Understanding myth in consumer culture theory

This paper provides an understanding of the multidisciplinary synthesising of myth conceptualisation in consumer culture theory.Mythology is an umbrella term that has been used in a variety of forms and interpretations. This review draws from psychology, sociology, anthropology, cultural studies, literary criticism, history and political studies to examine the historical and discursive constructions of mythology. We distinguish multiple perspectives of mythology and demonstrate how exemplars of each are used in consumer research. Finally, we suggest new directions for mythology that pertain to consumer culture research

“Alexa, order me a pizza!”: The mediating role of psychological power in the consumer–voice assistant interaction

This article investigates the consumer-voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decisionmaking process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers’ willingness to purchase. As a result, we find that consumers are more likely to purchase low involvement than high-involvement products through VA technology, particularly when experiencing high-power states. This research broadens our understanding of the role of VAs and their ability to shape the consumer decision-making process. With an explicit focus on power, this study illustrates how the success of voice commerce may largely rest on the promotion of low-involvement products that enable high-power psychological conditions which drive willingness to purchase

Consumer Culture Theory: Development, Critique, Application and Prospects

This review takes stock of the development of Consumer Culture Theory (CCT) and provides a perspective from which this field of research can be framed, synthesized, and navigated. This review takes a conceptual and historical approach to map the rich theoretical inventory cultivated over almost 40 years of culturally-oriented research on consumption. The authors describe how CCT has emerged, chart various approaches to consumer culture studies, outline the dominant research domains, identify debates and controversies that circulate in the field, discuss the latest conceptual and methodological developments, and share managerial implications of a CCT approach. From this vantage point, they point to some promising directions for CCT research

Integrating health leadership and management perspectives: The MESH framework for culturally informed food design thinking and well-being promotion

Purpose: This study examines the social and cultural life of food innovations to inform food design thinking. The authors explore this through wellness regulating functional foods, foods scientifically modified for health benefits based on medical and nutritional claims, as a materialisation of food innovation in the marketplace. Design/methodology/approach: Drawing on affordance theory, where affordance relations enable potential for consumer food well-being regulation, the authors gathered in-depth interview data from diverse consumer groups across three illustrative exemplar functional foods. Findings: The research reveals how consumers engage in meaningful actions with functional foods in the experiences of their everyday lives. Four analytical themes emerge for consumer wellness regulation through functional foods: morality judgements, emotional consequences, social embedding and historicality. Originality: Analytical themes emerging from the findings are conceptualised as MESH, a useful acronym for the social and cultural life of food innovations within the design thinking arena. The MESH framework includes dichotomous cultural affordances that overlap and entangle different cultural themes weaving together consumers' perceived possibilities for food well-being regulation. These cultural affordances reveal distinct paths that link consumer experiences and food design thinking

aiWOM: Artificial Intelligence Word-of-Mouth. Conceptualizing Consumer-to-AI Communication

The advent of innovative technologies with installed artificial intelligence (AI) has raised the need to understand evolutive consumers’ behaviours. The dyadic communicative experience between consumers and technological artifacts with programmed social humanoid features shed the light on the emergence of an adaptative form of word-of-mouth (WOM) and that we label as “AI word-of-mouth” (aiWOM). We argue that there is a need for defining and investigating aiWOM as an emerging phenomenon which derive but diverge from WOM. Our conceptualization suggests that the communication interaction between consumers and AI technologies produce new consumers’ behaviors and psychological reactions

Getting a grip on sensorimotor effects in lexical-semantic processing

One of the strategies that researchers have used to investigate the role of sensorimotor information in lexical-semantic processing is to examine effects of words’ rated body-object interaction (BOI; the ease with which the human body can interact with a word’s referent). Processing tends to be facilitated for words with high BOI compared to words with low BOI, across a wide variety of tasks. Such effects have been referenced in debates over the nature of semantic representations, but their theoretical import has been limited by the fact that BOI is a fairly coarse measure of sensorimotor experience with words’ referents. In the present study we collected ratings for 621 words on seven semantic dimensions (graspability, ease of pantomime, number of actions, animacy, size, danger, and usefulness) in order to investigate which attributes are most strongly related to BOI ratings, and to lexical-semantic processing. BOI ratings were obtained from previous norming studies (Bennett, Burnett, Siakaluk, & Pexman, 2011; Tillotson, Siakaluk, & Pexman, 2008) and measures of lexical-semantic processing were obtained from previous behavioural megastudies involving the semantic categorization task (concrete/abstract decision; Pexman, Heard, Lloyd, & Yap, 2017) and the lexical decision task (Balota et al., 2007). Results showed that the motor dimension of graspability, ease of pantomime, and number of actions were all related to BOI and that these dimensions together explained more variance in semantic processing than did BOI ratings alone. These ratings will be useful for researchers who wish to study how different kinds of bodily interactions influence lexical-semantic processing and cognition