Consumer Movements and Collective Creativity:The Case of Restaurant Day

Tutkimustuotos: Lehtiartikkelivertaisarvioitu

Tutkijat

Organisaatiot

  • RMIT University

Kuvaus

Consumer movements are resolute and persistent efforts by organized consumer collectives to reimagine elements of consumer culture. Such movements often use creative public performances to promote their causes and to make movement participation more ludic and fun. Yet collective creativity within consumer movements has rarely been an explicit focus of research. Using ethnographic methods and assemblage theory, this study elaborates how collective creativity organizes a consumer movement and facilitates its quest for market change. Findings show how the Restaurant Day movement initially emerged as a resistant response to market tensions relating to constraining food culture regulation in a Nordic market context. Findings then illuminate the movement’s appropriation of collective creativity as its chief mode of organization and participation. Collective creativity builds on iterative and co-constituting deterritorializing and territorializing processes of consumer production that fuel transformative and explorative creativity, respectively, within the market context. The study provides new insights to consumer movement mobilization, organization, member recruitment, and market legitimacy. The study also provides novel theoretical insights to the study of consumer creativity.

Yksityiskohdat

AlkuperäiskieliEnglanti
Sivut251-274
JulkaisuJournal of Consumer Research
Vuosikerta45
Numero2
TilaJulkaistu - elokuuta 2018
OKM-julkaisutyyppiA1 Julkaistu artikkeli, soviteltu

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