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Consumer Culture Theory: Development, Critique, Application and Prospects Full Text Available At Full text available at: http://dx.doi.org/10.1561/1700000052 Consumer Culture Theory: Development, Critique, Application and Prospects Full text available at: http://dx.doi.org/10.1561/1700000052 Other titles in Foundations and Trends® in Marketing Entertainment Marketing Natasha Zhang Foutz ISBN: 978-1-68083-332-4 The Cultural Meaning of Brands Carlos J. Torelli, Maria A. Rodas and Jennifer L. Stoner ISBN: 978-1-68083-286-0 Ethnography for Marketing and Consumer Research Alladi Venkatesh, David Crockett, Samantha Cross and Steven Chen ISBN: 978-1-68083-234-1 The Information-Economics Perspective on Brand Equity Tulin Erdem and Joffre Swait ISBN: 978-1-68083-168-9 Full text available at: http://dx.doi.org/10.1561/1700000052 Consumer Culture Theory: Development, Critique, Application and Prospects Eric Arnould Aalto University School of Business, Finland eric.arnould@aalto.fi Melea Press SKEMA, France Emma Salminen Aalto University School of Business, Finland Jack S. Tillotson Liverpool John Moores University, UK Boston — Delft Full text available at: http://dx.doi.org/10.1561/1700000052 Foundations and Trends® in Marketing Published, sold and distributed by: now Publishers Inc. PO Box 1024 Hanover, MA 02339 United States Tel. +1-781-985-4510 www.nowpublishers.com [email protected] Outside North America: now Publishers Inc. PO Box 179 2600 AD Delft The Netherlands Tel. +31-6-51115274 The preferred citation for this publication is E. Arnould, M. Press, E. Salminen and J. S. Tillotson. Consumer Culture Theory: Development, Critique, Application and Prospects. Foundations and Trends® in Marketing, vol. 12, no. 2, pp. 80–166, 2019. ISBN: 978-1-68083-561-8 © 2019 E. Arnould, M. Press, E. Salminen and J. S. Tillotson All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, mechanical, photocopying, recording or otherwise, without prior written permission of the publishers. Photocopying. In the USA: This journal is registered at the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923. Authorization to photocopy items for internal or personal use, or the internal or personal use of specific clients, is granted by now Publishers Inc for users registered with the Copyright Clearance Center (CCC). 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Please apply to now Publishers, PO Box 179, 2600 AD Delft, The Netherlands, www.nowpublishers.com; e-mail: [email protected] Full text available at: http://dx.doi.org/10.1561/1700000052 Foundations and Trends® in Marketing Volume 12, Issue 2, 2019 Editorial Board Editor-in-Chief Jehoshua Eliashberg University of Pennsylvania Associate Editors Bernd Schmitt Columbia University Olivier Toubia Columbia University Editors David Bell University of Pennsylvania Gerrit van Bruggen Erasmus University Christophe van den Bulte University of Pennsylvania Amitava Chattopadhyay INSEAD Pradeep Chintagunta University of Chicago Dawn Iacobucci Vanderbilt University Raj Ragunathan University of Texas, Austin J. Miguel Villas-Boas University of California, Berkeley Full text available at: http://dx.doi.org/10.1561/1700000052 Editorial Scope Topics Foundations and Trends® in Marketing publishes survey and tutorial articles in the following topics: • B2B Marketing • Marketing Decisions Models • Bayesian Models • Market Forecasting • Behavioral Decision Making • Marketing Information Systems • Branding and Brand Equity • Market Response Models • Channel Management • Market Segmentation • Choice Modeling • Market Share Analysis • Comparative Market Structure • Multi-channel Marketing • Competitive Marketing • New Product Diffusion Strategy • Pricing Models • Conjoint Analysis • Product Development • Customer Equity • Product Innovation • Customer Relationship Management • Sales Forecasting • Game Theoretic Models • Sales Force Management • Group Choice and Negotiation • Sales Promotion • Discrete Choice Models • Services Marketing • Individual Decision Making • Stochastic Model Information for Librarians Foundations and Trends® in Marketing, 2019, Volume 12, 4 issues. ISSN paper version 1555-0753. ISSN online version 1555-0761. Also available as a combined paper and online subscription. Full text available at: http://dx.doi.org/10.1561/1700000052 Contents 1 Introduction2 1.1 Boat Hull Maintenance ................... 2 1.2 Lactose Intolerance ..................... 4 1.3 What is CCT? ........................ 6 2 Some Tendencies in CCT 11 2.1 The Humanistic/Romantic Move .............. 11 2.2 The Social Constructivist Move ............... 14 2.3 The Postmodern Turn .................... 15 2.4 Domains of Inquiry ..................... 19 2.5 Identity Work ........................ 19 2.6 Marketplace Cultures .................... 22 2.7 Socio-Historic Patterning of Consumption ......... 25 2.8 Ideological Turn ....................... 31 2.9 Critique of CCT ....................... 35 2.10 Methodological Issues .................... 39 2.11 CCT in Management Applications ............. 45 2.12 Brand Community ...................... 46 2.13 Brands and Branding .................... 47 2.14 Consumers Shaping Marketing Systems ........... 51 2.15 Future ............................ 53 Full text available at: http://dx.doi.org/10.1561/1700000052 2.16 Sustainable Consumption.................. 53 2.17 Postcolonial Turn ...................... 54 2.18 Building More Direct Connections to Managerial Practice . 56 2.19 Understanding Business Ecosystems ............ 57 2.20 Exploring New Business Models ............... 57 3 Conclusion 59 References 61 Full text available at: http://dx.doi.org/10.1561/1700000052 Consumer Culture Theory: Development, Critique, Application and Prospects Eric Arnould1, Melea Press2, Emma Salminen3 and Jack S. Tillotson4 1Aalto University School of Business, Finland 2SKEMA, France 3Aalto University School of Business, Finland 4Liverpool John Moores University, UK ABSTRACT 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. Keywords: consumer culture theory; consumption; marketing; marketing management. © Eric Arnould, Melea Press, Emma Salminen and Jack S. Tillotson (2019), “Consumer Culture Theory: Development, Critique, Application and Prospects”, Foundations and Trends® in Marketing: Vol. 12, No. 2, pp 80–166. DOI: 10.1561/1700000052. Full text available at: http://dx.doi.org/10.1561/1700000052 1 Introduction Although its roots reach more deeply into the history of 20th century social science (Tadajewski, 2006), Consumer Culture Theory (CCT) is the logical product of a cultural turn (Sherry, 1990b) in consumption studies that began to unfold in the 1980s. CCT is an umbrella term that refers to a variety of socio-cultural approaches to consumer behavior and market research (Arnould and Thompson, 2005). CCT attends to substantive issues emanating from the domain of consumption, which we characterize briefly as the acquisition, use, and disposition of commercially circulated products, services, knowledge, images, and experiences by groups and individual actors. Putting consumer culture studies into context, let us begin by describing two examples that illustrate CCT tangibly. 1.1 Boat Hull Maintenance Rapid loss of biodiversity and poor health of the Scandinavian coastal ecosystems led local scientists to wonder what was happening in the Baltic Sea. They soon learned that leisure boats that use of toxic boat hull paints to limit the growth of marine organisms were causing damage to the sensitive archipelago ecosystem. Throughout the Baltic, leisure 2 Full text available at: http://dx.doi.org/10.1561/1700000052 1.1. Boat Hull Maintenance 3 boats are a ubiquitous, conspicuous consumer object. While natural scientists know a lot about why and how boat hull paint damages nature, environmental policy makers needed to understand how to change leisure boat consumer behavior. Therefore, researchers launched an interdisciplinary EU-funded project to combine research in natural and social sciences (taking a CCT perspective) and environmental law. The natural scientists initially relied on the classic attitude-behavior
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