September 4, 2007
Bernard Cova, Marketing Department, Euromed Marseilles School of Management
For the inaugural event of our community, Bernard discussed his new book on consumer tribes (co-authored by Robert Kozinets and Avi Shankar). The aim of this book is to offer a systematic overview of the area that has been defined as "cultures of consumption"- consumption microcultures, brand cultures, brand tribes, and brand communities. Marketing and consumer research has traditionally conceptualized marketplaces as being comprised of individual consumers and has thus tended to view marketplaces as aggregations of atomized individuals rather than as being influenced by classes or groups of consumers. Yet, it is the tribes—the many little groups we belong to—that are fundamental to our experience of life and of consumption.
October 12 2007
Theories of Third Space: Re-Conceptualizing the Conceptual
Benet DeBerry-Spence, Department of Managerial Studies, College of Business Administration, UIC
In this presentation, Benet discussed theories of third space. Based on work conducted in Ghana's largest arts and crafts open market, she proposed that existing conceptualizations of third space as temporary and as a state of being neither here nor there, do not capture how third space is often experienced. There is a need to re-conceptualize third space to include experiences of third space as on-going and as a state of being both here and there.
November 16 2007
Masculinity and Consumption: Examining Underlying Tensions and Shopping Behavior
Linda Tuncay, Marketing Department, School of Business Administration, Loyola University Chicago, Cele Otnes, Marketing Department, College of Business, University of Illinois
This research used a qualitative approach to exploring the shopping behavior of heterosexual male shoppers of fashion and grooming products. The authors found that three types of tensions emerged: Rationality vs. Indulgence, Individuality vs. Conformity and Heterosexuality vs. Perceived Homosexuality.
February 29th 2008
Book Discussion: Unmarketable
Ashlee Humphreys, Integrated Marketing Communications Dept, Medill School, Northwestern University
For this event, Ashlee led a discussion of the book Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity. This book examines how “underground” consumers fight against the mass-production mentality of dominant corporations and brands, and what happens when the “underground” becomes a marketplace just like the marketplace for dominant brands? What happens when “underground” ideas are co-opted by the very companies the underground fights against?