Non-western contexts: the invisible half

Like many other disciplines within the broad area of social sciences (e.g., anthropology, gender studies, psychology, sociology, etc.), consumer research is also highly navigated by scholars from Western countries. This, however, does not mean, by any means, that consumer research is devoted to studying Western contexts only. As evident from the ever-increasing number of regional conferences (e.g., Asia-Pacific and Latin American conferences of the Association for Consumer Research) and non-Western students' enrolment in doctoral programs at Western universities, there are many more researchers (from non-Western countries) who are entering the field and enriching it by their colourful contributions. Yet, given the low number of publications on consumer research in non-Western contexts, it seems that our current knowledge in these societies has a long way to go to flourish. More specifically, and in the domain of consumption culture research, this gap is even further widened by the fact that the culture of consumption in such contexts is largely interpreted with reference to the 'grand narratives' of Western scholars (e.g., Foucault, Mafessoli, Bourdieu, Deleuze, Baudrillard, Nietzsche, Durkheim, Derrida, etc.). Therefore, from an ontological perspective, it seems that our existing knowledge about non-Western societies lies heavily on the 'theoretical structures' that are 'constructed' by Western philosophy as a set of ideas, beliefs, and practices (Said, 1978). As Belk (1995) reminds us, consumption culture always existed in all human societies. What makes contemporary societies different from that of our predecessors' is not the fact that consumption culture did not exist in those societies, but that consumption culture has become a prevailing feature in modern society (Slater, 1997; Lury, 1996; Fırat and Venkatesh, 1995; McCracken, 1988). Therefore, the nature and dynamics of consumption culture in each society should be studied not only against the sociocultural, historical, and economic background of a given context (Western or non-Western) but also with reference to the philosophical and epistemological viewpoints that analyse and interpret cultural practices of that society from within that culture. Addressing such issues, this paper discusses some of the key reasons for lack of theory development in the field from non-western contexts. The paper invites scholars in non-Western contexts to introduce the less articulated, and sometime hidden, body of knowledge from their own contexts into the field of marketing in general and consumer research in particular

Performing the high-school prom in the UK: Locating authenticity through practice

The purpose of this study was threefold: to develop an understanding of the appropriation of the US High School Prom in the UK and more importantly to generate an insight into the producers and consumers of such an event; to establish if the performance of the prom is hyper-real or if there is an awareness of the authentic or inauthentic elements of this ritual and finally to ascertain local interpretation of authenticity and glocal practice. The method used here was a qualitative approach employing 24 in-depth interviews with young adults (18-20 years) who had attended a prom in the UK in the last three years. The findings illustrated that the role and the social network of the individual was key to engagement with the High School Prom and also indicated a possible symbiosis of the strands of theory associated with authenticity. Diverse localised meanings of the prom performance were also identified. As the school prom is a growth market in the UK businesses should be aware of adolescents’ desire for ownership of this event and should tailor their marketing accordingly

Moving beyond Goffman: the performativity of anonymity on SNS

Purpose: This paper explores consumer behaviour on the popular anonymous social networking site (SNS) Yik Yak. It examines the reasons behind the turn to anonymous social networking and also considers the ways in which anonymity impacts consumers' self-performances on SNS. Design/methodology/approach: The study used a netnographic approach to explore Yik Yak across eight universities in Ireland and the UK. Data are based on observation and participation on the app. Screenshots on smart phones were the central method used to collect data. Data also included twelve in-depth interviews. Findings: Young consumers are becoming fatigued by the negative effects of self-presentation on many SNS. By enabling consumers to engage in what they consider to be more authentic modes of being and interaction, Yik Yak provides respite from these pressures. Through the structures of its design, Yik Yak enables consumers to realise self-authentication in anonymised self-performances that engender a sense of virtue and social connection. Originality/value: By invoking a performative lens, this paper extends a novel theoretical approach to understandings of identity formation within consumer research. Highlighting anonymity as a dynamic process of socio- material enactments, the study reveals how consumers' self-performances are brought into effect through the citation of various discursive arrangements, which promulgate distinct understandings of authenticity. Practical implications: This research highlights the potential value of anonymous SNS in fostering supportive dialogue, concerning mental health amongst post-millennials

The Intentional Use of Service Recovery Strategies to Influence Consumer Emotion, Cognition and Behaviour

Service recovery strategies have been identified as a critical factor in the success of. service organizations. This study develops a conceptual frame work to investigate how specific service recovery strategies influence the emotional, cognitive and negative behavioural responses of . consumers., as well as how emotion and cognition influence negative behavior. Understanding the impact of specific service recovery strategies will allow service providers' to more deliberately and intentionally engage in strategies that result in positive organizational outcomes. This study was conducted using a 2 x 2 between-subjects quasi-experimental design. The results suggest that service recovery has a significant impact on emotion, cognition and negative behavior. Similarly, satisfaction, negative emotion and positive emotion all influence negative behavior but distributive justice has no effect

The country of brand communication in the retail setting: An analysis of Italian products in China

The aim of this paper is to investigate the role of country of brand (COB) communication within the retail environment of emerging markets. Drawing from the literature on store image, we developed a framework to analyse static and dynamic elements of COB communication. By adopting an inductive approach, we analysed COB use in a sample of 20 stores of Italian fashion brands in China using the mystery shopping technique. Given the increasing growth of e-retailing in China, the in-store observation is complemented by an analysis of the use of COB within the brand's local website and e-commerce page. In order to have a multi-layered representation of the phenomenon, in-depth interviews with managers of Italian firms in fashion industry are carried out. Findings confirm that retailing represents a primary communication channel for firms operating in China; however, the results of the participant observation show that COB is a cue information utilised only by a small percentage of the sample, mainly in a textual and iconic way. Managerial implications are discussed on the extent to which COB communication in store should be managed within an effective marketing strategy in line with the country and consumer characteristics in order to enhance the brand image in a growing market like China

Customer emotions in service failure and recovery encounters

Emotions play a significant role in the workplace, and considerable attention has been given to the study of employee emotions. Customers also play a central function in organizations, but much less is known about customer emotions. This chapter reviews the growing literature on customer emotions in employee–customer interfaces with a focus on service failure and recovery encounters, where emotions are heightened. It highlights emerging themes and key findings, addresses the measurement, modeling, and management of customer emotions, and identifies future research streams. Attention is given to emotional contagion, relationships between affective and cognitive processes, customer anger, customer rage, and individual differences

Both “illness and temptation of the enemy”: melancholy, the medieval patient and the writings of King Duarte of Portugal (r. 1433–38)

Recent historians have rehabilitated King Duarte of Portugal, previously maligned and neglected, as an astute ruler and philosopher. There is still a tendency, however, to view Duarte as a depressive or a hypochondriac, due to his own description of his melancholy in his advice book, the Loyal Counselor. This paper reassesses Duarte's writings, drawing on key approaches in the history of medicine, such as narrative medicine and the history of the patient. It is important to take Duarte's views on his condition seriously, placing them in the medical and theological contexts of his time and avoiding modern retrospective diagnosis. Duarte's writings can be used to explore the impact of plague, doubt and death on the life of a well-educated and conscientious late-medieval ruler