Loyalitet i praksis En etnologisk kulturanalyse af fænomenet den loyale forbruger Breddam, Mads Dupont Publication date: 2015 Document license: CC BY-NC-ND Citation for published version (APA): Breddam, M. D. (2015). Loyalitet i praksis: En etnologisk kulturanalyse af fænomenet den loyale forbruger. Det Humanistiske Fakultet, Københavns Universitet. Download date: 27. sep.. 2021 Loyalitet i praksis En etnologisk kulturanalyse af fænomenet den loyale forbruger Ph.d.-afhandling af Mads Dupont Breddam Afdeling for Etnologi Saxo-Instituttet, Københavns Universitet Hovedvejleder: Tine Damsholt Bivejleder: Torben Elgaard Jensen Indleveret til bedømmelse: August 2015 2 Indholdsfortegnelse Taksigelser ........................................................................................................................................................................................ 8 Prolog .................................................................................................................................................................................................. 9 Praksiografi og multiple fænomener ......................................................................................................................... 11 Kapitel 1: Indledning.................................................................................................................................................................. 14 Projektets placering som en del af en forskningsalliance ..................................................................................... 15 Loyalitet og loyalitetsprogrammer ................................................................................................................................. 16 Loyalitetsprogrammer .................................................................................................................................................... 17 Loyale, politiske og nyttemaksimerende forbrugere.......................................................................................... 18 Afhandlingens positionering ............................................................................................................................................. 20 Forretningsorienteret forskning ................................................................................................................................. 20 Antropologiske undersøgelser ..................................................................................................................................... 22 STS-inspireret forskning................................................................................................................................................. 23 Afrunding .............................................................................................................................................................................. 25 Den loyale forbruger som afhandlingens multiple fænomen .............................................................................. 26 Forskningsspørgsmål ....................................................................................................................................................... 27 Perspektiveringer af den loyale forbruger .................................................................................................................. 28 Diagnoser .............................................................................................................................................................................. 28 Brugerdreven innovation ............................................................................................................................................... 29 Afrunding: Co-op ................................................................................................................................................................ 32 Kapitel 2: Nogle væsentlige historiske og aktuelle træk ved Coop ......................................................................... 34 Betegnelser og fakta .............................................................................................................................................................. 35 Fællesforeningen for Danmarks Brugsforeninger ............................................................................................... 36 Coop......................................................................................................................................................................................... 37 CoopPlus ................................................................................................................................................................................ 38 Fire typer økonomiske fordele ..................................................................................................................................... 38 PlusPoint ............................................................................................................................................................................... 38 PlusTilbud ............................................................................................................................................................................. 39 Medlemstilbud .................................................................................................................................................................... 40 Partnertilbud - 'PlusDeal' ............................................................................................................................................... 40 CoopPlus-portalen ............................................................................................................................................................. 40 Foreningslogik og forretningslogik ................................................................................................................................. 41 3 Foreningslogik .................................................................................................................................................................... 42 Forretningslogik ................................................................................................................................................................. 45 Afrunding .............................................................................................................................................................................. 47 FDB og dividenden ................................................................................................................................................................. 48 Dividende og dividendepausen fra 1975 ................................................................................................................. 48 Afrunding: Nyt loyalitetsprogram og medlemsbonus i 1996 .......................................................................... 51 Aktuel markedsføring: FDB - gør hverdagen bedre ................................................................................................. 52 Afslutning: To idealversioner af den loyale forbruger ............................................................................................ 54 Kapitel 3: Teoretiske resurser og fremgangsmåde ....................................................................................................... 57 Indledning ................................................................................................................................................................................. 57 STS ........................................................................................................................................................................................... 57 Praksiografisk STS som teori ............................................................................................................................................. 58 Versioner og relationer i Mols praksiografi ............................................................................................................ 59 Øvrige teoretiske resurser .................................................................................................................................................. 60 Diskurser og ordninger ................................................................................................................................................... 61 Kalkuleringer, kvalkuleringer og kalkeringer........................................................................................................ 63 Praksisser og performativ STS ..................................................................................................................................... 65 Afrunding .............................................................................................................................................................................. 67 Fremgangsmåde og praksiografisk STS som metode .............................................................................................. 68 Interview og praksiografi .................................................................................................................................................... 69 Feltarbejde og felter .............................................................................................................................................................