Emma Banister

Negative Symbolic Consumption and Consumers’ Drive For Self Esteem: The Case of the Fashion Industry

Self‐esteem is an important motivational drive for consumption involving both the acceptance and rejection/avoidance of symbolic goods. This paper examines the relationship between self‐esteem and the rejection of goods and brands within the context of fashion consumption by young professionals. A conceptualisation which accounts for consumers’ use of various strategies in their efforts to maintain or enhance their self‐esteem is suggested. A small‐scale exploratory study is used to examine first, how consumers invest products and brands with negative symbolic meanings; and second, how this leads consumers to reject products and brands. The importance of understanding negative symbolic consumption when marketing high involvement products such as fashion goods is identified; and the implications for fashion retailers and marketing management are discussed.

Exploring innovative methodologies for child‐centric consumer research

Purpose – We discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what we term a “child‐centric” approach. We hope that by sharing our experiences we can help move forward the discussion of child‐centric approaches and methods, providing a useful starting point for researchers considering conducting qualitative research with children, and food for thought for those experienced at researching the lives of young consumers.Design/methodology/approach – We begin our paper with a general overview of approaches to childhood as a social category, discuss methodological approaches to research with children and review the literature that informed our methodological approach. In the second part of the paper we focus on an empirical investigation, outlining a methodology with which we sought to embrace childrens active participation. Our qualitative approach incorporates the following: quasi‐ethnographic methods; interviews; projecti...

A cultural exploration of consumers interactions and relationships with celebrities

Abstract This paper offers a cultural exploration of young adult consumers’ everyday interactions and relationships with celebrities. Adopting an interpretive methodology, we build on McCracken’s (1986, 1989) important work on cultural-meaning transfer, and integrate a contemporary understanding of consumers as co-creators of meaning, in order to explore their everyday experiences with celebrities. Findings suggest that consumers purposefully interact with celebrities in a diverse range of ways and actively engage in a variety of consumer–celebrity relationships. We conceptualise a range of consumer–celebrity relationship types and demonstrate the roles that celebrities can play in providing meaning and context to consumers’ identity projects. Summary statement of contribution Our research builds on contemporary understandings of celebrity meaning transfer and in particular explores consumer-driven (rather than managerial) understandings of celebrity meanings. Our findings suggest that consumers’ uses of celebrities are somewhat more active and purposeful than McCracken’s (1989) model and much prior research suggests. Consumers develop portfolios of celebrity relationships, or celebrityscapes (cf. Fournier, 1998), which allow consumers the freedom and opportunity to flit between different (often fragmented) identity positions.

Poverty in consumer culture: towards a transformative social representation

Abstract In this article, we consider the representations of poverty within consumer culture. We focus on four main themes – social exclusion, vulnerability, pleasure and contentment – that capture some of the associations that contemporary understandings have made with poverty. For each theme, we consider the portrayals of poverty from the perspective of key agents (such as marketers, media, politicians) and then relate this to more emic representations of poverty by drawing on a range of contemporary poverty alleviating projects from around the world. We conclude with a set of guidelines for relevant stakeholders to bear in mind when elaborating their representations of poverty. These guidelines may act as a platform to transform marginalising representations of poverty into more empowering representations.

Producing and consuming celebrity identity myths: unpacking the classed identities of Cheryl Cole and Katie Price

Abstract We investigate the ways in which celebrity identity myths are created, shaped, interpreted and utilised by media, celebrities and consumers. Two working-class female celebrities, Cheryl Cole and Katie Price, provide our focus, and we draw on an analysis of articles in the popular press, celebrity autobiographies and qualitative data collected with 16- to 18-year-olds. We find that class-infused celebrity identity myths (‘celebrity chav’) are constructed in terms of glamour, allure and charisma but also vulgarity, repulsion and ordinariness. Young consumers interpret these myths based on judgements of taste, morality, connection and worthiness and utilise them in order to support the identity goals of distinction, affirmation, belonging and enhancement.

Paradox, tribalism and the transitional consumption experience : in light of post-postmodernism

Purpose The aim of this paper is to explore how the paradox of individualism/tribalism is brought into play and negotiated by consumers in the wake of the post-postmodern era. Design/methodology/approach The paper draws on netnographic and interview data from the Greek football manager (FM) online gaming community. FM is a simulation strategy game in which players act as “real-life” managers from the screen of their computer. Findings A central paradox and a set of four supporting paradoxes are identified. These paradoxes give rise to a transitional mode of experience, which lies on the borders of reality and fantasy, and is realised both at the individual and the tribal levels. Originality/value This study makes a threefold contribution. First, it advances the understanding of the paradoxical aspects of consumption experiences in light of post-postmodern consumer culture. Second, it shows how these paradoxes are negotiated by consumers between individual and tribal levels. Third, it extends the understanding of the nature of consumption experiences through the development of the concept of the transitional consumption experience.

The spatial aspects of musical taste : conceptualising consumers' place-dependent identity investments

Consumer research has largely left implicit the interrelationships of space and place with taste. This multi-sited ethnographic study explores how consumers enact, perform and further develop their musical tastes via their aesthetic experiences in popular (indie) and classical music places. Our findings suggest that consumers create place-dependent identity investments, which unfold via a tripartite experiential process of manifesting habitus, undertaking habitation and expressing idiolocality. Our study contributes to diverse streams of consumer research, such as consumer behaviour, consumer culture theory and experiential marketing, and opens up avenues for future research focused on the intersections of place with taste.

Parenting agendas: An empirical study of intensive mothering and infant cognitive development

Intensive parenting debates reflect the critical importance of a child’s early years, and parents’ roles in determining later developmental outcomes. Mothers are usually assigned primary responsibility for facilitating their infants’ cognitive development through adequate and appropriate sensory stimulation. Drawing on Foucault’s technologies of the self, this article explores how new mothers shape their mothering practices in order to provide appropriately stimulating interactions. Using findings from 64 interviews (31 women were interviewed twice, 2 women were interviewed only once) three main positions are identified of how mothers function in relation to their infants’ development: mother as committed facilitator, creative provider and careful/caring monitor. The study considers the perceived normative nature of these positions and the impact they can have on middle-class women’s subjectivities as new mothers. This analysis of parental agendas and infant cognitive development suggests that a continued focus on the mother’s role within early infant development reflects and upholds ideologies of child-centred, intensive mothering, which risks precluding ‘alternative’ maternal subjectivities and promotes conservative feminine identities.

Marketplace orchestration of taste: insights from the Bridgewater Hall

ABSTRACT The aim of this paper is to explore how a concert hall can orchestrate and shape individuals’ classical music tastes. The paper is based on an 8-month ethnography at the Bridgewater Hall concert venue in Manchester. Our emergent findings illustrate how classical music tastes are influenced via the spatial meanings of the concert hall. These meanings include various physical, historical and sociocultural aspects that are revealed in the context of the Bridgewater Hall. Our study contributes to various streams of consumer culture theory research and opens up avenues for future research on the interrelationships of space and place with taste.

Becoming respectable: low-income young mothers, consumption and the pursuit of value

ABSTRACT Teenage mothers find themselves caught between two discourses: the irresponsibility of youth and the responsibility of motherhood. We unravel some of the complexities surrounding the performance of socially approved ‘good mothering’, from a social position of restricted resources. We demonstrate the relevance of Skeggs’ notion of respectability in order to forge a deeper understanding of how young, low-income new mothers seek to secure social value and legitimacy via the marketplace. We identify a number of consumption strategies centred around identification and dis-identification, yet we recognise that young mothers’ careful marshalling of resources, in relation to consumption, risks being misread and could leave young women open to further scrutiny and negative evaluation, ultimately limiting their opportunity to secure a legitimate maternal identity.