Academic Research
Spheres of resonance: How consumers contribute to atmosphere’s dynamics and plurality
Consumer experiences often build on resonant atmospheres that touch, seduce, or thrill consumers. Lack of resonance can diminish an atmosphere, alienate consumers, and render experiences meaningless. However, the way in which consumers contribute to atmospheres’ evolving resonance and plural nature has nonetheless been undertheorized. We address this question by operationalizing the concept of spheres of resonance, which we develop based on a multi-sited ethnography at the iconic holiday resort Club Med. Drawing on theory of resonance, we explain atmospheres are consumed through co-evolving spheres of resonance emerging in bodily encounters that momentarily envelop people and groups. Our findings show how these spheres co-exist but can also overlap, merge, and clash, influencing how atmospheres are felt and mobilized. Overall, we expand prior understandings of consumption atmospheres beyond a “mono-spherical” view and contribute to theory on the dynamics of atmospheres and resonance in consumer research.
Paper Link: https://doi.org/10.1177/14705931251329724
Authors: Joonas Rokka, Brigitte Auriacombe, Eric Arnould, Maíra Lopes
ABSTRACT
Consumer experiences often build on resonant atmospheres that touch, seduce, or thrill consumers. Lack of resonance can diminish an atmosphere, alienate consumers, and render experiences meaningless. However, the way in which consumers contribute to atmospheres’ evolving resonance and plural nature has nonetheless been undertheorized. We address this question by operationalizing the concept of spheres of resonance, which we develop based on a multi-sited ethnography at the iconic holiday resort Club Med. Drawing on theory of resonance, we explain atmospheres are consumed through co-evolving spheres of resonance emerging in bodily encounters that momentarily envelop people and groups. Our findings show how these spheres co-exist but can also overlap, merge, and clash, influencing how atmospheres are felt and mobilized. Overall, we expand prior understandings of consumption atmospheres beyond a “mono-spherical” view and contribute to theory on the dynamics of atmospheres and resonance in consumer research.
Positive Luxury: A Consumer-Centric Approach to Bridging Luxury and Sustainability
This study explores the concept of luxury through the lens of sustainability, questioning conventional interpretations and promoting a broader comprehension of luxury’s compatibility with sustainability. It also explores the potential positive effects of luxury consumption and production at various scales—individual (micro), industry (meso), and environment (macro). This research, adopting a positive theory approach and aligning with the transformative luxury research (TLR) stream, proposes a novel framework termed “positive luxury.” This framework, informed by consumer insights, introduces additional pillars of sustainable practices in the luxury sector that yield positive impacts. These pillars encompass ecological, social, and economic aspects, as well as ethical governance, supply chain integrity, philanthropy, well-being, and diversity, equality, and inclusion (DEI). The findings underscore the significance of a consumer-centered perspective and reveal the nuanced positive impacts that consumers perceive from each of these pillars. Furthermore, the study advances existing works by classifying sustainable pillars into either “core” or “incipient” qualities, while responding to the TLR stream’s call for a focus on well-being outcomes. The findings have implications for policymakers and luxury businesses alike, offering potential directions for future research.
Paper Link: https://doi.org/10.1177/14705931251321822
Authors: Wided Batat, Danae Manika, Alex Yao Yao, and more
ABSTRACT
This study explores the concept of luxury through the lens of sustainability, questioning conventional interpretations and promoting a broader comprehension of luxury’s compatibility with sustainability. It also explores the potential positive effects of luxury consumption and production at various scales—individual (micro), industry (meso), and environment (macro). This research, adopting a positive theory approach and aligning with the transformative luxury research (TLR) stream, proposes a novel framework termed “positive luxury.” This framework, informed by consumer insights, introduces additional pillars of sustainable practices in the luxury sector that yield positive impacts. These pillars encompass ecological, social, and economic aspects, as well as ethical governance, supply chain integrity, philanthropy, well-being, and diversity, equality, and inclusion (DEI). The findings underscore the significance of a consumer-centered perspective and reveal the nuanced positive impacts that consumers perceive from each of these pillars. Furthermore, the study advances existing works by classifying sustainable pillars into either “core” or “incipient” qualities, while responding to the TLR stream’s call for a focus on well-being outcomes. The findings have implications for policymakers and luxury businesses alike, offering potential directions for future research.
Humanism in Marketing: Responsible Leadership and the Human-to-human Approach
Humanism in Marketing promotes a centered approach to marketing practice. It defines humanism as “the ethical core of marketing, emphasizing the dignity of individuals, ethical engagement, and active participation with all stakeholders.” The book aims to show how businesses can align their operations with ethical and socially responsible leadership by recognizing this ethical core and the chapters, contributed from different disciplines, address global crises such as climate change, geopolitical instability and digital disruption.
Paper Link: https://doi.org/10.1177/14705931251323585
Authors: Widiyanti Ayu Nilasari, Muhamad Iqbal Haqiqi Maramis, Zailan Basri Tamamala
ABSTRACT
Humanism in Marketing promotes a centered approach to marketing practice. It defines humanism as “the ethical core of marketing, emphasizing the dignity of individuals, ethical engagement, and active participation with all stakeholders.” The book aims to show how businesses can align their operations with ethical and socially responsible leadership by recognizing this ethical core and the chapters, contributed from different disciplines, address global crises such as climate change, geopolitical instability and digital disruption.
(Re)conceptualising Consumer Interdependency of Care: Persistent Struggles With Dependency and Responsibility
This conceptual paper explores how consumers become entangled in persistent struggles of care in consumption. While extant marketing theory focuses on the neoliberal responsibility of care as an autonomous and independent act, we problematise and extend the current theorisation of consumers’ struggles of care by examining the interrelated struggles of consumer responsibility of care and market relations of care. Building on marketing and interdisciplinary insights, we develop a novel lens of consumer interdependency of care to capture how a consumer responsibility is negotiated within varied relations of care. We contribute to a holistic and critical understanding of care in consumption as a problematic interplay between a responsibility of care and a dependency of care. By examining three types of consumer interdependency across consumption contexts, we discuss challenges and future research direction in the provision, mediation, and positioning of care, and bring critical attention to the power imbalances of care and consumer vulnerability.
Paper Link: https://doi.org/10.1177/14705931241275535
Authors: Ye (Nicole) Yang, Marian Makkar
ABSTRACT
This conceptual paper explores how consumers become entangled in persistent struggles of care in consumption. While extant marketing theory focuses on the neoliberal responsibility of care as an autonomous and independent act, we problematise and extend the current theorisation of consumers’ struggles of care by examining the interrelated struggles of consumer responsibility of care and market relations of care. Building on marketing and interdisciplinary insights, we develop a novel lens of consumer interdependency of care to capture how a consumer responsibility is negotiated within varied relations of care. We contribute to a holistic and critical understanding of care in consumption as a problematic interplay between a responsibility of care and a dependency of care. By examining three types of consumer interdependency across consumption contexts, we discuss challenges and future research direction in the provision, mediation, and positioning of care, and bring critical attention to the power imbalances of care and consumer vulnerability.