November 3rd, 2017, 12:00 - 1:130
[/] Meaning and Difference
Laura Oswald, Marketing Semiotics

For this session, Laura will speak on the broad paradigmatic significance of the slash joining/separating signifier and signified in semiotic theory. The [/] figure underlies the cognitive, discursive, and rhetorical dimensions of meaning production and provides rich terrain for exploring the fundamentals of semiotics, including code theory, binarism, the semiotic square and deconstruction. Theory elaboration will form the foundation for a discussion of the importance of semiotics for consumer research in areas such as strategy, cultural branding, multicultural marketing, and innovation.

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February 2nd, 2018, 12:00 - 1:30
Jeitinho Brasileiro: Understanding Financial Vulnerability from a Cultural Perspective
Nancy Wong, School of Human Ecology, The University of Wisonsin-Madison

Building on the concept of social capital, Nancy will discuss and explore the financial vulnerability phenomenon in Brazil from the perspective of Jeitinho Brasileiro, a way of getting things done by means of personal relationships widely used in a country that is characterized by institutional inefficiency. Analysis of 21 in-depth interviews provides a unique context in showing how this indigenous construct shapes marketplace and consumer practices creating a mutually reinforcing cycle of financial dependency and vulnerability. A socio-ecological framework highlights how the interactions between personal characteristics (microsystem spheres) and marketplace practices and social structures (meso and macrosystem spheres) may lead individuals to experience or avoid financial vulnerability. In general, the way informants use their social capital shapes resistance against marketplace and financial management behaviors.

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March 2nd, 2018, 12:00 - 1:30
Technological Innovation and Marketplace Sentiments in Market Legitimation
Laetitia Mimoun, Marketing Department, HEC Paris, Lez Trujillo Torres, Marketing Department, University of Illinois Chicago, Francesca Sobande, Edge Hill University Business School

For this discussion, Lez will discuss her research (with Laetitia and Francesca) on legitimation. Legitimation is a key process in the creation, maintenance, and evolution of markets. However, scant attention has been provided to non-human actors, such as technology, in this process. Lez and her co-authors argue that technological innovation influences legitimation through the (re)production of marketplace sentiments, which refer to “emotional dispositions toward marketplace elements” that are “collective, enduring, and proactive” (Gopaldas 2014, 995). Based on a multi-method historical approach to examining Assisted Reproductive Technologies innovation, Lez will argue that in markets based on high-failure and high-risk technologies, consumers and news media (re)produce marketplace sentiments. These sentiments, intertwined with temporality and materiality, influence the acceptability of discourses and the normative legitimation of the markets. Lez will discuss how marketplace sentiments create an ambivalent context which aids scientific democratization, embracement of failure, discount of sacrifices, and deflection of risk by influencing the affective processing of innovation. This research contributes to the literature on marketplace sentiments by evidencing their role in dynamic and interrelated efforts of marketplace actors. It also advances the view of technology innovation as a sociocultural historical force which shapes legitimation, beyond its current conceptualization as a resource.

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April 6th, 2018, 12:00 - 1:30
Presentation Title To Be Announced
Robert Arias, University of Illinois, Champaign

Summary of Presentation To Be Announced

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May 4th, 2018, 12:00 - 1:30
Presentation Title To Be Announced
Marie-Agnès Parmentier, Department of Marketing, HEC Montréal

Summary of Presentation To Be Announced

Marie-Agnès was selected as our annual "fly-in" speaker--someone who does not live within driving distance of Chicago and whose travel expenses are paid by our generous sponsors. As is true every year, nominations and voting for the "fly in" speaker were open to everyone on the C4 mailing list. Thanks to all who participated!


This season's events