Oct 4th, 2019, 12:00 - 1:30
Navigating the Complexities of Tiny Spaces
Marcus Phipps, Department of Marketing, University of Melbourne

From the romance of nature (Canniford and Shankar 2013) to the spectacle of fantasy retail (Kozinet et al. 2004, Maclaran and Brown 2005), a plenitude of space is seen as a way to enhance the overall consumption experience. This presentation investigates consumers who deliberately seek to limit their space. The tiny house movement is a social and architectural trend that advocates living simply in small spaces. Drawing from in-depth interviews with tiny home owners, blogs, and ethnographic notes from meet-ups and festivals, this research explores the unique emotional relationship of living in a very small space. Findings show how spatial constraints lead to a renegotiation of how household practices are traditionally organized. The private can become public, essentials deemed luxuries, and new emotional spaces are discovered both inside and outside of the household.

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November 1, 2019, 12:00 - 1:30
Practice theory in a context of macro-level change: back to school shopping in post-socialist Zagreb
Katherine Sredl, Marketing Department, Quinlan School of Business, Loyola University, Chicago
Prior consumer research on practice theory tends to look at individual habituation or misalignment of practices that are predictable. In addition, practices are often framed as an individual means to establish security after a change in routine, or as a means of performing taste and habitus. What happens to practices when the routines are mostly consistent but the macro-level socio-cultural and economic structures in which practices are practiced, changes? We explore that issue in this interpretive research in the context of back-to-school shopping in post-socialist Croatia. We do so by linking practices to social structures. This approach allows us to contribute to practice theory by exploring how consumers negotiate fluid tacit understandings to find ontological security in social practices, in a time of massive socio-cultural and economic change. The findings demonstrate that tacit knowledge and practices are gendered and that ontologies create and reproduce socially shared meanings related to status hierarchies and morals.
Paper with Jurica Pavicic, Ruzica Brecic Department of Marketing, Faculty of Economics and Business, University of Zagreb


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February 7th, 2020, 12:00 - 1:30
Title Practice Recovery: How Consumers Return to a Practice Under Changed Circumstances
Linda Price, Marketing Department, University of Oregon

We contribute to consumer practice theory by introducing and detailing the concept of consumer practice recovery. Practice theory literature and much past research addresses how practices are formed (Shove, Pantzar, and Watson 2012; Nicolini 2012) but doesn’t account for how consumers return to a former practice following a significant gap in that practice’s enactment during which meanings, competencies, and materiality may have shifted. Consumers often attempt to return to a practice that may have been interrupted for a variety of reasons. Practice recovery is the process consumers engage with when they attempt to return to a practice following a significant gap in its enactment. Through a series of in-depth and structured interviews with young adult consumers who are in the process of returning to bicycle commuting practices, we develop a model of the practice recovery process. We identify alignment gaps where risks of misalignment are elevated. Our findings inform how shifting context, identity, and inter-practice relations impacts the meaning, competency, materiality, practice goals, and teleoaffective structure of the practice. Better understanding the process of practice recovery offers managerial and policy insights into how to afford opportunities to facilitate practice recovery. Theoretically we open numerous areas for future research into practice recovery and especially around critical areas for misalignment risks
Paper with Kivalina E. Grove

Linda was selected as the 2019-2020 "Fly-In Speaker" by the C4 community.


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March 6, 2020, 12:00 - 1:30
Marketplace Access and the Legitimation of Multiracial Consumers  
Samantha Cross, Marketing Department, College of Business, Iowa State University

This research explores the legitimation process of multiracial consumers in the marketplace, as these consumers gain recognition as a growing consumer segment. The authors examine the experiences of multiracial consumers and their family units as legal recognition transfers to marketplace legitimacy and societal acceptance. The researchers seek to understand how marketplace practices both frustrate and facilitate the burgeoning legitimacy of multiracial as a consumer category. Interviews with the adult female children of multiracial unions reveal that, in spite of earlier legal changes and more recent revisions to census policy, which gave way to fewer societal and marketplace barriers, longstanding power dynamics associated with race relations make such progressive emancipatory policies particularly complex for the multiracial consumer. While multiracial consumers may be members of the U.S. multicultural marketplace, their lived experiences, socialization processes and historical positioning within the ethno-racial structure in the U.S. make them different from others who share the same multicultural classification. Findings reveal key themes which are discussed through a legitimation process model that shows how, in this context, the established pillars of legitimacy (regulative, normative and cultural-cognitive) interrelate and build off of a 4th pillar, marketplace legitimacy.  (With Co-authors: Robert L. Harrison and Kevin Thomas) 

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April 3rd, 2020, 12:00 - 1:30
C4 Reading Group

Cancelled Due to Global Pandemic