CONSUMER CULTURE THEORY RESEARCH IN CONSUMER BEHAVIOR Series Editor: Russell W. Belk Vols 1–10: Research in Consumer Behavior RESEARCH IN CONSUMER BEHAVIOR VOLUME 11 CONSUMER CULTURE THEORY EDITED BY RUSSELL W. BELK York University, Ontario, Canada JOHN F. SHERRY, Jr. University of Notre Dame, Indiana, USA Amsterdam – Boston – Heidelberg – London – New York – Oxford Paris – San Diego – San Francisco – Singapore – Sydney – Tokyo JAI Press is an imprint of Elsevier JAI Press is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK Radarweg 29, PO Box 211, 1000 AE Amsterdam, The Netherlands 525 B Street, Suite 1900, San Diego, CA 92101-4495, USA First edition 2007 Copyright r 2007 Elsevier Ltd. 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Because of rapid advances in the medical sciences, in particular, independent verification of diagnoses and drug dosages should be made British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN: 978-0-7623-1446-1 ISSN: 0885-2111 (Series) For information on all JAI Press publications visit our website at books.elsevier.com Printed and bound in the United Kingdom 070809101110987654321 CONTENTS LIST OF CONTRIBUTORS ix INTRODUCTION xiii THEORY/AGENCY CONSUMER CULTURE THEORY (AND WE REALLY MEAN THEORETICS): DILEMMAS AND OPPORTUNITIES POSED BY AN ACADEMIC BRANDING STRATEGY Eric Arnould and Craig Thompson 3 WORKING TO CONSUME THE MODEL LIFE: CONSUMER AGENCY UNDER SCARCITY Marie-Agne`s Parmentier and Eileen Fischer 23 THE MATERIAL SEMIOTICS OF CONSUMPTION OR WHERE (AND WHAT) ARE THE OBJECTS IN CONSUMER CULTURE THEORY? Shona Bettany 41 SERVICE-DOMINANT LOGIC AND CONSUMER CULTURE THEORY: NATURAL ALLIES IN AN EMERGING PARADIGM Eric J. Arnould 57 v vi CONTENTS FESTIVITY POSTMODERN CONSUMPTION AND THE HIGH- FIDELITY AUDIO MICROCULTURE John D. Branch 79 GLOCAL ROCK FESTIVALS AS MIRRORS INTO THE FUTURE OF CULTURE(S) E. Tac-li Yaziciog˘lu and A. Fuat Firat 101 COMEDY OF THE COMMONS: NOMADIC SPIRITUALITY AND THE BURNING MAN FESTIVAL John F. Sherry, Jr. and Robert V. Kozinets 119 GLOBALITY CONSUMING THE DEAD: WAITING FOR BLESSINGS IN A JAVANESE CEMETERY Kevin Browne 151 A HEAVY BURDEN OF IDENTITY: INDIA, FOOD, GLOBALIZATION, AND WOMEN Jenny Mish 165 CONSUMPTION AND CLASS DURING AND AFTER STATE SOCIALISM Katherine Sredl 187 Contents vii IDENTITY HAPPINESS, CONSUMPTION, AND BEING Carolyn Costley, Lorraine Friend, Emily Meese, 209 Carl Ebbers and Li-Jen Wang SUDDENLY MELUNGEON! RECONSTRUCTING CONSUMER IDENTITY ACROSS THE COLOR LINE Elizabeth C. Hirschman and Donald Panther-Yates 241 REAPING IDENTITY MEANINGS FROM AN AGRARIAN PAST: SOUTHERN HARVESTERS OF COMMERCIALLY CULTIVATED REGIONAL HERITAGE Kelly Tian and Craig Thompson 261 MEMBRANE OF THE SELF: MARKETING, BOUNDARIES, AND THE CONSUMER- INCORPORATED SELF Eugene Halton and Joseph D. Rumbo 297 ARTISTRY CULTURE AND CO-CREATION: EXPLORING CONSUMERS’ INSPIRATIONS AND ASPIRATIONS FOR WRITING AND POSTING ON-LINE FAN FICTION Clinton D. Lanier, Jr. and Hope Jensen Schau 321 MULTIRACIAL IDENTITY AND ART CONSUMPTION Mohammadali Zolfagharian and Ann T. Jordan 343 viii CONTENTS COMMUNITY DYNAMICS OF COMMUNITY ENGAGEMENT: THE ROLE OF INTERPERSONAL COMMUNICATIVE GENRES IN ONLINE COMMUNITY EVOLUTIONS Anat Toder Alon and Fre´de´ric F. Brunel 371 HOW BRAND COLLECTING SHAPES CONSUMERS’ BRAND MEANINGS Cele C. Otnes and Eliana N. Shapiro 401 LIVING FOR ‘‘ETHICS’’: RESPONSIBLE CONSUMPTION IN EVERYDAY LIFE Nil Ozcaglar-Toulouse 421 POETRY YOU ARE GETTING SLEEPY Eugene Halton 439 SFO John Schouten 441 PHILOSOPHER’S THWART BAG John Sherry 443 ‘‘ON THE CIRCLE OF CONSUMPTIONy’’ George M. Zinkhan 445 LIST OF CONTRIBUTORS Anat Toder Alon Boston University School of Management, Boston, MA, USA Eric Arnould Norton School of Family and Consumer Sciences, University of Arizona, Tucson, AZ, USA Russell W. Belk Schulich School of Business, York University, North York, Ontario M3J 1P3, Canada Shona Bettany University of Bradford School of Management, Bradford, UK John D. Branch Stephen M. Ross School of Business, University of Michigan, Ann Arbor, MI, USA Kevin Browne InterSource Research and Consulting, LLC, Cambridge, WI, USA Fre´de´ric F. Brunel Boston University School of Management, Boston, MA, USA Carolyn Costley Waikato Management School, Department of Marketing, Hamilton, New Zealand Carl Ebbers Waikato Management School, Department of Marketing, Hamilton, New Zealand A. Fuat Firat University of Texas-Pan American, Edinburg, TX, USA Eileen Fischer Schulich School of Business, York University, North York, Ontario, Canada ix x LIST OF CONTRIBUTORS Lorraine Friend Waikato Management School, Department of Marketing, Hamilton, New Zealand Eugene Halton Department of Sociology and Program in American Studies, University of Notre Dame, Notre Dame, IN, USA Elizabeth C. Hirschman School of Business, Rutgers University, New Brunswick, NJ, USA Ann T. Jordan College of Public Affairs and Community Service, University of North Texas, Denton, TX, USA Robert V. Kozinets Schulich School of Business, York University, North York, Ontario, Canada Clinton D. Lanier, Jr. Department of Marketing, College of Business Administration, University of Nebraska-Lincoln, NE, USA Emily Meese Waikato Management School, Department of Marketing, Hamilton, New Zealand Jenny Mish University of Utah, David Eccles School of Business, Salt Lake City, UT, USA Cele C. Otnes Department of Business Administration, University of Illinois at Urbana-Champaign, Champaign, IL 61820, USA Nil Ozcaglar-Toulouse Universite´ de Lille 2, GERME research center, Lille, France Donald Panther-Yates DNA Consulting, Santa Fe, NM, USA Marie-Agne`s Parmentier Schulich School of Business, York University, North York, Ontario, Canada Joseph D. Rumbo Department of Sociology and Anthropology, James Madison University, Harrisonburg, VA, USA List of Contributors xi Hope Jensen Schau Eller College of Management, The University of Arizona, Tucson, AZ, USA John Schouten Pamplin School of Business, University of Portland, Portland, OR, USA Eliana N. Shapiro Department of Advertising, University of Illinois at Urbana-Champaign, Urbana, IL, USA John F. Sherry, Jr. Department of Marketing, Mendoza School of Business, University of Notre Dame, Notre Dame, IN, USA Katherine Sredl Institute of Communications Research, Department of Advertising, University of Illinois at Urbana-Champaign, Urbana, IL, USA Craig Thompson University of Wisconsin, Madison, WI, USA Kelly Tian Department of Marketing, College of Business, New Mexico State University, Las Cruces, NM, USA Li-Jen Wang Waikato Management School, Department of Marketing, Hamilton, New Zealand E. Tac-li Yaziciog˘lu Istanbul Technical University, Mac-ka Istanbul, Turkey Geroge Zinkhan University of Georgia, Athens, GA, USA Mohammadali Prior to August 2007 Zolfagharian Department of Marketing and Logistics, University of North Texas, Denton, TX, USA From August 2007 Department of Management, Marketing and International Business College of Business Administration, University of Texas-Pan American, Edinburg, TX, USA This page intentionally left blank INTRODUCTION This volume includes a selection from the papers, poems, and photo essays presented at the inaugural Conference on Consumer Culture Theory held in August 2006 on the campus of Notre Dame University. What we had hoped might become a regular conference to be held every two years, proved to be so popular that it is becoming an annual event. The second conference will take place in May 2007 at York University. Consumer Culture Theory (CCT) is an interdisciplinary field that com- prises macro, interpretive, and critical approaches to and perspectives on consumer behavior. Relative to its maturity and diffusion as a sphere of interest in the discipline of marketing, it has accounted for a disproportionate number of the prize-winning articles published in the flagship Journal of Consumer Research, and is increasingly represented in other top venues including the Journal of Marketing,theJournal of Marketing Research,and the Journal of Retailing. The number of social scientists outside of marketing who conduct CCT research is large and growing. These researchers may publish books in their home disciplines, and claim the pages not only of their own flagship journals but also in such specialized venues as the Journal of Consumer Culture, Journal of Material Culture,andConsumption, Markets and Culture. The enterprise is flourishing, and has reached the point where a regular research conference has become inevitable. Several years ago, (and after innumerable corridor conversations at sister conferences) a strategy session with many of the