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Harris Thesis November 2011V2 THE BELONGING PARADOX: THE BELONGING EXPERIENCE OF COMMITTED UNCERTAIN MEMBERS by Garth Everett Harris A thesis submitted to the School of Business In conformity with the requirements for the degree of Doctor of Philosophy Queen’s University Kingston, Ontario, Canada (November, 2011) Copyright © Garth Everett Harris, 2011 Abstract The existing literature in marketing and consumer behavior tends to adopt a somewhat static view of membership and belonging, focusing on the status uncertainty that surrounds new group aspirants. In the literature, the portrayal of becoming a member is one of a logical step-by-step process as members move toward the top of the social hierarchy and secure status. An underlying assumption of this process is that once an individual secures membership through status, that individual is no longer uncertain about their membership or belonging. This thesis presents an alternative to this static step-by-step view and introduces the idea of the belonging paradox. A belonging paradox is a recursive cycle of an unsolvable duality of simultaneous inclusion and exclusion that can result from idiosyncratic factors such as gender, race, disability or self-doubt. This thesis also develops a new conceptual framework or perspective on the concept of belonging by integrating Uncertainty-Identity Theory, Self- Verification Theory and Symbolic Self-Completion Theory into a more dynamic and fluid understanding about the nature of belonging. Through the introduction of the belonging paradox and the new conceptual framework of belonging, a more comprehensive understanding of belonging emerges. Specifically, the belonging paradox suggests that beyond the initial stages of striving for group membership, uncertainty of belonging can continue to be a pervasive, continuous struggle even for committed hardcore group members. Through an analysis of the skateboarding subculture, this thesis illustrates how members continuously construct and shape their own belonging experience within ii groups. It also demonstrates the different ways members use consumption to try to cope with the duality and constant tension of the belonging paradox as well as explores the link between uncertainty and the ability to play with identities. This leads to a number of theoretical and managerial contributions. iii Acknowledgements There are many individuals who made the completion of this dissertation possible and I will always be grateful for their involvement. Foremost, I would like to acknowledge my supervisor, Peter Dacin, who has been a constant source of support and encouragement throughout this journey. Peter’s dedication, enthusiasm and passion for research inspire me on a daily basis. His ability to push and challenge me at every turn, while being supportive was invaluable for this dissertation and for my growth as a researcher. Peter, thank you for your unwavering support, friendship, guidance and always believing in me even when I cheer for the Vancouver Canucks! I am also very appreciative for the feedback on this research and encouragement throughout my PhD from Jay Handleman. Jay’s teachings have always challenged my assumptions and will forever influence the way I approach research and look at life. Jay, thank you for inspiring and guiding my research. I would also like to thank Tandy Thomas and Laurence Ashworth for their support and insights throughout this research. Thank you to all of my colleagues and friends who enriched my experience in the PhD program including Colette Hoption, Terry Beckman, Shawn Tucker and Maureen Bourassa. Colette, thank you for your support and encouragement, as I could not have done the PhD without your wonderful friendship. I will always cherish our many coffee sessions at Starbucks and Tim Hortons. I have learned so much from you. Your kindness and ability to push my boundaries while making me smile and laugh was invaluable. Terry thank you for the your friendship, calming reassuring presence and those entertaining Settlers of Catan nights which were much needed breaks from the rigors of the PhD program. iv I would also like to thank the staff in the PhD office for always being there when I needed help and support. In particular, I would like to thank Julian Barling for his kindness, guidance and support throughout my PhD. Finally, I would like to thank my family for their love and support. Mom and Dad thank you for giving me the courage to dream and teaching me never to give up. To my sister thank you for having the patience to proof read my work. Most importantly to my wife Heather your love, encouragement and steadfast belief in me are the greatest gifts anyone has ever given me. I cherish every moment we have together and without your love I would not be where I am today. I love you always. v Table of Contents Abstract ............................................................................................................................... ii Acknowledgements ............................................................................................................ iv List of Figures .................................................................................................................... ix List of Tables ...................................................................................................................... x Chapter 1 Introduction ........................................................................................................ 1 1.1 Marketing’s and Consumer Behavior’s View of Membership and Belonging ......... 4 1.2 Self-Perceived Uncertainty ....................................................................................... 8 1.3 Outline for this Thesis ............................................................................................. 11 Chapter 2 Literature Review ............................................................................................. 15 2.1 Belonging Paradox .................................................................................................. 15 2.1.1 Group Attachment ............................................................................................ 15 2.1.2 Biculturalism .................................................................................................... 17 2.1.3 Stigmatization ................................................................................................... 18 2.1.4 Organizational Change ..................................................................................... 20 2.1.5 Summary of Research Related to the Belonging Paradox ................................ 22 2.2 Conceptual Development of the Belonging Experience ......................................... 23 2.2.1 Uncertainty-Identity Theory ............................................................................. 26 2.2.2 Self and Collective Self-Verification of a Group Membership ........................ 32 2.2.3 Symbolic Self-Completion Theory ................................................................... 44 2.2.4 Overall Summary of the Three Theories .......................................................... 52 2.3 Extending the View of Belonging witthin Marketing and Consumer Behavior ..... 54 2.3.1 A Member’s Sense of Belonging ...................................................................... 61 Chapter 3 Methodology .................................................................................................... 68 3.1 Respondents ............................................................................................................ 74 3.2 The Geographical Location ..................................................................................... 77 3.2.1 Skate Shops in Kingston ................................................................................... 87 3.2.2 Places to Skateboard in Kingston ..................................................................... 88 3.2.2.1 Queen’s University .................................................................................... 89 vi 3.2.2.2 Ruwa Indoor Skatepark .............................................................................. 89 3.2.2.3 West 49-Lyon Skatepark at Polson Park ................................................... 90 Chapter 4 Analysis Part I: The Elements of the SCURB Framework .............................. 95 4.1 SCURB Element I: Group Identification ................................................................ 95 4.1.1 The Ethos ........................................................................................................ 102 4.2 SCURB Element II: Collective Self-Verification ................................................. 113 4.2.1 Contests .......................................................................................................... 114 4.2.2 Collective Self-Verification at the Skatepark: Informal Competition ............ 117 4.2.3 Looking for Collective Self-Verification and the Role of Knowledge .......... 132 4.2.4 Collective Self-Verification of Style: Combination of Brands & Tricks: Under the Gaze of Others ............................................................................... 139 4.2.5 The “Trick” to Strategic Collective Self-Verification: When to Self- Symbolize ....................................................................................................... 156 4.2.6 The Crew: Strategic Collective Self-Verification: Creating Allies ................ 162 4.2.7 Strategic Collective Self-Verification: Getting it Right on Video ................
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