Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm

Abstract

The aim of this paper is to suggest some potential linkages between Consumer Culture Theory (CCT hereafter) and the evolving Service-Dominant logic (S-D hereafter) propounded by Vargo and Lusch in a series of publications (Vargo & Lusch, 2004, 2006a, 2006b). I begin by discussing why this alliance makes sense. To do this, I review the CCT roots of several foundational propositions for the S-D logic Vargo and Lusch (2004) offer. Then I offer a suggestion for rethinking the notion of consumer itself. And finally, I discuss some potential changes in preferred constructs that I believe are necessary to fulfill the theoretical promise of the CCT perspective, and follow on from embracing a CCT/S-D perspective.

Citation

Arnould, E.J. (2007), "Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm", Belk, R.W. and Sherry, J.F. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 11), Emerald Group Publishing Limited, Leeds, pp. 57-76. https://doi.org/10.1016/S0885-2111(06)11025-X