances to pur-chase the items they need, want and prefer. Authors use a mixed method approach, employing a combination of surveys and interviews, to examine the opportunities, challenges and intricacies of the shopping experience for these global consumers. Early insights reveal the effort consumers expend and the underlying motivations to overcome consumption obstacles stem-ming from geographical constraints, demonstrating the complexities and limitations of consumer access and choice.

Social Anchoring: An alternative understanding of migrant consumers’ experiences Anuja Pradhan Hayley Cocker, Lancaster University Margaret Hogg, Lancaster University

Moving beyond acculturation, we present an alternative understanding of ethnic migrant consumers’ lived experiences by leveraging social anchoring theory, and taking an asset perspective. We identify significant reference points, i.e. social anchors among first-generation middle-class British Indi-an women. Our phenomenological interview data reveals that in addition to providing psycho-social stability, interactions between social anchors influence ethnic migrant consumers’ wellbeing, hybrid identity projects, and temporal imaginings. Additionally, we develop theoretically relevant catego-ries of social anchors – central, peripheral, structuring, and underpinning – based on our empirical findings.


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Thursday 18th July 2019, 3:30-4:45

4.1 Sensing and Representing in Qualitative Consumer Research (Roundtable) Room EFG

The primary purpose of this roundtable is to consider how CCT schol-ars can better investigate consumption as a multisensory phenomenon in which participants’ and researchers’ bodies are gateways to sensory knowl-edge-making (e.g. Falk 1994; Howes 2003; Joy & Sherry 2003; Schau 2000; Valtonen et al. 2010). Secondly, the roundtable unites experts in qualitative methods as well as qualitative representation to discuss how forms of sensory data can be recorded, written, and theorized for publication. The roundtable will be structured in three twenty-five-minute sessions. Each will be steered by experts who will briefly discuss a core proposition to catalyse further discussion.

Organizers Stephanie Anderson, Adam Smith Business School, University of Glasgow Robin Canniford, University of Melbourne Tim Hill, University of Bath Rebecca Scott, Cardiff University

Participants Jack Coffin. University of Manchester David Howes, Concordia University Gretchen Larsen, Durham University Maíra Lopez, Stockholm Business School Stephen Murphy, University of Essex Lisa Penaloza, Kedge Business School Maurice Patterson, University of Limerick Pilar Rojas Gaviria, Pontifica Universidad Catolica De Chile Joonas Rokka, Emlyon Business School Hope Schau, Eller College of Management, University of Arizona Jonathan Schroeder, Rochester Institute of Technology John Sherry, University of Notre Dame Gulnur Tumbat, San Fransisco State University

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Melanie Wallendorf, Eller College of Management, University of Arizona Niklas Woermann, University of Southern Denmark

4.2 The Many Sides of Mobility: How Mobile Lifestyles Impact Consumption and Brands (Special Session)

Room 3.210

Consumer researchers have investigated mobile lifestyles in the forms of migration, nomadism, andexpatriation (Peñaloza 1994; Bardhi, et al. 2012; Thompson and Tambyah 1999). Mobility has been noted as a source of power and status (Bardhi et al. 2012; Figueiredo and Uncles 2015), a rep-resentation of one’s identity (Veresiu 2018), or a response to the demands of the global professional marketplaces (Peñaloza and Arroyo 2010). We examine some new and growing mobile consumer lifestyles, while ask-ing some new research questions. Specifically, we examine the nature of consumption and the strategic appropriation of mobility and ethnicity by brand management under three conditions of mobility: transnationalism, digital nomadism, and traditional nomadism. The session seeks to contribute to the literature on consumer mobility by theorizing and discussing implica-tions of these three forms of mobile lifestyles.

Session chair Zahra Sharifonnasabi, Queen Mary University of London Fleura Bardhi, City University of London

Session discussant Russell W. Belk, Schulich School of Business, York University Consumer Acculturation in Transnationalism Zahra Sharifonnasabi, Queen Mary University of London Fleura Bardhi, City University of London Consumption Intentionality by Digital Nomads Alex Atanasova, Royal Holloway, University of London Giana M. Eckhardt, Royal Holloway, University of London Myth Market Justification: How Racialized Brands Maintain Legitimacy? Ela Veresiu, Schulich School of Business, York University

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4.3 Rituals in a Time of Change: Macro-level Issues and the Future of Ritual Performance (Special Session)

Room 3.435

As we look to the future, consumer rituals continue to be a vibrant area of research, appearing widely in the field’s top journals (e.g., see 30-year review of consumer ritual research by Otnes et al. 2018). Despite the long history of consumer ritual scholarship, gaps still remain in our under-standings of how macro forces have shifted long-standing consumption rituals. In this session, we highlight how macro-level transformations in the marketplace--technological shifts, globalization, and wealth disparities-- are influencing consumer ritual consumption and how, in turn, consumers are adapting to a changing world through enacting rituals.

Session Chair Jenna Drenten, Loyola University Chicago Linda Tuncay Zayer, Loyola University Chicago Understanding the Reflexivity of Brands and Cultural Rituals Cele C. Otnes, University of Illinois at Urbana-Champaign Parental Vulnerability in the Back-to-School Family Marketplace Ritual Katherine C. Sredl, Loyola University Chicago Ruzica Brecic, University of Zagreb Jurica Pavicic, University of Zagreb Digital Transformations in Consumer Rituals Linda Tuncay Zayer, Loyola University Chicago Jenna Drenten, Loyola University Chicago Rituals in Rap: Remaking the Road to Riches Tonya Bradford, University of California Irvine Courtney Jemison, University of California Irvine

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4.4 Communities Interrupted (Competitive Session) Room 3.445

Session Chair Janet Borgerson, DePaul University

A Grounded Theory Exploration of Deviance in Consumer Communities Olivier Sibai, Birkbeck College Kristine de Valck, HEC Marius Luedicke, Cass Business University

This research theorizes deviance in consumer communities. Specifically, it explores which deviant roles community members ascribe to deviant be-haviors. After a two-year blended online-offline ethnography of a UK-based electronic music community, our analysis reveals three negative and three positive deviant roles that consumers ascribe to fellow members’ behaviors based on the type of norm violated and the authenticity, instrumentality, or timeliness of the violation. This study sheds light to the literature on the dark side of consumer communities by theorizing how deviance is orga-nized around deviant roles.

Running fever: the role of social media in shaping extraordinary experience Fernanda Scussel, Federal University of Santa Catarina Maribel Suarez, Federal University of Rio de Janeiro Martin Petroll, Federal University of Santa Catarina

This article explores the role of social media in shaping extraordinary experiences. We have investigated the extraordinary experience of runners participating in a 140km relay marathon in an island in the south of Brazil. Resorting to participant observation, interviews and netnography, we have found that social media is both a facilitator of extraordinary experience and a part of the experience itself. By bringing together virtual and phys-ical worlds, social media extends the notion of extraordinary experience, adding to the individual pursuit and the social interaction a new component, vital to the production of the extraordinary in a technological society: con-nections.

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Friday 19th July 2019, 9-10:15

5.1 Practice Fragility: Examining Practice Interruptions (Special

Session)

Room 3.210

An underlying assumption of practice theories is that practices reproduce and replicate over time, by both a single local production cohort and across multiple production cohorts. Recently, scholars have turned attention to the fragility of practices and the ease with which they can be disrupted during localized enactments. Work on practice disruptions maps how consumers adjust practice elements and performances to repair the practice. This session brings together three papers on practice interruptions: 1) practices interrupted by changes in consumer-brand relationships, 2) practices inter-rupted by a lack of shared understandings regarding the nature or impor-tance of a given practice, and 3) practices interrupted by material agency.

Session Co-chairs Ignacio Luri, University of Arizona

Session Discussant Amber Epp, University of Wisconsin Dynamism and Interruption in Consumer-Brand Relationships Tonya Bradford, University of California Irvine Hope Jensen Schau, University of Arizona Practice Interruptions and Practice Replication Paul Connell, SUNY Stonybrook Hope Jensen Schau, University of Arizona Tandy Thomas, Queens University Energy Consumption and the Role of Material Agency in Practice Interrup-tion Jonathan Bean, University of Arizona

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5.2 Tactics of Circumvention: How to Evade CCT’s Doppelgänger Brand Images as an Emerging Scholar (Roundtable)

Room MB F (9th floor) Even though CCT is much more well-established compared to its earlier days, it continues to be scrutinized by the members of the greater ACR and AMA communities. This scrutiny looms large particularly for emerg-ing scholars seeking to establish their credibility as researchers in doctoral symposiums, job market interviews, campus visits, or during the early years of the tenure track. This roundtable, organized for PhD students and early career researchers, is aimed at discussing our experiences with CCT’s DBIs and focusing on the practical issue of advancing our repertoire of tactics that enable us to fend off denigrating criticisms.

Organizers Anil Isisag, University of Wisconsin-Madison Anuja Pradhan, Lancaster University Gulay Taltekin Guzel, Schulich School of Business, York University Luciana Velloso, Goldsmiths, University of London & York University Lydia Ottlewski, University of St.Gallen Marian Makkar, RMIT University Abigail Nappier Cherup, University of Nebraska-Lincoln Varala Maraj, Cass Business School Lez Trujillo Torres, The University of Illinois at Chicago

Invited Scholars Fleura Bardhi, University of London Markus Giesler, York University Nil Özçağlar-Toulouse, University of Lille 2 and SKEMA Business School

Participants Duygu Akdevelioglu, Rochester Institute of Technology Samuelson Appau, RMIT University Carly Drake, North Central College Christian Eichert, Goldmsmiths, University of London Mariam Humayun, Telfer School of Management, University of Ottawa Brandon McAlexander, University of Arkansas

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Laetitia Mimoun, Cass Business School Sarah Grace, University of Arkansas Iain Denny, Uppsala University Julio Leandro, FGV Adriana Schneider Dallolio, FGV-EAESP Myriam Brouard, HEC Benjamin Rosenthal, EAESP-FGV Marina Viotto, FGV-EAESP Carla Abdalla, FGV-EAESP Pao Franco, University of Melbourne Jonatan Södergren, Stockholm Business School

5.3 Past and Trajectories (Competitive Session) Room 3.435

Session Chair Melanie Wallendorf, University of Arizona

Tourism-in-literature: Existentialism and Travel in Guy De Maupassant’s Short Stories

Brendan Canavan, University of Huddersfield

This paper sets out the tourism-in-literature research approach and applies to the intersection between existentialism and tourism. Reviewing select-ed short stories of the 19th Century French writer Guy De Maupassant, themes of existential anxiety, avoidance and authenticity arise in stories involving travel. De Maupassant’s writing shows a sophisticated under-standing of the possibilities of travel to be both cathartic and catastrophic. Highlighted using a novel research method is a more nuanced relationship between existentialism and tourism that complements and extends existing discussion.

Consuming the Abandoned Past: Discovering, Imagining and Documenting Traces Stephanie Anderson, Adam Smith Business School, University of Glasgow Kathy Hamilton, University of Strathclyde

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Consumer researchers have explored cherished, ancestral and mytholo-gized pasts. We focus on the abandoned past and develop our insights from an ethnography of the urban exploration subculture. Enabled by Ingoldian thinking, we illustrate how consumers assemble a multi-temporal meshwork that involves knotting traces of an abandoned past with traces of the pres-ent. We theorize that this knotting involves three consumer interventions; discovering, imagining and documenting traces. This creates re-eruptions from the past that enable consumers to find that which has been forgot-ten, to make present that which is absent and to make visible that which is invisible.

From “Sick Man” to “Strong Man” of Asia: Consumer Culture and National Identity In China

I Chieh Michelle Yang, Monash University Juliana French, Monash University Christina Lee, Federation University of Australia

This study explores the nexus between consumer culture and national identity in China. The phenomenal development of China’s economy and consumer culture has received considerable scholarly attention in recent years. Using international tourism as the consumption context, this study argues that engaging in international tourism allows Chinese citizens to negotiate their national identity – what it means to be a Chinese in this modern world. Nineteen Chinese citizens were interviewed, field notes and participant observations were also obtained during the data collection. It is revealed international tourism is employed as an avenue to affirm and express their national identity.

5.4 Utopias and Dystopias (Competitive Session) Room 3.445

Session Chair Akon Ekpo, Rutgers University

A Path to a Better World Through Arts-Based Research Ai Ming Chow, University of Melbourne Esi Elliot, Suffolk University

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Meryl Gardner, University of Delaware Lynette Overby, University of Delaware Ana-Thomas Moffett, Washington College Carmina Cavazos, University of Hartford Molly Jensen, University of Arkansas Catherina von Koskull, University of Vaasa

Various art forms are central to expression of cultures, identities and lifestyles among consumers. This paper provides a discussion of Arts-Based Research (ABR), as a method of data collection and dissemination which can complement traditional research methods used in consumer research. Importantly, ABR presents a strategy to address consumers-related issues such as materialism, stigma, sustainability and vulnerability in an engaging and creative manner. The aim is to demonstrate that ABR can provide a unique approach to obtaining new knowledge and finding solutions to a wide range of consumer related issues, in ways that are transformative. ‘The earth is flat, believe me:’ the anatomy of consumption myths and alternative facts Carlos Diaz Ruiz, The University of Auckland

This paper investigates the structure of a consumption myth in which ‘flat Earth’ proponents persuade consumers to believe that the Earth is flat, not round. Data constitute the flat-earthers’ video explanations introducing their beliefs. We use narrative analysis to study the structure of the myth isomorphic to the narrative; hence, finding the myth ‘within’ the account. Results show how flat earthers curate the instructions for how to read their account as the truth, by framing consumer myths as narratives of selective coherence, first appealing to the postmodern incredulity towards authority, second vetting the facts allowed, and third instructing naïve empiricism. Of Algorithms and Mimesis—GAFA, Digital Personalization, and the Future of Digital Marketing Jonathan Bowman, University of Arkansas

Firstly, I contextualize the appeal the critical roots of consumer culture the-ory by showing that the personalization algorithms employed by contem-porary digital marketing pose a grave threat to basic democratic liberties. Secondly, I argue that the first-generation critical theorist conception of

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mimesis offers the best analytic prism through which we can regard per-sonalization algorithms as threats to healthy socialization. Thirdly, I turn to the contemporary quartet of Google, Amazon, Facebook, and Apple as taking on many of the defining features initially associated with the nascent American culture industry of the immediate WWII context that led to the Frankfurt school. © Concordia University

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Friday 19th July 2019, 10:45-12:00

6.1 Everyday We Write the Book: The Pleasures, Perils, and Possi-bilities of Writing CCT-Based Books (Roundtable) Room MB F (9th floor)

For many years, leaders of the CCT movement have called for its members to write more books. And many of us have heeded that call. Now that our books have been published, we gather to discuss the risks, rewards, uncertainties, and political/career implications of writing CCT-based books. Participants, who represent a diversity of age, gender, career stage, and recognizability, offer advice from the school of hard knocks. Please look for a collection of our books at an exhibit table in advance of the roundtable.

Organizers Kent Drummond, University of Wyoming Participants Soren Askegaard, Southern Denmark UniversityRussell Belk, York UniversityJanet Borgerson, City, University of LondonEileen Fischer, Schulich School of Business, York University Ashlee Humphreys, Northwestern UniversityGry Knudsen, Southern Denmark University Rob Kozinets, University of Southern CaliforniaCele Otnes, University of IllinoisJohn Sherry, University of Notre DameJonathan Schroeder, Rochester Institute of TechnologyCraig Thompson, University of WisconsinSusan Aronstein, University of WyomingKent Drummond, University of WyomingJulie Emontspool, Southern Denmark University

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6.2 Reclaiming and Re-inquiring About Concepts (Competitive Session) Room 3.210

Session Chair Anissa Pomies, EM Lyon

Reclaiming the ‘tribe’ from ‘consumer tribes’ Andrew Lindridge, Newcastle University Morteza Abolhasani, The Open University Business School Gidraph Michuki, The Open University Business School Claudia Simoes, University of Minho

Our paper tackles a Western imbalance and misappropriation of the term ‘tribes’ being constituted around shared consumption, such as consumer tribes, by returning to and researching how traditional tribes in Kenya use consumption to support their tribal identities. This paper assesses the internalisation of tribal identities through habituated practices, exploring how consumption practices are used to conspicuously affirm consumers imagined tribal identities. We reject the terms consumer tribes and tradi-tional tribes as reflective of wider colonial narratives and inappropriate for a modernising society. Instead, we argue in Kenya, tribes are under-going a process of modernity manifesting through ‘felt-tribalism.’

The Melancholy Consumer Iain Denny, Uppsala University Joel Hietanen, University of Helsinki Alice Wickstrom, Aalto University

Scholarship on collective forms of consumption tends to privilege the beneficial aspects of belonging to groups, sub-cultures, and communities. In this study, we draw attention to the limits of such accounts by offering a conceptualization of ‘not belonging’ predicated upon Julia Kristeva’s psy-choanalytical theorizing on melancholy and its relationship to desire and subjectivity. We argue that by privileging questions related to belonging, scholarship on collective forms of consumption has been restricted to studying expressions of desire. This tends to lend itself well to marketized, individualist narratives rather than to theorize the tension laden production of desire itself in consumption.

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(Re-)Conceptualizing Aestheticization in Consumer Culture Benjamin Hartmann, The University of Gothenburg Ileyha Dagalp, The University of Gothenburg

This paper presents a conceptual discussion of aestheticization as a research lens to understand consumer cultural phenomena. We unfold aestheti-cization as three intricate orders. First, aestheticization concerns specific object-subject relations; Second, it also concerns how these subject-object relations are created in and by markets as composed of ideologies, mythol-ogies and discursive systems; Finally, we situate the institutional characters that create the aestheticization of a market itself. The notion of aesthet-icization in a market context renders it as a useful lens through which to understand some of the blurring boundaries between commercial and the consumer-cultural processes that shape contemporary markets.

6.3 Tempering the Promise with the Perils of AI and Omnipresent Metrification (Special Session)

Room 3.430

Consumers invite artificial intelligence (AI) into their daily lives. This session brings together three papers that explicitly interrogate the promise and perils of AI and omnipresent metrification in consumer life: 1) a conceptual overview of mythologies consumers impose on AI and managerial strate-gies for mitigating consumer dystopianism, 2) an empirical investigation of the impact of AI and omnipresent metrification on consumer agency in the domestic sphere, and 3) an empirical examination of AI in the workplace to enhance workforce efficiency. We believe this set of research will spark lively conversations about AI and consumer agency.

Session Co-chairs Hope Jensen Schau, University of Arizona Markus Giesler, Schulich School of Business

Session Discussant Mary Gilly, University of California Irvine

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Managing for Me, Myself, and AI: Why Mythology Hurts AI Investments Simona Botti, London Business School Markus Giesler, Schulich School of Business Stefano Puntoni, Erasmus University Rebecca Walker Reczek, Fisher College of Business Quantified Consumers and the Adoption of Omnipresent Metrification Ashok Kumar Kaliyamurthy, University of Arizona Hope Jensen Schau, University of Arizona Benevolent Surveillance: Enhancing Efficiency and Employee Safety with AI Sarah Lord Ferguson, Simon Fraser University Leyland Pitt, Simon Fraser University Jan Kietzmann, University of Victoria

6.4 Spaces (Competitive Session) Room 3.435

Session Chair Delphine Dion, ESSEC Business School

Learning to function in multiple cultural environments: a study of globally mobile consumers and their banks

Alisa Minina, Ipag Business School

This paper contributes to literature by showing how repeated consumer movement initiates the process of multi-acculturation, resulting in a buildup of accumulated cultural and procedural knowledge. While findings support the view of consumer acculturation as an experiential learning process, they also show the particularity of acculturation process in condition of serial, as opposed to singular, relocation. Unlike linearly migrating consumers who negotiate cultural codes of home, host and transnational cultures, globally mobile consumers face new sets of acculturation agents with every new re-location, reinitiating the learning process and using accumulated knowledge from different countries to organize their financial services consumption.

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Gendered spaces and power dynamics: making pastry in Algiers Amina Djedidi, Universite Paris Est Nacima Ourahmoune, Kedge business school

The kitchen is an iconic place that crystallized feminist discussions around power issues and women’s identity projects. We re-inquire these discus-sions of a private/feminine bastion to unpack the lived tensions around the production and consumption of homemade cuisine in Algeria- a site of co-existence of structural Mediterranean patriarchal patterns and an increased participation in the capitalist/global system that challenges local representa-tions of gender roles. We seek to contribute enlarging our understanding of the meanings of gender, power and consumer behavior beyond Euro/Anglo-American contexts that usually inform our conceptualizations. Specif-ically, our work introduce space as key element of gender performances.

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Friday 19th July 2019, 2:15-3:30

7.1 Whither Poetic Inquiry? CCT & Beyond (Roundtable) Room MB F (9th floor)

Poetry has played an increasingly prominent role over our past thirteen conferences, from its inaugural posting on hallway walls to the current SRO performance session captured in an annual chapbook. Poets have placed their work in the field’s journals and in edited volumes of interdisciplinary research. As one of the more vibrant genres of arts based research rip-pling across contiguous social science disciplines, poetic inquiry has enabled scholars to explore aspects of marketing and consumption less accessible and perhaps inscrutable to prevailing approaches.

Organizers John Sherry, University of Notre Dame John Schouten, Memorial University of Newfoundland Hilary Downey, Queens Management School

Participants Terrance Gabel Stephen LeMay, University of West Florida Sandra Smith, The University of Auckland Robin Canniford, University of Melbourne Russell Belk, York University Robert Kozinets, University of Southern California Alexander Rose, Idaho State University David Mick, University of Virginia

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7.2 Commodified Traumas, Future Narratives and Reconstructed Selves (Special Session)

Room 3.210 This special session focuses on consumer experiences with trauma in three distinct contexts: cancer patients’ consumption of fertility treatments, deci-sion-making among deceased donor families and Instapoetry, where authors and consumers actively utilize social networking sites to expose emotional and physical suffering. Recognizing that in consumer studies the theorization of personal trauma remains limited (Kaplan 2008), this special session ad-dresses the following questions: How is trauma commodified in consumer culture? What are the effects of this commodification on the experiences and ‘representability’ of trauma itself and how might ‘trauma as commodity’ assist in recovery processes, decision-making and overall trauma palliation?

Session Chair Jennifer Takhar, ISG Business School, Paris

Discussant Craig Thompson, Wisconsin School of Business, University of Wisconsin The Role of Technology Ecosystems in the Normalization of Traumatic Consumer Journeys Lez Trujillo Torres, University of Illinois at Chicago Laetitia Mimoun, City University of London Beth DuFault, University at Albany, State University of New York Understanding Organ Donation: Discourses of embodied recycling Rebecca Scott, Cardiff Business School Samantha Warren, University of Portsmouth Revealing Shadow Selves: The Exposure and Consumption of Poeticised Trauma Jennifer Takhar, ISG Business School, Paris

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7.3 Digital and Material (Competitive Session) Room 3.435

Session Chair Ana Babic, University of Denver

The Power of the Algorithm: Exploring How Social Media Shapes Consum-ers’ Online Experience Gabrielle Patry-Beaudoin, Queen’s University Tandy Thomas, Queen’s University Jay Handelman, Queen’s University

Two broad, and paradoxical, perspectives characterize views of network-ing technologies: one focuses on the emancipatory potential of online technologies and the second emphasizes how technology companies have consolidated social power and influence consumers’ behaviours. How do consumers experience this paradoxical situation when they create content on online platforms? In this study, we explore this question and examine how structural elements of YouTube create unique tensions for consumers, and discuss strategies that consumers use to negotiate these tensions. Our analysis extends knowledge on object agency by demonstrating that objects are embedded with logics that shape consumers’ behaviours in novel ways.

Unboxing consumption objects: The epistemic dimension of commodifica-tion Jan-Hendrik Bucher, University of Southern Denmark Niklas Woermann, University of Southern Denmark

We empirically re-inquire the nature of the commodity based on a multi-year ethnographic research into a consumption community centered on designing, building and using material objects, namely racing drones. Where prior literature has framed commodities and craft objects as antagonistic and mutually exclusive, objectual practice in this community centers on knowledge practices that combine and explore assemblages of both. Drawing on science studies and the notion of blackboxing, we unpack the relationship between commodities and craft objects based on their epis-temic nature. We uncover the overlooked epistemic dimension of com-modification and its importance for theorizing materiality in CCT.

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Anti-Gifts: The Dark Side of Online Gaming Feihong Hu, Lancaster University Chihling Liu, Lancaster University Xin Zhao, Lancaster University

Most gift-giving research focus on the role of gifts in creating and sustain-ing social relations. In this paper, we elaborate on Hyde’s (1983) notion of “anti-gift”, and show its theoretical relevance in understanding malicious exchange based on negative reciprocity. Drawing on netnography and depth interviews, we examine the ways in which different types of anti-gifts or malicious revenges shape community building in Massive Multiplayer Online Role-Playing Games (MMORPGs).

7.4 Advertising and Cultural Industry (Competitive Session) Room 3.445

Session Chair Eileen Fischer, York University

How do cultural intermediaries perform market segmentation? The case of the lumbersexuals Carlos Diaz Ruiz, The University of Auckland

Cultural intermediaries coin and circulate consumer segments in ways that overlap with the market segmentation practices from professional market-ing. This paper investigates how cultural intermediaries perform market segmentation in ways that escape both the prescriptions of marketing aca-demics and the control of professional marketers. Empirically, we document the emergence and demise of the lumbersexual, a neologism combining the metrosexual with the lumberjack. The findings show that cultural intermedi-aries authorize the segment in four stages. 1. Singling out anomalous behav-ior. 2. Casting prototypes that enable ostensive identification. 3. Anchoring within a taxonomy. 4. Vaccinating against future criticism.

Activationism: How Tobacco Marketers Hacked Global Youth Culture Rossella Gambetti, Università Cattolica del Sacro Cuore Maribel Suarez, Federal University of Rio de Janeiro Timothy Dewhirst, University of Guelph

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Robert Kozinets, University of Southern California Ulrike Gretzel, Netnografica Caroline Renzulli, Campaign for Tobacco-Free Kids

Expanding on long-term, in-depth research carried out in partnership with the non-profit organization, Campaign for Tobacco Free Kids (CTFK), we conducted a 10-country netnography concerning the use of branded events and social media to market tobacco brands to young people. Our study revealed how youth culture and activist discourse are subverted and transformed through an interlinked series of events, training sessions, spon-sorships, branding moves, and recruitments. To distinguish this new form of marketing from activism, we term it “activationism.” Alongside offering an initial definition of the term, this paper broadly outlines some of its con-tours, theoretical connections, and implications.

Brand Meanings in Kinetic Circulation: Consumer Reception of Brand Para-texts Chris Hackley, Royal Holloway University of London Rungpaka Amy Hackley, Birkbeck University of London Under digitisation, the locus of brand meaning is shifting from the prima-ry texts of the brand to secondary, or paratexts, yet literary theories of brand meaning and reader response have not kept pace. In this conceptual paper we draw on Genette’s (2010) theory of transtextuality to re-frame the constitution of brand meaning in relation to consumer self and social identity. We link this theorisation to the long tradition of literary research around advertising, brands and consumer identity. The paper outlines how the brand meaning and consumer identity research agendas can, through paratextual theory, be moved forward for the digital era.


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Friday 19th July 2019, 4:00-5:15

8.1 Poetry Session Room MB EG (9th Floor) Berkeley 94720 | Jennifer Takhar

Gentrification | Jennifer Takhar

T-Rex in Kensington | Jennifer Takhar

Toy Robot | Jennifer Takhar

RV Reflections – Truth be Told: Ambivalence and Regret on Parting with my Trailer, The Mouse | Barbara Olsen

RV Reflections – Truth be Told: Ambivalence and Regret on Parting with my Trailer, When the Rain Leaked In | Barbara Olsen

Dancing on the Threshold | Michele Corengia

Theory World Happening | Terrance Gabel

Happiest Holidays Ever | Terrance Gabel

Priorities | Terrance Gabel

Somme Shrouds | Hilary Downey

Caillteanas | Hilary Downey

Silent Freedom | Hilary Downey

Virtual Edgework | Hilary Downey

Honey & Bread | Deborah Heisley & John W. Schouten

Lost in the Sea of Inaccessibility | Sandra Smith

Buying Myself | Eduardo de Campos Valadares

Body Parts (Eye, There’s the Rib) | John F. Sherry, Jr.

carve eurekanomics on my headstone | John F. Sherry, Jr.

Cool Hunting Canticle Time Capsule (Found Poem Fragments) | John F. Sherry, Jr.

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teotwawki 1 | John F. Sherry, Jr.

Ambulance rushing through the blistering wind (in four poems) | Jens Martin Svendsen

Follow | Paul Hewer

Antigua, Guatemala, in the Spring | Stephen LeMay

Beautiful Bows | Stephen LeMay

Loneliness | Stephen LeMay

Cognitive Dissonance at the Odeon | Stephen LeMay

Hey! I ’ve Got One Just Like That! | Iain Denny

Thicker than Blood | John W. Schouten

To the Angel in the Cemetery | John W. Schouten

After Every Climb a Descent | John W. Schouten

Not Even a Close Race | John W. Schouten

8.2 Politics and Consumption (Competitive Session) Room 3.210

Session Chair Jay Handelman, Queen’s University

Guns for Christmas: Advertising in Boys’ Life Magazine, 1911-2012 Terrence Witkowski, California State University, Long Beach The gifting of guns for Christmas has been one of the ways in which boys and young men have been recruited into American gun culture. This paper explores how advertising in Boys’ Life magazine, among other sources, has represented Christmas gun giving in terms of suitable types and brands, shooting activities, gifting tableaux, and fantasy consumption. Over the period studied, from the turn of the twentieth century until the present day, this socialization through gift-giving has been remarkably consistent and provides insight into the durability of American gun culture.

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American Consumers’ Understandings of the Right to Consumer Firearms Michelle Barnhart, Oregon State University Aimee Huff, Oregon State University Inara Scott, Oregon State University American gun violence and gun ownership rates far surpass those of other developed countries. Explanations for this often center on the Second Amendment to the U.S. constitution, which protects consumption of fire-arms. We examine American consumers’ understandings of this right. We integrate literature on consumer rights and responsibilization with sociology and legal scholarship related to gun rights, using data from in-depth con-sumer interviews and a private Facebook discussion among 150 Ameri-cans. Findings reveal four dimensions of understanding; and differences in responses to consumer responsibilization, types of freedom implicit in the right, and the roles of morality and regulation.

The Use of Consumer Goods in Politics: A Study on the Chairman Mao Badges Guojun He, HEC Montréal Jonathan Deschênes, HEC Montréal Using the Chairman Mao Zedong Badges in the Chinese Cultural Revolu-tion (1966—1976) as a research context, our study explores how a gov-ernment as a direct market agent strategically utilised the mundane and dai-ly-use consumer goods to carry its political projects. Drawing data from the government’s official newspaper, the People’s Daily, we reveal that the 591 narratives constructed around the badges mythified these items as priceless and demanded revolutionary goods and vessels of Maoism that helped the regime set rules of conduct for Chinese people. This study contributes to extending the Consumer Research and Material Culture Studies. 8.3 Markets (Competitive Session)

MB 3.435

Session Chair Ela Veresiu, York University

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“There Is Good Coffee in France Now!” An Exploration of Market Exten-sion Anissa Pomies, Emlyon Business School Prior works on market dynamics have explored cases of new market creation and of established market transformation. While it has never been their focus, most articles mention the transnational dimension of the market system under study. In this paper, I shed light on the omnipresent yet under-studied transnational dimension of market dynamics. Building on a three-year ethnography of the specialty coffee shop market in France, I conceptualize market extension as the mechanism through which markets emerge in a given context while having previously emerged in others. I par-ticularly emphasize the role played by consumers in this phenomenon.

Hell or haven? Exploration of the roles of marketplace in maintaining con-temporary household cleaning practices Lay Tyng Chan, Monash University Malaysia Cleaning practices have become more intensive amidst greater efforts to encourage environmental conservation. This study addresses this paradox by exploring how cleaning practices are formed and maintained through the interplay between various market institutions. Adopting the practice theo-retical lens, preliminary ethnography findings propose that cleaning practices constitute to the making of home and are tied to the bundles of collective identities. Findings highlight the roles of property developers, water sup-pliers and food producers in shifting cleaning norms and standards via the route of fear and risks stemmed from the lack of trust for them as consum-ers engage in reflexive doubt. Market Aestheticization: How Commodities Are Transformed into Valuable Aesthetic Products Pierre-Yann Dolbec, Concordia University Zeynep Arsel, Concordia University Aya Aboelenien, Concordia University Researchers have examined market creation, legitimation, disruption and evolution. We contribute to this literature by examining how a market matures through aestheticization. We highlight the aestheticization process of markets through the analysis of a qualitative dataset composed of archi-

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val data, fieldnotes, and primary and secondary interviews with different market actors. This process operates through three mechanisms: complexi-fication, streamlining, and alignment. As these mechanisms come together, they allow the expansion of the practices across the value chain leading to aestheticizing the end product. We discuss the impact of this process on market growth.

8.4 Body, Performativity, and Limits (Competitive Session)

Room 3.445

Session Chair Jonathan Schroeder, Rochester Institute of Technology

The spectacle of pain in experience: a study in rugby stadiums. Clement Dubreuil, IPAG Business School Delphine Dion, ESSEC Business School This research focuses on understanding how the spectacle of pain contrib-utes to the spectators’ experience. Based on an abductive approach, this work identifies 4 dimensions of the spectacle of pain. It contributes to the literature on experience and pain. First, it shows negative dimensions of ex-perience can be valued by a normative system. Secondly, this research con-tributes to a deeper understanding of the attractiveness of pain, by showing its association with symbolic content. Third, it introduces the concept of violence domestication. The show is part of a nature / culture dialectic, with a primitive-like violence and a sophistication of codes.

It ‘HIT’ me! -- How consumers bridge physiological constraints with collec-tive understandings of pleasure Anna Schneider-Kamp, University of Southern Denmark Johanna Gollnhofer, University of St.Gallen Pleasure discourses around food shape and are shaped by our food con-sumption. Extant research focuses on consumers that deliberately break out of prevailing discourses. We investigate how consumers excluded by physiological constraints work to participate in prevailing pleasure discours

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es. Based on netnographic and ethnographic data on histamine intolerant Danish consumers, we identify four strategies: experimenting with different types of food, substituting problematic foods with safe foods, medicating to increase tolerance for problematic foods, and prioritizing pleasure from food over negative bodily reactions. We demonstrate that food pleasure is a multi-faceted concept and how consumers work to gain cultural-specific food pleasure.

The Cultural Globalization of K-beauty: Discursive Coping Strategies of Young Korean Women Angela Gracia B. Cruz, Monash University ‘Ilaisaane M.E. Fifita, The University of Auckland Yuri Seo, The University of Auckland

While studies of ‘glocal’ beauty illuminate how local consumers interpret the meanings of imported popular cultural products, we know less about how local consumers respond to changing beauty norms when their local products become global. This paper investigates how young Korean women cope with the global expropriation of ‘K-beauty’. In response to increasingly hybridized and contradictory meanings, young Korean women perform three discursive coping strategies through which the paradoxes of glocal beauty are re-domesticated. Overall, this study sheds a new perspective on how contemporary flows of cultural globalization from non-Western centers influence gender performativity.

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Poster SessionLB Atrium

Poster 1- Marketplace Performance of Stigmatized Consumers and Producers

Akshaya Vijayalakshmi (Indian Institute of Management Ahmedabad), Nitisha Tomar (Indian Institute of Management Ahmedabad) and Ankur Kapoor (Indian Institute of Management Ahmedabad)

Poster 2- Consumer Resistance and Responsibilization: The Case of Medicine Consumption

Anna Schneider-Kamp (University of Southern Denmark)

Poster 3- Sympathetic or Dialectic? The Post-Postmodernism of Cer-tified Benefit Corporations

Asfiya Taji (Wilfrid Laurier University)

Poster 4- Intergenerational Cultivation of Taste and Morality

Aya Aboelenien (Concordia University) and Zeynep Arsel (Concordia University)

Poster 5- Technology Transforming Markets: The Case of the Influ-encer Marketing Assemblage

Benjamin Rosenthal (EAESP-FGV) and Flavia Cardoso (Universidad Adolfo Ibáñez)

Poster 6- Ethnoconsumerism and Xenocentrism in Cosmopolitan On-Line Consumer Communities

Benoit Cordelier (University of Quebec at Montreal, UQAM)

Poster 7- Blockchain Technology for Systemic Value Creation in the Sharing Economy

Bernardo Figueiredo (RMIT University) and Daiane Scaraboto (Pontificia Universidad Catolica)

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Poster 8- Narratives of the Female Hero in a Post-Modern World

Carla Caires Abdalla (FGV-EAESP) and Eliane Zamith Brito (FGV-EAESP)

Poster 9- Race in Sneakers: Nike, Colin Kaepernick, and Branding Social Justice

Catherine Coleman (Texas Christian University)

Poster 10- Resurrecting from the humdrum: Why successful brands kill themselves

Christian Dam (University of Southern Denmark) and Jan-Hendrik Bucher (University of Southern Denmark)

Poster 11- Who Wants to Live Forever? An Investigation about the Consumption of Biotechnology and Self-Identity

Daniela Ferreira (Federal University of Rio de Janeiro) and Paula Chimenti (Federal University of Rio de Janeiro)

Poster 12- The culture of Festivalisation: The Case of Burning Man

Eda Genc (Manchester Metropolitan University)

Poster 13- Race-Based Market Exclusion: An Analysis of Jewish Com-munity in Turkey

Elif Üstündağlı Erten (Ege University) and Nil Özçağlar Toulouse (Lille 2 University)

Poster 14- Health Concerns and Moral Distaste - ‘Concern Trolling’ as Moralizing Rhetoric

Ella Holi (Aalto University) and Ilona Mikkonen (Aalto University)

Poster 15- Scarcity Research: History, Typology and Future

Gulay Taltekin Guzel (York University) and Eileen Fischer (York University)

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Poster 16- The Viking myth in Nordic Consumer Culture: An Eth-nography on Contemporary Viking Re-enactment on Cultural Heri-tage Sites

Ileyha Dagalp (The University of Gothenburg)

Poster 17- Micro-Level Consumer Responsibilization In Relationship Guides– Transforming Women into Relationship Managers

Ilona Mikkonen (Aalto University) and Annamari Huovinen (Hanken Uni-versity)

Poster 18- Understanding Followers’ Inducted Conflicts and Influenc-es on Online Creativity

Isabella Ciampa (Bocconi University)

Poster 19- Networked-Technology and Identity Development: The Rationalization of Disposal and Consumption

Kelley Cours Anderson (Texas Tech University) and Kevin A. Harmon (Tex-as Tech University)

Poster 20- Homeyness and Domesticity in Work-Related Market-place Experiences

Laetitia Mimoun (Cass Business School) and Adele Gruen (Goldsmiths, University of London)

Poster 21- Social Media Challenges: Surveillance Dynamics and Body Ideals

Lauren Gurrieri (RMIT University) and Jenna Drenten (Loyola University Chicago)

Poster 22- I’m No Longer Vegan: Disadoption as Public Performance on Youtube

Lucy Baunay (HEC Montréal)

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Poster 23- “Not Without Weight Watchers”: The Role of Commer-cial and Personal Social Support in Weight Loss

Maia Beruchashvili (California State University, Northridge) and Risto Moi-sio (California State University, Long Beach)

Poster 24- Being a Mum OR a Dad? Single-fathers coping with the feminine sphere

Marie-Helene Fosse-Gomez (Lille University) and Mohamad Chour (ED-HEC Business School)

Poster 25- How Brand Owners Construct Imagined Worlds with Brand Visual Aesthetics

Mark Buschgens (RMIT University), Bernardo Figueiredo (RMIT University) and Kaleel Rahman (RMIT University)

Poster 26- Trickster Consumers: Passionate Pursuit of Dirt Inbe-tween Markets and the Wild

Nathan Warren (University of Oregon) and Linda Price (University of Oregon)

Poster 27- Consumer Acceptance (and Rejection) of the Rapid Turn Towards Diversity, Inclusion and Equity in Modern Marvel Comic Books

Oluwatoniloba Abiru (Franklin and Marshall College) and Jeff Podoshen (Franklin and Marshall College)

Poster 28- Materializing the Family Bond: Emotion Transportation through Significant Possessions

Patience Spinoza Okuku (University of British Columbia - Okanagan cam-pus) and Eric P. H. Li (University of British Columbia - Okanagan campus)

Poster 29- Using Linguistic and Semiotic Landscapes to Examine Par-ticipation in Marketplaces

Rachel Patrick (University of Wyoming)

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Poster 30- Days of Future Retail Past: VR Tracking of Consumer Behavior in an Ancient Roman Shop

Rhodora Vennarucci (University of Arkansas), David Fredrick (University of Arkansas) and William Loder (University of Arkansas)

Poster 31- Gendered Practices of Energy Consumption, Care and Mak2ing Home Under Energy Capitalism in Australia

Ross Gordon (Queensland University of Technology)

Poster 32- Brand New Law, Same Old Narratives: A Critical Dis-course Analysis of Federal Government Communications about the Cannabis Act

Rowan El-Bialy (University of Manitoba) and Kelley Main (University of Manitoba)

Poster 33-Dialectical Phenomenology and Semiology in the Social Construction of Mythologies

Sarah Grace (University of Arkansas)

Poster 34-Reflexive Interpellation of Rural Consumers: Practicing Collective Simplicity through Snowmobiling

Soonkwan Hong (Michigan Technological University)

Poster 35- Figuring the Child As Digital Native: Digital Class in the Net Generation

Sophie Reeves-Morris (Liverpool John Moores University) and Shona Betta-ny (Liverpool John Moores University)

Poster 36-How Habitus and Capital Impact Gender Inequality: An Ethnographic Investigation of Women In Urban India

Tanuka Ghoshal (Baruch, CUNY), Russell Belk (York University) and Rish-tee Batra (St. Joseph’s University)

Poster 37- Communities of Stigmatized Knowledge: Class, Globalized

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Capitalism and Conspiracy Theory

Tim Hill (University of Bath), Stephen Murphy (University of Essex) and Robin Canniford (University of Melbourne)

Poster 38- Discursive Interactions Shaping the “Happily Ever After” in a Virtual Brand Discourse Community

Vitor Lima (FGV) and Luís Pessôa (Pontifical Catholic University of Rio de Janeiro)

Poster 39- Trolling For Trolls: Exploring The Effects of Internet Trolls on Subscription Rates Of Live-Streamed Video Games

William Fritz (University of Oxford), Felipe Thomaz (University of Oxford) and Andrew Stephen (University of Oxford)

Poster 40- Athletification: An Aspirational Consumption Signal on Social Media

Yiran Su (Temple University)


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