This paper examines the ways in which two women (Sweetie and Desiree) experience a dissatisfying retail encounter. Citing data derived from memory-work methodology, we illustrate how stories can be used to gain a detailed insight into the complexity of consumption experiences and give voice to women consumers. By allowing women to write about, and critically reflect on their experiences, we show how consumers attach meaning to retail encounters and how we, as researchers can offer alternative interpretations of consumer behavior to those commonly reported in the literature. In this paper we use memories of "nasty" retail encounters to illustrate how social constructs related to identity, such as ethnicity and gender, have meaning in shopping experiences. Because of the new understandings possible via this method, we argue for using reflexivity in our research and analyses informed by feminism.
Domestic violence has serious consequences for survivors, including severe effects on psychological well‐being and identity. This article reveals the previously hidden possession experiences and identity work of domestic violence survivors. Using a novel visual research method that features material objects as visual stimuli to elicit data, we found possessions were critical in the complex identity work undertaken by survivors. Emergent themes detailing the role of possessions in coping with ongoing self‐threats by an intimate partner provide empirical support for the conceptualization of diametrically opposed selves, the Prescribed Self and Agentic Self. These opposite and compartmentalized selves enabled survivors to cope with extreme disintegration and destabilization of self by the abuser. As well as the conceptual and methodological contributions we make to the possessions‐self literature in consumer research and psychology, this research is valuable for designing social service programs to help survivors cope with the effects of domestic violence on identity.
PurposeThe purpose of this paper is to examine “nasty” retail shopping experiences. The paper aims to consider implications of distrust related to theft control measures in retail customer service.Design/methodology/approachStorytelling as a “memory‐work” method draws on phenomenology, hermeneutics, and the narrative. Researchers and participants worked together as co‐researchers to analyze and interpret “lived” experiences contained in their written personal stories. The authors extend this understanding in the context of existing literature.FindingsDistrust pervaded the stories, which focused on shoplifting accusations (real and imagined). As a violation of implicit trust, distrust provoked intense moral emotions, damaged identities, and fuelled retaliation. Findings illustrate a pervasive downward “spiral of distrust” in the retail context.Practical implicationsResults suggest that retailers use store personnel rather than technological surveillance to control theft. Interacting with customers and displaying cooperation builds respect, trust, and relationships and may deter theft. Retailers should add signs of trust and remove signs of distrust from retail environments. They cannot rely on service recovery to appease customers disgruntled by distrust.Social implicationsWhen retailers act as if they care, customers reciprocate, creating upward trust spirals and stronger communities.Originality/valueA dark side to retail loss‐prevention tactics is demonstrated in the paper. Surveillance signals distrust, which repels customers and resists service recovery. Concepts of spirals of distrust and trust to the services marketing literature are introduced. The spirals illustrate how distrust destroys and trust builds relationships and communities. Furthermore, ideas are offered about ways to start upward trust spirals.
There are many qualitative methods that, from different theoretical frameworks, can be used to map individuals’ everyday experiences in the sport industry. In this article we introduce one such method, memory-work, which involves participants writing specific texts about recalled experiences that are then analyzed in a collective research group. In order to discuss how sport management researchers can benefit from this methodology, this article explains the paradigmatic framework and the process of conducting memory-work. It concludes by assessing benefits of this interpretive methodology for sport management research.
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