How Consumers Consume: A Typology of Consumption Practices

Abstract

This article examines what people do when they consume. In recent interpretive consumer research, three research streams have emerged, each portraying how people consume through a distinctive metaphor: co'nsuming as experience, consuming as integration, and consuming as classification. The research reported herea two-year observational case study of baseball spectators in Chicago's Wrigley Field bleachers-builds on this literature to systematically detail the universe of actions that constitute consuming. The resulting typology refines, extends, and synthesizes the three existing approaches to consuming and adds a fourth dimension-consuming as play-to yield a comprehensive vocabulary for descnbing how consumers consume. The usefulness of the typology is demonstrated by applying it to develop an alternative conception of materialism as a style of consuming.

The Multiple In-group Identity Framework

“…(1) sense of community (Tyler, 2013), (2) self-classification (Giulianotti, 2002;Holt, 1995), (3) subgroup distinctiveness (Bernache-Assollant et al, 2011), and (4) reduced subjective uncertainty (Hornsey & Hogg, 1999;Hornsey & Jetten, 2004). These benefits feature within the subgroup illustration within Figure 1.…”

“…Blatchy's Blues, The Timbers, and The Kop are each notable examples of stadium sections that add colour and noise to venues. Holt (1995) conducted an 18-month ethnographic study of Chicago Cubs spectators in the U.S., which underpinned the development of a typology of consumption practices. He observed that consumers participated in actions to demonstrate affiliation with the Cubs and "distinction from other spectators at varying levels" (Holt, 1995, p. 12).…”

“…Neophyte consumers may sit in the bleachers to obtain image related benefits in a similar manner to basking in reflected glory (Cialdini et al, 1976). Holt (1995) observed how experienced spectators distinguished themselves from neophyte consumers who were seeking such benefits by participating in conventions and rituals to demonstrate status. Consistent with this observation, Tyler (2013) found that neophyte AO members quickly learned norms and rituals when attending U.S. men's soccer team matches to legitimate their identity.…”

“…Attending a match with others provides access to interpersonal interactions, shared experiences (Gibson et al, 2002), and opportunities to consume as play (Holt, 1995). As Gibson et al (2002, p. 419) observed in a study of Florida Gators spectators: "memories… were not only centred on the successes and failures of the team, but also on the people with whom they shared these experiences."…”

“…However, consumers do not just identify with sport teams (Heere & James, 2007;Katz & Heere, 2013;Tyler, 2013). Many stadiums come alive due to the colour and noise created by sub-sections of spectators (Giulianotti, 2002;Holt, 1995). Consumers also watch and experience sport with friends, family, and colleagues (Gibson, Willming, & Holdnak, 2002).…”