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Article
Publication date: 1 June 2005

Tina M. Lowrey, Cele C. Otnes and Mary Ann McGrath

This paper reflects on the protocol suggested for using shopping with consumers (SWC) as a means for gathering high‐quality, naturalistic text in the field.

4372

Abstract

Purpose

This paper reflects on the protocol suggested for using shopping with consumers (SWC) as a means for gathering high‐quality, naturalistic text in the field.

Design/methodology/approach

The original SWC method combined accompanying consumers in the field as they shopped with in‐depth interviews.

Findings

This paper reflects on how SWC has been used in past research, including new and innovative applications of the method to a variety of research phenomena.

Research limitations/implications

The primary limitation of the approach is the amount of time required to implement SWC thoroughly.

Practical implications

SWC has the advantages of a multi‐method research design. In addition, SWC hastens trust and rapport with informants, potentially yielding richer data.

Originality/value

This paper is unique in terms of reflections on how a variety of scholars have used SWC to investigate phenomena of interest beyond that investigated in our original data collection. In addition, we offer suggestions for future research in areas that could clearly benefit from application of the method.

Details

Qualitative Market Research: An International Journal, vol. 8 no. 2
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 6 May 2014

Cele C. Otnes, Julie A. Ruth and Elizabeth Marie Crosby

The purpose of this research is to explore the product-agency benefits that emerge as consumers interact with products, and how these benefits shape consumer experiences and…

1017

Abstract

Purpose

The purpose of this research is to explore the product-agency benefits that emerge as consumers interact with products, and how these benefits shape consumer experiences and marketing-related outcomes.

Design/methodology/approach

Sixty-one depth interviews were conducted, and 78 written narratives were collected from informants, which explored how products had changed consumers’ lives. The authors applied the tenets of grounded theory in the analysis of their text, creating abstract categories or tropes that reflected consistent patterns in their consumers’ experiences.

Findings

The findings support that the conceptualization of agentic benefits should be broadened. The research identifies five salient product-agency benefits: regulation, clarification, transcendence, discovery and growth.

Research limitations/implications

Prior conceptualizations of agency in marketing focus almost solely on control, yet the authors find that multiple product-agency benefits emerge, supporting the need for a broader understanding of product-related agency. The authors also find these benefits can be anticipated or unanticipated. It is also important to note that the benefits can be paradoxical, in that while they often yield positive outcomes, at times they can produce unintended and even negative consequences.

Practical implications

Incorporating consumers’ (vs researchers’) benefit perceptions into theory building and preference models will enhance understanding of consumer behavior and improve predictive power of preference and choice forecasts. The five salient product-agency benefits provide mechanisms for segmentation and building meaningful relationships with consumers, can propel product development and assist in creating more effective marketing–communication strategies.

Originality/value

The paper offers a broader, more nuanced conceptualization of agency beyond control. It identifies five types of product-agency benefits that reflect a wide spectrum of consumers’ lived experiences.

Details

European Journal of Marketing, vol. 48 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 December 2015

Natalia Maehle, Nina Iversen, Leif Hem and Cele Otnes

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness…

7810

Abstract

Purpose

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness and healthfulness, tested across hedonic and utilitarian food products (milk and ice-cream). The weighting of attributes involved in food choices is a complex phenomenon, as consumers must consider contradictory requirements when making their choices. Consumers’ decision-making processes might also be influenced by food category. Some food products are mostly consumed for pleasure, whereas others are consumed because of their nutritional value.

Design/methodology/approach

The study employs a choice-based conjoint technique, which addresses how consumers make trade-offs across a set of product attributes.

Findings

The results indicate that price and taste attributes are rated as the most important for both hedonic and utilitarian food products. However, when the authors group consumers according to their product preferences, the relative importance of product attributes changes. Specifically, the importance of environmental friendliness and healthfulness is much higher among the health-conscious and environmentally conscious segments than for other segments.

Originality/value

To the knowledge, this is the first study comparing the importance of this combination of product attributes (price, taste, calorie content and eco-label) across hedonic and utilitarian foods in a choice-based conjoint setting. Moreover, a new way of grouping consumers according to their ethical-value profiles enables the authors to create a psychographic description of these segments, and to relate it to their food attribute preferences.

Details

British Food Journal, vol. 117 no. 12
Type: Research Article
ISSN: 0007-070X

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Book part
Publication date: 7 June 2007

Cele C. Otnes and Eliana N. Shapiro

This paper explores the phenomenon of collecting a plethora of memorabilia associated with a specific brand – in this case, the British Royal Family (BRF) brand. We explore the…

Abstract

This paper explores the phenomenon of collecting a plethora of memorabilia associated with a specific brand – in this case, the British Royal Family (BRF) brand. We explore the lifeworld of “Elizabeth,” an über-collector of BRF memorabilia, and describe how her collection can be interpreted as extensions of three separate identities – Collector, Business Owner, and Media Expert. Within these three identities, Elizabeth expressed different emergent roles to the various social networks within whom she interacted (e.g., as a collector, she often acted as “Rescuer,” taking in others’ BRF collections in order to preserve them). We illuminate these different roles and offer suggestions for future research.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-84855-984-4

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Book part
Publication date: 3 August 2007

We are grateful for the privilege of editing this book and organizing the conference that it celebrates. We thank our universities, departments, and organizations for their…

Abstract

We are grateful for the privilege of editing this book and organizing the conference that it celebrates. We thank our universities, departments, and organizations for their generous support, the many people who helped organize the conference, and the reviewers acknowledged below. Most of all, we thank our presenters, participants, and authors for their interest and energy.

Details

Product and Market Development for Subsistence Marketplaces
Type: Book
ISBN: 978-1-84950-477-5

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Article
Publication date: 7 June 2019

Eileen Fischer

The aim of this paper is to provide an advanced understanding of the dynamics of a scholarly career.

144

Abstract

Purpose

The aim of this paper is to provide an advanced understanding of the dynamics of a scholarly career.

Design/methodology/approach

An assemblage of a theoretic lens was adopted to help make sense of how the focal scholar came to have certain capacities and characteristics and how these evolved over time.

Findings

The critical determinants of the capacities of this scholar have arisen from intersections with the institutions she has been a part of and individuals with whom she has been privileged to interact.

Originality/value

This paper is the first to adapt an assemblage theoretic lens to make sense of a professional’s career accomplishments and trajectory and to draw inferences for career management from this perspective.

Details

Journal of Historical Research in Marketing, vol. 11 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Available. Content available
Article
Publication date: 1 June 2005

Richard Elliott and Avi Shankar

413

Abstract

Details

Qualitative Market Research: An International Journal, vol. 8 no. 2
Type: Research Article
ISSN: 1352-2752

Available. Content available
Book part
Publication date: 7 June 2007

Abstract

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-84855-984-4

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Book part
Publication date: 1 January 2005

Lan Xia and Kent B. Monroe

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

Available. Content available
Article
Publication date: 22 May 2009

Nnamdi O. Madichie

15549

Abstract

Details

Management Decision, vol. 47 no. 5
Type: Research Article
ISSN: 0025-1747

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