Uniting Critical Theory and Public Policy to Create the Reflexively Defiant Consumer

Ozanne, Julie L.; Murray, Jeff B.

doi:10.1177/0002764295038004003

Cited by 113 publications

(111 citation statements)

References 9 publications

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“…Research on consumer resistance has drawn attention to critical aspects of consumption, mass consumerism, and the resulting reactions from consumers (Ozanne and Murray, 1995;Penaloza and Price, 1993;Roux, 2007). Even in less committed forms of resistance, such as creative, nonconformist, post-modern consumption habits (Firat and Venkatesh, 1995), consumers are able to develop diverse, new, and original ways of consuming, Consequently, they contribute to companies' marketing and product strategies (Holt, 2002).…”

Section: Consumer Resistancementioning

confidence: 99%

Working consumers: the next step in marketing theory?

Covà¹,

2009

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In marketing and consumer research, consumers have been increasingly theorised as producers.However, these theorisations do not take all facets of consumers' productive role into account. This paper mobilises both post-Marxist economics and post-Maussian socio-economics to develop the concept of working consumer. This concept depicts consumers who, through their immaterial labour, add cultural and affective value to market offerings. In so doing consumers increase the value of market offerings, although they usually work at the primary level of sociality (interpersonal relationships) and are therefore beyond producers' control. However, given certain conditions, companies capture such a value when it enters the second level of sociality (the market). The concept of the working consumer summarises and enriches extant approaches to consumer (co)production, while challenging right-minded developments, such as the service-dominant (S-D) logic in marketing, which try to create/construct an ethereal marketscape in which consumers and producers live in harmony.

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Section: Consumer Resistancementioning

confidence: 99%

Working consumers: the next step in marketing theory?

Covà¹,

2009

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“…Reflexively defiant consumer (Ozanne & Murray, 1995) There is no single view that prevails here (Arnould, 2007;Chomsky, 2012;Ger, 1997 but also with reserving the right to become critical and activist should it be required. Linda Scott's work with colleagues in the 'pragmatist feminist' vein (Scott et al, 2012) comes close to the agnosticism that could underwrite a first movement in a TCR project, where there is interest in learning and subsequently in making judgement calls about practices and intersectional structural constraints that delimit life opportunities for the people we engage with and seek to understand (Gopaldas, 2013).…”

Section: Provisional Moral Agnosticismmentioning

confidence: 99%

“…Perhaps the best known work has been produced by Murray and Ozanne (1991) and Ozanne and Murray (1995) in their ruminations on the 'reflexively defiant consumer', that is, an individual who is able to reflect critically on their involvement in the marketplace. Broadly speaking, this scholarship seeks to explore how society is riven with power relations which aim to foster certain forms of being in the world that are functionally useful to those in positions of power.…”

Section: Radical Humanism (Aka Critical Theory)mentioning

confidence: 99%

The discourses of marketing and development: towards ‘critical transformative marketing research’

Tadajewski

Chelekis

DeBerry‐Spence

et al. 2014

Journal of Marketing Management

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In order to understand the connection between development, marketing and transformative consumer research (TCR), with its attendant interest in promoting human well-being, this article begins by charting the links between US 'exceptionalism', 'Manifest Destiny' and modernisation theory, demonstrating the confluence of US perspectives and experiences in articulations and understandings of the contributions of marketing practice and consumer research to society. Our narrative subsequently engages with the rise of social marketing (1960s-) and finally TCR (2006-). We move beyond calls for an appreciation of paradigm plurality to encourage TCR scholars to adopt a multiple paradigmatic approach as part of a three-pronged strategy that encompasses an initial 'provisional moral agnosticism'. As part of this stance, we argue that scholars should value the insights provided by multiple paradigms, turning each paradigmatic lens sequentially on to the issue of the relationship between marketing, development and consumer well-being. After having scrutinised these issues using multiple perspectives, scholars can then decide whether to pursue TCR-led activism. The final strategy that we identify is termed 'critical intolerance'.

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“…In these predominantly interpretive studies, conceptualizations of "dominant forces" as well as resulting outcomes and possibilities for consumers vary with the study's theoretical approaches. Scholars observing and writing in a critical tradition, for example, tend to frame the marketplace (sometimes with a Marxist undertone) as a dominant, oppressive power that reflexively defiant consumers should actively fight and resist (Ozanne, Hill & Wright 1998;Ozanne & Murray 1995), whereas academics who tend to postmodern thinking rather highlight consumers' emancipation and self-realization potential emerging from an increasingly multifaceted and distributed system of power (Cova & Dalli 2007;Thompson & Coskuner-Balli 2007;Thompson 2004;Giesler 2008).…”

Section: Theorymentioning

confidence: 99%

Consumers' Controversies about Consumption

Luedicke¹

2011

MAR

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This article introduces a preliminary model that conceptualizes the drivers, expressions, and consequences of consumers' controversies about the limits of legitimate consumption within a social context. Drawing on qualitative data on the North American conflict over the cultural legitimacy of the Hummer brand of vehicles, the study documents that -contrary to the prevailing consumer-producer centric model -market-mediated social conflicts also emerge as immediate, interpersonal social practices through which consumers contest each others' consumption choices, ideologies, and behaviors. The study reveals that consumer controversies often begin with violations of social expectations, manifest in vigilant justice, insult, discredit, ridicule, and instruction practices, and serve consumers to preserve, promote, and defend the consumption-related meanings, practices, objects, and identities that they consider sacrosanct for themselves and their social peers. The study suggests that consumer controversies affect consumer culture, identity projects, and marketing practices in important ways previously unrecognized by theories of consumer emancipation and resistance.

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Uniting Critical Theory and Public Policy to Create the Reflexively Defiant Consumer

Cited by 113 publications

References 9 publications

Working consumers: the next step in marketing theory?

Working consumers: the next step in marketing theory?

The discourses of marketing and development: towards ‘critical transformative marketing research’

Consumers' Controversies about Consumption

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