From Mundane to Socially Significant Consumption : An Analysis of How Foodie Identity Work Spurs Market Formation

How does dull turn into cool? Every now and then new markets emerge and consumption that used to be mundane and insignificant transforms into something socially significant. Using the theoretical lens of cultural system transformation, this research set out to analyze how consumers, through their identity work, unintentionally transform a market by negotiating its symbolic boundaries and expanding its borders in relation to their social surroundings. The results showed that consumer identity work contributes to forming the market by providing it with new symbolic meanings (epistemic, entertainment and erotic), by extending it with new discursive and material content (through epistemic refinement), and by expanding it through the provision (active and unintentional promotion of the consumption field to confirm their own identity) of new consumers. This research added to at least three ongoing conversations in marketing research; (i) to the macromarketing research stream on marketing systems by taking a cultural system perspective and recognizing the subtle but transformative impact of symbolic consumer meanings and identity work, (ii) to the consumer culture theory (CCT) research stream on market formation by highlighting consumers’ unintentional change of a market through intense identity struggle in their immediate social circle, and (iii) to both above streams by highlighting what makes identity struggle distinct at a mundane rather than more controversial or extraordinary market

Intravascularly infused extracellular matrix as a biomaterial for targeting and treating inflamed tissues

Decellularized extracellular matrix in the form of patches and locally injected hydrogels has long been used as therapies in animal models of disease. Here we report the safety and feasibility of an intravascularly infused extracellular matrix as a biomaterial for the repair of tissue in animal models of acute myocardial infarction, traumatic brain injury and pulmonary arterial hypertension. The biomaterial consists of decellularized, enzymatically digested and fractionated ventricular myocardium, localizes to injured tissues by binding to leaky microvasculature, and is largely degraded in about 3 d. In rats and pigs with induced acute myocardial infarction followed by intracoronary infusion of the biomaterial, we observed substantially reduced left ventricular volumes and improved wall-motion scores, as well as differential expression of genes associated with tissue repair and inflammation. Delivering pro-healing extracellular matrix by intravascular infusion post injury may provide translational advantages for the healing of inflamed tissues 'from the inside out'