Unitguide2016updated(3) by John Brissenden

CONSUMER FUTURISING PROMOTIONAL CULTURES & COMMUNICATION CENTRE

2016-17 unit guide Learning and teaching resources

Dr. Janice DenegriKnott Dr. Rebecca Jenkins

WELCOME TO CONSUMER FUTURISING

Congratulations. You have now joined the Promotional Cultures & Communication Centre (PCCC) This is a specialist unit on consumer insight generating research. It is not about consumer psychology or persuasion. It is about understanding consumer culture, embedded and made manifest in everyday life through consumption practices. It is about leveraging this understanding to develop consumer insights but also new methods for generating them. This is how we futurise. From our approach, consumption is seen as a fertile site for reflexive, meaning and sense making. We want to understand the complex dynamic between consumer actions, the marketplace, objects, artefacts and cultural meanings. As a result of this unit you should therefore be more sensitive to consumption as culture and you should have the intellectual and practical tools to explore consumer cultures in an academically rigorous way. This also means that you should be able to make marketing and communications decisions based on such insights. Much of what is we set out to do is inevitably tentative and ‘work in progress’. We have written this unit guide as a broad guide of areas that we wish to cover theoretically and those we wish to explore in more detail and at an empirical level.

The areas that we will focus on are linked to those that PCCC is researching, and therefore the work we do aspires to contribute, modestly, to consumer culture theory and research, for example through our papers at the Association for Consumer Research (ACR), European Association for Consumer Research (EACR) and Consumer Culture Theory (CCT) conferences and in journals such as Consumption, Markets and Culture, Journal of Macromarketing, Journal of Consumer Culture and Journal of Consumer Behaviour. So aside from our belief that marketing and managed communications benefit strongly from consumer culture insights, this unit is also about your practice as an academic scholar. We will learn by doing, discussing and re-doing consumer research. Provided you are happy with the label, you are by virtue of signing up to this unit, members of PCCC. As a member we expect as much of you, as we expect from ourselves. You join anFilter exemplary group of students, whose award winning research has been published in the Journal of Promotional Communications; Journal of Marketing Management and the Journal of Consumer Behaviour. Welcome, we look forward to working with you.

Ë DR.JANICE DENEGRI-KNOTT © Duarte, Inc.

Ë DR. REBECCA JENKINS2014

UNIT PLAN The aim of this unit is to create industry relevant, commercially viable practices for generating consumer insight underpinned by related academic theory and research. The unit equips students with a critical understanding of consumer culture theory and research as a basis for developing frameworks for the analysis of consumer related issues. It also nurtures students’ authorial voice and confidence in making knowledge based contributions to the field of consumer culture research.

Learning outcomes 1. Critically understand state of the art sociological and cultural anthropological theories informing the study of consumer cultures and societies; 2. Critically assess the relationship between marketing, managed communications, society and consumption; 3. Develop techniques for the analysis, evaluation and synthesis of data from a wide variety of research methods;

More specifically, students will gain a critical appreciation of state of the 4. Design and implement art thinking within consumer innovative consumer insight culture studies and consider generating methods; their applicability in developing frameworks to generate commercially viable 5. Contribute to consumer insights. Students will be research with insight on required to critique current consumer behaviour and practices of insight culture; generation within industry, develop techniques for the 6. Practice consumer insight analysis and evaluation of generating in an innovative, consumer insights and are encouraged to create new knowledgeable, skilled, approaches to generating critical and responsible way consumer insight and apply it to a commercial context Slidedocs™ is a trademark of Duarte Press LLC. All rights reserved.

Learning and Teaching Methods The unit will be delivered via a series of student-centred workshops, boot camps, peerreview surgeries, and tutorials. Emphasis is placed on collaboration between staff and students to produce an interactive and collegiate learning environment. A variety of learning and teaching strategies will be used to facilitate the development of the necessary intellectual skills to meet the unit’s aims. Typically, this will include theory focused workshops, invited expert talks, directed reading, student led activities, and fieldwork. Lectures will invite debates on key areas outlining the major theories and methods. Follow up workshops will be used to discuss and question theoretical and methodological tools available to generate consumer insights . This will enable students to understand material covered as well as honing the intellectual skills necessary to produce insights on contemporary consumer cultures and methods to produce them. © Duarte, Inc. 2014

UNIT PLAN

Indicative content Mapping out consumer culture and society studies: Sociology of consumption, consumer culture theory and the historical development of consumer cultures and societies. Mapping out emerging thematic areas in the study of consumer behaviour and cultures like but not limited to: access based consumption, liquid consumption, digital virtual consumption, consumer imagination, identity and moral consumer work, consumer subjectivity.

Critiquing marketing, managed communication and the production of consumer cultures and societies. The role of marketing and managed communications in the structuring and promotion of new consumer spaces and practices Creating and commercialising academic research for industry

Game changing theoretical and methodological models in consumer research like practice theory, phenomenological storytelling, behavioural economics and actor network theory. Critiquing insight generating approaches and methods within consumer culture research

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KEY TEXTS Insight Generating Methods Alba, J. 2011. Consumer Insights: Findings from Behavioral Research, USA: MSI Relevant Knowledge Series Ariely, D. 2009. Predictably Rational, the Hidden Forces that Shape our Behaviour, London: Harper Collins Barden, P. 2013. Decoded: The Science Behind Why We Buy, London: John Wiley and Sons Bridger, D. 2015. Decoding the Irrational Consumer, Philadelphia: Kogan Page Dichter, E. 1986. Ernest Dichter: Motive Interpreter, Journal of Advertising Research, 1: 15-21

Holt, D. and Cameron, D. 2010. Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford: OUP McCracken, G. (1986). Culture and Consumption: A Theoretical Account of the Structure, Journal Of Consumer Research, 13(1): 71 Rapaille, C. (2006) The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, New York: Broadway Books Zaltman, G. and Zaltaman. 2008. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers, Harvard: Harvard Business School Press

Zaltman, G. 2014. Are You Mistaking Facts for Insights, Journal of Advertising Research, December: 363-376

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ASSESSMENT The unit will be assessed both by 100% coursework

Consumer Insights Paper The assignment gives you an opportunity to research an area that interests you in depth and to apply and challenge your understanding of consumer culture theory. This assignment will be completed in small groups of approx. 3 students. You will be writing a research paper aimed at the Journal of Promotional Communications Consumer Futurising Methods This assignment is a presentation based on the development of an insight generating method that, as a group, you have developed for your research project. You will present in your groups, but be awarded an individual mark

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Assingment Brief

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Coursework Assignment Brief

2016/17

Programme Title: BA Advertising; BA Marketing Communications; BA Public Relations

Level 6

Unit Title: Consumer Futurising Faculty of Media and Communication

Title of Brief: Group Research Paper

This assignment is a sub element of coursework worth 70% of the overall unit mark (Each piece of coursework may vary according to the unit)

THE BRIEF The assignment gives you an opportunity to research an area that interests you in depth and to apply and challenge your understanding of consumer culture theory. This assignment will be completed in small groups of approx. 3 members. Each group will work on one of three broad topic areas, and will be required to develop a research project related to a specific aspect within one of these, which will be discussed, negotiated and agreed upon. The broad areas of investigation will fall under the following 3 topics: Digital/Virtual Possession Access Based Consumption Extended Mind The key elements You should write your paper as though it is going to be submitted to the Journal of Promotional Communications (style guideline available on myBU under assessment and in the journal website http://www.promotionalcommunications.org/index.php/pc/about/submissions#onlineSubmissions). In reading different journals in this area you will get a better idea of structures and approaches, but as a guide you might consider that the paper needs to include: 1. An abstract that provides an overview of the paper (not included in word cont) 2. A statement of purpose: An introduction that situates the study within the context of consumer culture research. A specification of the project’s aim and objectives/research questions. 3. A literature review: An overview of relevant existing work that leads to a justified theoretical, or intellectual basis for your analysis 4. A methods section: A summary of your methods and a justification for their use in this context 5. A findings/discussion section: A discussion of key themes and findings in light of previous research. 6. Conclusions: A statement of what the research has found, highlighting areas that still require attention, and recommendations for practitioners if appropriate. 7. Reference list (not included in word count) 8. Appendix (see note below) Note: You need to submit at least one full transcript or other data capture (online postings, archive of photographs, observation notes) as an appendix. Three extra credit points will be awarded for good quality transcripts of remaining interviews or other data capture produced. This assignment addresses the following unit Intended Learning Outcomes: Critically understand state of the art sociological and cultural anthropological theories informing the study of consumer cultures and societies; Critically assess the relationship between marketing, managed communications, society and consumption; Develop techniques for the analysis, evaluation and synthesis of data from a wide variety of research methods; Design and implement innovative consumer insight generating methods; Contribute to consumer research with insight on consumer behaviour and culture; Practice consumer insight generating in an innovative, knowledgeable, skilled, critical and responsible way

Assessment Criteria Overall we will mark your work as we might review an academic paper although we will of course allow for your level of study and experience. This means that we are asking questions such as: ‘does this tell me something interesting about consumer cultures?’; ‘do I have confidence in the theoretical or intellectual foundations of the paper (the lit review)?’; ‘is the method rigorous and appropriate to the questions asked?; ‘are the findings well organised?’; ‘is the paper well written?’, and; ‘are the conclusions insightful and reasonable?’. We might put this more formally as the following set of criteria: 1. Originality in the overall conception of the project 10% We will reward projects that ask original questions and/or that conceive of problems in new and engaging ways. 2. Use of literature 20% We will reward projects that make effective use of existing literature and that demonstrate a good critical understanding of the field 3. Methods and data 30% We will reward ambition and sophistication in the development of methods and in the quality of data collected. 4. Analysis and conclusions 30% We will reward projects that provide detailed and insightful analysis of the data and that are therefore able to draw meaningful conclusions. 5. Presentation of work 10% We will reward work that is well-written and largely free from errors in spelling, grammar and referencing. You should try to think carefully about what makes a good journal paper. Your paper should read like a journal paper – a coherent, flowing paper that makes use of subheadings. You will have several opportunities to receive formative (informal) feedback from your tutors and colleagues on your work at different stages in the process via presentations of work-in-progress in class and in tutorials. You will get feedback that may include specific recommendations about what needs to be changed, developed or expanded and you should take careful note of that. However you should note that your performance in work-in-progress presentations and discussions in tutorials may not be a reliable indication of the overall quality of the paper you submit. If there are areas of your work that you are not certain about you might want to signpost these to obtain formative feedback rather than attempt to hide them. These presentations do not contribute to your final mark but are vitally important in helping you to shape the final project - you will be encouraged to reflect on this when finalising your project. Notes on teamwork: You will receive a group mark for the project, however, your team may choose to redistribute marks to reflect individual performance. For example a group of 3 may agree that one member deserves an additional 6 marks because of the additional effort they invested in the project and the other two members therefore give up 3 marks each to accommodate this. Where you do this, all team members must confirm in writing that they are in agreement. Failure to provide written agreement from all group members will result in the team being awarded equal marks. You must agree the redistribution of marks BEFORE the work is returned to you. In exceptional circumstances a team may sack one or more members. To do this you need to provide the team member with a formal warning of your intention to do this and the tutor must be also be informed. The team member must also be given a reasonable opportunity to address any weaknesses in their contribution before being sacked. You should also keep evidence in the form of records of meetings and tasks so that this can be presented should a team wish to sack a member. The final decision to sack a team member rests with the tutors who will examine the evidence and in such a case a mark of zero will be awarded to any sacked team member.

SUBMISSION DETAILS This assignment must be submitted online via Turnitin. 8000 maximum word count, excluding abstract and reference list.

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Faculty of Media and Communication

Coursework Assignment Brief

Academic Year 2016/17

Programme Title BA Advertising; BA Maketing Communications; BA Public Relations

Level 6

Unit Title: Consumer Futurising

Title of Brief: In class Presentation

This assignment is a sub element of coursework worth 30% of the overall unit mark (Each piece of coursework may vary according to the unit)

THE BRIEF You will give a presentation in your project groups and provide a hardcopy executive document for a potential client, however, each group member will be responsible for a particular element of the presentation and will receive an individual mark for this assignment. The presentation will be based on the development of an insight generating method that, as a group, you have developed for your research project. The three elements of the presentation: (each group member to be responsible for one of the below): •

Theory A review of relevant theory that informs the development of your insight generating method and explanation of the theoretical position you are adopting.

•

Methodological construction An explanation of how you developed the insight generating method. Here you should illustrate consistency with the theoretical position that was outlined (in part one - above)

•

Application (piloting and evaluation) A description of how you piloted the method and an evaluation of how well it worked. Here you should consider accepted evaluation criteria for qualitative research methods and assess your method against them.

The presentation should be approximately 20 minutes long, divided as equally as possible between the group members and their individual sections. The accompanying executive document should be a ‘slide doc’ produced in powerpoint (your unit tutor will provide you with details of this). It should act as a take-away guide to your presentation and insight generating method. This assignment addresses the following unit Intended Learning Outcomes: •

Develop techniques for the analysis, evaluation and synthesis of data from a wide variety of research methods;

•

Design and implement innovative consumer insight generating methods;

•

Practice consumer insight generating in an innovative, knowledgeable, skilled, critical and responsible way

Assessment Criteria Ability to explain theoretical perspectives and concepts that inform your insight generating method 25% Level of critical engagement with relevant theoretical and methodological approaches and issues informing your insight generating method 25% • Development of an appropriate, theoretically-informed insight generating method 25% • Quality of accompanying executive document and presentation skills 25% You will have a variety of opportunities to receive formative (informal) feedback on your insight generating method from tutors and colleagues as well as industry experts who will be delivering workshops on consumer insight research. • •

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ETHICS Note: Misconduct in academic research is serious and where a breach of ethics is identified, it can result in students not being allowed to use data and may mean a mark of zero is awarded or lead to assessors making a significant reduction in your Research ethics overall mark (on the grounds of poor research design/methods/execution and All research has ethical implications, and yours inadequate engagement with best will be no exception. Keep the ethicality of your research in the forefront of your mind throughout. disciplinary practice). The ethical implications of research are discussed well in most of the main research methods textbooks and where appropriate will be covered in lectures/seminars/set readings.

In addition, you should be aware of the BU Research Ethics Code of Practice which can be found at http://blogs.bournemouth.ac.uk/research/files/ 2012/09/8B-Research-Ethics-Code-ofPractice_February-20142.pdf. BU also has a Research Ethics Toolkit, which can be located here: http://blogs.bournemouth.ac.uk/research/re searcher-toolbox/research-ethics/. Each group will be required to complete an individual Ethics Checklist - your seminar tutor will advise you of this and will also advise you on the appropriate professional judgment in this review. Please note, ethics approval must be granted prior to the collection of data.

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Study Programme

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Learning and Teaching Resources

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PROGRAMME Dates

Session

Activity

Friday 30 September

JDK-RJ 9AM-11AM

Induction:1. Introduction to the unit and assignment briefing. Overview of PCCC, key project areas.

Friday 30 September

RJ 2PM-4PM

Workshop 1: Consumer insight generating theories

Friday 7 October

JDK 9AM-11AM

Theory boot camp 1: Moving things. Market and non-market access based consumption, biographies, cycles. Workshop 2: Generating data 1.

Reading discussion

Writing exercise: Think about a thing that you once cherished and used very regularly but no longer do.

Friday 7 October

RJ 2PM-4PM

w/c 10 October

Reading Groups: Possession and divestment

Friday 14 October

JDK 2hr workshop 9AM-11AM

Theory boot camp 2: Digital/Virtual Consumption

Workshop 3: Generating theoretically driven insights

Friday 21 October

RJ 2h workshop, 2PM4PM

Reading discussion

Writing exercise: Deriving insights from self reflective narratives on possession using theoretical concepts

In this session we will also cover key characteristics of good consumer culture research writing.

Friday 28 October

JDK-RJ 2hr workshop 9AM-11AM

Workshop 4: Brainstorming. In this session we will brainstorm research project ideas and allocate research teams. We will also go over the assignment briefs.

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PROGRAMME Week commencing

Session

Activity

Friday 28 October

RJ 2PM-4PM

Industry Interlude: COG

Wednesday 2 November

1PM-3PM, venue: Inspire lecture theatre

Industry interlude: Hope & Anchor

Wednesday 2 November

FMC Cross Faculty Seminar Session 3PM-4PM, venue: F2O5

Interlude: Professor Shona Bettany, Liverpool John Moores University

Friday 4 November

JDK, 9AM-11AM

Methods boot camp: Review of interpretative methods, Contribution statements 1) Aim 2) Theoretical context 3) Foreseen contribution. Post on PCCC blog

Workshop 5: Generating methodologically driven insights

Friday 4 November

RJ 2PM-4PM

w/c November 7

Reading week

w/c November 14

Tutorials

Reading discussion

Writing exercise: Deriving insights from self reflective narratives on possession using any of the following: phenomenology, ethnography, practice theory, ANT.

Methodological statement. Post on the PCCC website

Workshop 6: Consumer Futurising, designing your insight generating method

Friday November 18

JDK 9AM-11AM

w/c November 21

Tutorials

Using existing consumer insights processes as a starting point you will designing a new insight generating method.

Data collection and interpretation

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PROGRAMME Week commencing

Session

Activity

Workshop 6: Consumer Futurising, designing your insight generating method

Friday 25 November

Using existing consumer insights processes as a starting point you will designing a new insight generating method

w/c November 28

Tutorials

Data interpretation. Post core argument and themes on the PCCC website

Friday 2 December

9AM-11AM, 2PM-4PM

Assessed presentation

Friday 9 December

Tutorials

Informal paper presentations. Upload working papers on PCCC website

w/c December 12

Tutorials

w/c January 9

Tutorials

Final feedback session

Your timetable will show ‘lectures’ and ‘seminars’, however we will use these sessions slightly differently.. © Duarte, Inc. 2014

INDICATIVE KEY LEARNING RESOURCES

• • •

These are just some of the books we have read and found interesting. For this unit you should be prepared to explore other texts and then think about what they tell us about consumer culture. Remember, key here is developing interesting things to say about consumption rather than ‘memorising’ an existing body of work summarised through lecture notes. You must read of course, but your attention should be on the intellectual skills of enquiry and sense making. For example, you will note that not all of these books are explicitly about consumption. That’s important. We might gain much by exploring what broader sociologies and critical approaches can tell us about consumer cultures.

• • • • • • • • • • • • • •

Arnould, E., Price, L. and Zinkhan, G. 2004. Consumers, 2nd Edition, USA: McGraw-Hill Bauman, Z. 2007. Consuming Life, Oxford: Polity Bourdieu, P 1989) Distinction: A Social Critique of the Judgement of Taste; Routledge Campbell, C. 1987. The Romantic Ethic and the Spirit of Modern Consumerism, UK: IDEAS Cohen, P and Taylor, L. 1992. Escape Attempts; Routledge 2nd Edition) Douglas, M. and Isherwood, B. 1979. The world of goods, USA: Routledge De Certeau, M. 1984. The Practice of Everyday Life. Firat, F.A. and Dholakia, N. 1998. Consuming People, From Political Economy to Theaters of Consumption, Great Britain: Routledge Fromm, E. ([1976]2001) To Have or To Be, London: ABACUS Gabriel, Y. and Lang, T. 2004. The Unmanageable Consumer, Contemporary Consumption and its Fragmentation, London: Sage Publications Goffman, E. The Presentation of the Self and Everyday Life. Lee, M.J. 2000. The Consumer Society Reader, USA: Blackwell Publishing McCracken, G. 1987. Culture and Consumption, USA: Indiana University Press McCracken, G. 2006. Culture and Consumption, Markets, Meanings and Brand Management, IUP Miller, D. 1992. Consumption: Critical Concepts in the Social Sciences (Four Volume Set) Slater, D. 1997) Consumer Culture and Modernity, UK: Polity Schor, J.B. and Holt, D.B. 2000. The Consumer Society Reader, New York: The New Press

INDICATIVE KEY LEARNING RESOURCES Useful Websites PCCC includes blog postings by members of the PCCC on specific research interests and more broadly about emerging aspects of consumer culture at large. We have included links to our own research and research papers written by Level 6 students. If you want to become a member of the community let us know. Link: http://promotionalculturescommunicati on.org/ Consumer Culture Theory is the home site of consumer culture researchers. The focus of the material covered here is on the intersection between consumption, cultures and markets. The group also has a facebook group which you can join and where you can engage with established researches in the field. Link: http://www.consumerculturetheory.org/ about Journal of Promotional Communications publishes original research by talented undergraduate and postgraduate students in the fields of marketing advertising, communications, PR, marketing, media studies and consumer culture and behaviour. Research topics that deal with aspects of promotional communications are particularly welcome. The journal promotes research diversity, so any flavour of research is considered.

Culture by is Grant McCrackenâ&#x20AC;&#x2122;s blog on anthropology, economics and consumer culture. Here he discusses contemporary consumer cultures and how an understanding of such cultures can be used to support the marketing function within organisations. The focus is on consumer identity, transformation and the management of cultural meanings. Link: http://cultureby.com/ Association for Consumer Research aims to encourage the exchange of scholarly information among members of academic, industry and government worldwide, the site a useful search engine to source past conference proceedings. Link: http://www.acrwebsite.org Material World is an interactive, online hub for contemporary debates, discussion, thinking and research centred on material and visual culture. It is the brainchild of scholars working in the anthropology departments of University College London and New York University, but aims to create a new international community of academics, students, curators, artists and anyone else with particular interests in material and visual culture. Link: http://www.materialworldblog.com/

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Reading by Session

READING BY SESSION Texts in bold are highly recommended reading. As a group we will decide on extra reading throughout the unit and you should be prepared to introduce your own articles and perspectives. Workshop 1: Consumer insight generating theories Alba, J. 2011. Consumer Insights: Findings from Behavioral Research, USA: MSI Relevant Knowledge Series Ariely, D. 2009. Predictably Rational, the Hidden Forces that Shape our Behaviour, London: Harper Collins Barden, P. 2013. Decoded: The Science Behind Why We Buy, London: John Wiley and Sons Dichter, E. 1986. Ernest Dichter: Motive Interpreter, Journal of Advertising Research, 1: 15-21 Zaltman, G. 2014. Are You Mistaking Facts for Insights, Journal of Advertising Research, December: 363376

Holt, D. and Cameron, D. 2010. Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands, Oxford: OUP (or How to Build an Iconic Brand, Harvard Business Review) McCracken, G. 1986. Culture and Consumption: A Theoretical Account of the Structure, Journal Of Consumer Research, 13(1): 71 Rapaille, C. 2006 The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, New York: Broadway Books Zaltman, G. 1997. Rethinking Market Research: Putting People Back in, Journal of Marketing Research, 34 (4), 424-438

Theory boot camp 1 Conceptual bases Appadurai, A. 1986. Introduction: commodities and the politics of value. In A. Appadurai (Ed.), The Social Life of Things: Commodities in Cultural Perspective, Cambridge: Cambridge University Press, 3-63 Kopytoff, I. 1986. The cultural biography of things: Commoditization as a process, in The Social Life of Things Commodities in a Cultural Perspective, A. Appadurai (ed). Cambridge: Cambridge University Press, 64-94

Imagining Belk, R.W., Ger, G. and Askegaard, S. 2003. The Fire of Desire: A Multisited Inquiry into Consumer Passion, The Journal of Consumer Research, 30(3):326-351.

Jenkins, R., Nixon, R. and Molesworth, M. 2011. ‘Just normal and homely: The presence, absence and othering of consumer culture in everyday imagining, Journal of Consumer Culture, 11: 261-281

Accessing Bardhi, F. and Eckhardt, G.M. 2012. Access-Based Consumption: The Case of Car Sharing, Journal of Consumer Research, 39(4):881-898 Chen, Y. 2009. Possession and Access: Consumer Desires and Value Perceptions Regarding Contemporary Art Collection and Exhibit Visits,Journal of Consumer Research, 35 (April): 925–940 Jenkins, R., Molesworth, M., and Scullion, R. 2014. The Messy Social Lives of Objects: Inter-personal Borrowing and the Ambiguity of Possession and Ownership, Journal of Consumer Behaviour, 13(2), 131-139

READING BY SESSION Giesler, M. and Humphreys, A. 2007. Tensions between Access and Ownership in the Media Marketplace. Advances in Consumer Research, 34, 696-700 Scaraboto, D. (2015). Selling, sharing, and everything in between: The hybrid economies of collaborative Networks, Journal of Consumer Research, 42(1):152-176 Belk, R. 2010. Sharing. Journal of Consumer Research36(5):715-734 Belk. R. W., Wallendorf, M., & Sherry Jr., J. F. 1989. The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey. Journal Of Consumer Research, 16(1), 1-38.

Possessing Bardhi, F. and Eckhardt, G.M. 2012. Access-Based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(4), 881-898 Csikszentmihalyi, M. and Rochberg-Halton, E. 1981. The Meaning of Things: Symbols and the Self, Cambridge: Cambridge University Press

Belk, R. W., Wallendorf, M., and Sherry Jr., J. F. (1989). The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey. Journal Of Consumer Research, 16(1): 1-38 Watkins, R.D., DenegriKnott, J. and Molesworth, M. (2016). The Relationship Between Ownership and Possession: Observations From the Context of Digital Virtual Goods, Journal of Marketing Management, 32 (1-2):44-70 Denegri-Knott, J., Watkins, R. and Woods, J. 2012. Transforming Digital Virtual Goods into Meaningful Possessions, in M.Molesworth and J.Denegri-Knott (eds). Digital Virtual Consumption, London: Routledge Richins, M. L. 1994. Valuing things: The public and private meanings of possessions. Journal Of Consumer Research, 21(3), 504-521 Bardhi, F., Eckhardt, G.M., and Arnould, E. 2012. Liquid Relationship to Possessions. Journal of Consumer Research, 39(3), 510-529

Karanika, K., and Hogg, M. 2013. Trajectories across the lifespan of possessionself relationships, Journal Of Business Research, 66(7): 910-916 Belk, R., Wallendorf, M.,Sherry, J, Jr., and B. Holbrook, M.1991.,"Collecting in a Consumer Culture", in SV Highways and Buyways: Naturalistic Research from the Consumer Behavior Odyssey, eds. Russell Belk, Provo, UT : Association for Consumer Research, Pages: 178-215

Kirk D,. And Sellen A. 2010. On Human Remains, Values and Practice in the Home

Dion, D, Sabri, O, and Guillard, V 2014, 'Home sweet messy home: Managing symbolic pollution', Journal Of Consumer Research, 41 (3):565-58 Gregson, N, Metcalfe, A, and Crewe, L. 2009. 'Practices of Object maintenance and repair', Journal of Consumer Culture 9 (2): 248-272 Transferring Sherry, J.F. 1983. Gift Giving in Anthropological Perspective, Journal of Consumer Research 10: 157–168 Lastovicka, J. and Fernandez, K. 2005. Three Paths to Disposition: The Movement of Meaningful Possessions to Strangers, Journal of Consumer Research: 31(4): 813-823.

Archiving of Cherished Objects. Transactions on Computer-Human Interaction 17(3): 1–43 Magaudda, P. 2010. When Materiality ‘Bites Back’, Digital Music Consumption Practices in the Age of Dematerialization. Journal of Consumer Culture, 11 (15): 15-36 Molesworth, M., Watkins, R. and Denegri-Knott, J. (2016) Possession Work on Digital Consumption Objects and Consumer Ensnarement, JACR

Epp, A. and Price, L. 2010. The Storied Life of Singularized Objects: Forces of Agency and Network Transformation, Journal of Consumer Research: 36(5):820-837 Denegri-Knott, J. and Molesworth, M. 2009. I'll Sell This and I'll buy Them That': EBay and the Management of Possessions as Stock, Journal of Consumer Behaviour, 8 (6)

READING BY SESSION Theory boot camp 2: Digital/virtual consumption Bajde, D. 2013. Consumer culture theory (re)visits actor-network theory: Flattening consumption studies. Marketing Theory, 13(2): 227-242 Epp, A.M. and Price, L.L. 2010. The Storied Life of Singularized Objects: Forces of Agency and Network Transformation. Journal of Consumer Research, 36 (5), 820–837 Rinkien, J., Jalas, M. and Shove, E. 2015. Object Relations in Accounts of Everyday Life, Sociology Latour, B. 1992. Where Are the Missing Masses? The Sociology of a Few Mundane Artifacts IN: Bijker, W.E. and Law, J. (eds) Shaping Technology/Building Society: Studies in Sociotechnical Change. Cambridge, Massachusetts: MIT Press: 225-258 Verbeek, P. P. 2006. Persuasive Technology and Moral Responsibility, Toward an ethical framework for persuasive technologies Clark, A. and Chalmers, D. 1998. The Extended Mind

Denegri-Knott, J., and Molesworth, M. 2013. Redistributed consumer desire in digital virtual worlds of consumption. Journal Of Marketing Management, 29(13/14): 1561 Zwick, D. and Dholakia, N. (2006b) The Epistemic Consumption Object and Postsocial Consumption: Expanding ConsumerObject Theory in Consumer Research. Culture, Markets, and Consumption, 9(1): 1743 Hutchins, E. 2000. Distributed Cognition, IESBS Denegri-Knott, J. 2015. MP3, Consumption, Markets & Culture Denegri-Knott, J., Molesworth, M. and Jenkins, R (2015). Human/Digital/Material Hybrids as Consumer Mind Extensions. Special Session submission to Advances in Consumer Research Conference, New Orleans Bettany, S. and Daly, R. 2008. Figuring companionspecies consumption: A multi-site ethnography of the post-canine Afghan Hound, Journal of Business Research, 61,

Grayson, K. and Shulman, D. 2000. Indexicality and the Verification Function of Irreplaceable Possessions: A Semiotic Analysis, Journal of Consumer Research, 27 (1): 17 Watkins, R. 2015. Conceptualising the Ontology of Digital Consumption Objects ,in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 275-281

Phenomenology Thompson, C.J., Locander, W.B. and Pollio, H.R. 1989. Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology. Journal of Consumer Research, 16(2: 133–146 Arnould, E.J. and Fischer, E. 1994. Hermeneutics and Consumer Research. Journal of Consumer Research (11): 55-70

Ethnography

Cayla, J., and Arnould, E. 2013. Ethnographic Stories for Market Learning. Journal Neff, G. and Nafus, D. 2016. Of Marketing, 77(4):1-1 Self-Tracking, Cambridge, Peñaloza, L. 2001. MA: MIT Press Consuming the American West: Animating Cultural Workshop 3: Meaning and Memory at a Generating theoretically Stock Show and Rodeo. Journal of driven insights Consumer Research, (3): 3

Workshop 4: Brainstorming

Workshop 5: Generating methodologically driven insights Giesler, M. and Thompson, G. (2016 forthcoming), A Tutorial in Consumer Research: Process Theorization in Cultural Consumer Research, Journal of Consumer Research

Critical history and discourse analysis Askegaard, S., and Linnet, J. 2011. Towards an epistemology of consumer culture theory: Phenomenology and the context of context. Marketing Theory, 11(4), 381-404

READING BY SESSION Minowa, Y., Khomenko, O. and Belk, R. W. 2011. Social Change and Gendered GiftGiving Rituals: A Historical Analysis of Valentine’s Day in Japan. Journal of Macromarketing, 31(1): 4456 Hand, M., and Shove, E. 2000. Orchestrating concepts: kitchen dynamics and regime change in good housekeeping and ideal home, 1922-2002, Home Cultures, 1(3): 235-256

Law, J. 2003. Making a Mess with Method, published by the Centre for Science Studies, Lancaster University, Lancaster LA1 4YN, UK, at http://www.comp.lancs.ac.uk /sociology/papers/LawMaking-a-Mess-withMethod.pdf Reckwitz, A. 2002. Toward a Theory of Social Practices: A Development in Culturalist Theorizing, European Journal of Social Theory, 5(2): 243

Techniques Sunderland, P. 2006. Entering entertainment: creating consumer documentaries for corporate clients, in Handbook of Qualitative Research Methods in Marketing. R. Belk (ed). USA: Edward Elgar Publishing Lt;371. Levy, S. 2006. The consumption of stories, in Handbook of Qualitative Research Methods in Marketing. R. Belk (ed). USA: Edward Elgar Publishing Lt; 453-

Practice Theory-ANT: Bajde, D. 2013. Consumer culture theory (re)visits actor-network theory: Flattening consumption studies, Marketing Theory, 13(2): 227-242 Halkier B, Katz-Gerro T, Martens L. 2011. Applying practice theory to the study of consumption: Theoretical and methodological considerations, Journal Of Consumer Culture [serial online]11(1):3-13 Warde, A. (2014). After taste: Culture, consumption and theories of practice, Journal Of Consumer Culture, 14(3): 279-303.

Warde, A. 2005. Consumption and Theories of Practice. Journal of Consumer Culture, 5(2): 131-153 Watson, M. and Shove, E. 2008. Product, Competence, Project and Practice: DIY and the Dynamics of Craft Consumption, Journal of Consumer Culture, 8(1): 6989

Kozinets, R. and Belk, R. 2006. Camcorder society: quality videography in consumer and marketing research, in Handbook of Qualitative Research Methods in Marketing. R. Belk (ed). USA: Edward Elgar Publishing Ltd; 335-. Martin, D., Schouten, J. and McAlexander, J. 2006. Reporting ethnographic research: bringing segments to life through movie making and metaphor, in Handbook of Qualitative Research Methods in Marketing. R. Belk (ed). USA: Edward Elgar Publishing Lt; 361

Hill, T., Canniford, R. and Mol, J. 2014. Nonrepresentational marketing theory, Marketing Theory, 4 (4): 377-394

Data Interpretation Goulding, C. 1999. Consumer research, interpretive paradigms and methodological ambiguities, European Journal of Marketing, 33 (9/10): 859 – 881. James, A. 2012. Seeking the analytic imagination: reflections on the process of interpreting qualitative data, Qualitative Research, 13(5) 562–577, Thompson, C.1997. Interpreting Consumers: A Hermeneutical Framework for Deriving Marketing Insights, Journal of Marketing Research, Vol. XXXIV (November 1997): 438-455 Thompson, C. J., Pollio, H. R., and Locander, W. B., 1989 Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology, Journal of Consumer Research 6 16 (September): 133-146

READING BY WORKSHOP Thompson, C.1990. The Lived Meaning of Free Choice: An ExistentialPhenomenological Description of Everyday Consumer Experiences of Contemporary Married Women, Journal of Consumer Research, 17, 346-361. Spiggle, S. 1994. Analysis and Interpretation of Qualitative Data in Consumer Research. Journal of Consumer Research, 21(3), 491–503. Wallendorf, M., and Belk, R.W., 1989. Assessing Trustworthiness in Naturalistic Consumer Research. Interpretive Consumer Research special edition: 69-84 . Thompson, C.J., Pollio, H., Locander, W., 1994. The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers’ Expressed Meanings. Journal of Consumer Research. 21: 432- 452

Workshop 6: Consumer futurising: Designing your insight generating method Alvesson, M and Sandberg, J. 2011. "Generating research questions through problematization." Academy of Management Review 36.2 (2011): 247-271 Davis, M. (1971) That’s interesting, That's Interesting: Towards a Phenomenology of Sociology and a Sociology of Phenomenology , 1:4 (1971:Dec.) p.309-344 (accessible summary: http://www.sfu.ca/~palys/inte rest.htm)

Workshop 7: Writing boot camp Figueiredo, B., Gopaldas, A. and Fischer, E. (2016, forthcoming) The construction of qualitative research articles: a conversation with Eileen Fischer, Consumption, Markets & Culture, Hogg, M.K. and Maclaran, P. 2008. Rhetorical issues in writing interpretivist consumer research. International Journal 11(2): 130–146 Joy, A. Sherry, J.F., Troilo, G. and Deschesnes, J. 2006. Writing it up, writing it down: being reflexive in accounts of consumer behavior, in R. Belk(ed). Handbook of Qualitative Research Methods in Marketing Research; 345360 Murray, R. 2013. Writing for academic journals, Maidenhead: OUP Arnould, E. Tips for getting published, ACR Newsletter

PCCC Projects

PCCC LIVE PROJECTS Project synopses

Digital/virtual possession

Selected bibliography

The DVC project deals with the consumption of digital virtual spaces like videogames, eBay, Amazon and Second Life, YouTube, Pinterest, etc. as well as consumption of objects within and about those spaces. Conceptually this stream of research is framed by a particular ontology that integrates three domains of lived experience- the abstract space of the mind, the physically material and the spaces located on the screen.

Bardhi, F. and Eckhardt, G.M. 2012. Access-Based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(4), 881-898.

DVC differs from virtual or imaginary consumption— daydreaming or fantasizing where a reality is summoned in the mind of the individual—inasmuch as the object of consumption is experienced as actually real within the parameters of digital virtual spaces created from servers, networks, and digital processors (owned, run, and maintained at a cost and usually for a profit by commercial organizations), and audiovisual equipment (bought or leased by consumers). The devices themselves we see as being coupled to the consumer and extending their cognitive abilities- to think up of new ideas, learn new skills, increase storage for memory (Clark and Chalmers, 1998).

Denegri-Knott, J. and Molesworth, M. 2009. ‘I’ll sell this and I’ll buy them that’: Ebay and the management of possessions as stock. Journal of Consumer Behaviour 8(6): 305–315. Denegri-Knott, J. and Molesworth, M. 2010. Concepts and Practices of Digital Virtual Consumption. Consumption, Markets & Culture, 13(2), 109-132. Denegri-Knott, J., Watkins, R. and Wood, J. 2012. Transforming Digital Virtual Goods into Meaningful Possessions. In M. Molesworth and J. Denegri-Knott (Eds.), Digital Virtual Consumption (pp. 76-91). Oxford: Routledge. Watkins, R., Denegri-Knott, J. and Molesworth, M. (forthcoming) Possession of digital virtual goods, Journal of Marketing Management. Watkins, R., Sellen, A. and Lindley, S. 2015. Digital Collections and Digital Collection practices. Presented at: SIGCHI Conference on Human Factors in Computing Systems, Seoul, Republic of Korea, 18 - 23 April, 2015.Proceedings of the SIGCHI Conference on Human Factors in Computing Systems.

We have studied how DVC is used to co-construct desire for goods-we have looked so far at eBay, wish lists and some videogames. We now want to turn our attention to how consumers deal with their digital virtual stuff, how they order and make sense of what they ‘have’, how they singularize and how they divest. We want to consider differences according to means of access (whether this is through market-based services like Spotify, Netflix, ebooks) and where digital virtual goods are ‘owned’, rather than just leased/accessed).

PCCC LIVE PROJECTS

Access Based Consumption In this project we want to better understand the fast growing, alternative mode of consumption known as access. Access can be characterised according to two defining features; the temporary nature of possession (limited time with/access to an object) and the absence of ownership (possession without ownership) (Bardhi and Eckhardt, 2012). Access can be mediated by the market, for example in cases such as Airbnb, Zipcar or more broadly initiatives and organisations such as community libraries; or it can be non-market mediated, such as interpersonal borrowing and lending. As a relatively new area of consumer culture research, there are a variety of issues to be understood and contributions to knowledge to be made in this area. Access reveals ambiguities in much of what we take for granted about consumption, including issues of exchange, ownership and possession, the meaning of goods and how goods mediate relationships and may complicate our understanding of a good’s biography. There are many contexts or categories in which access has been established and can therefore be studied, from power tools to accommodation, from food to pets, as well as both long and short term periods of access. The context within which access takes place will have an impact on the experience of both users and owners, making access a very nuanced phenomenon. Whereas much research focuses on the experience of ‘users’ – those accessing a good or service – less is understood regarding the role of ‘owners’ or those providing their goods and services for others to access, we see this as a particularly ripe avenue for research.

Source: nursinghometraining.ppt

Selected bibliography Bardhi, F. and Eckhardt, G.M. 2012. Access-Based Consumption: The Case of Car Sharing. Journal of Consumer Research, 39(4), 881-898. Belk, R. 2014. You are what you can access: Sharing and collaborative consumption online. Journal of Business Research 67 (8), 1595-1600 Botsman, R., and Rogers, R., 2010. What’s Mine is Yours: The Rise of Collaborative Consumption. Harper Business Chen, Y. 2009. Possession and Access: Consumer Desires and Value Perceptions Regarding Contemporary Art Collection and Exhibit Visits. Journal of Consumer Research, 35 (April), 925–40. Jenkins, R., Molesworth, M., and Scullion, R. 2014). The messy social lives of objects: Inter-personal borrowing and the ambiguity of possession and ownership. Journal Of Consumer Behaviour, 13(2), 131-139. Schor, J., and Fitzmaurice, C., 2015. Collaborating and connecting: the emergence of the sharing economy in, Reische, L., and Thorgersen, J (eds) Handbook of Research on Sustainable Consumption, Cheltenham: Edward Elgar Publishing, 410-425.

PCCC LIVE PROJECTS

Extended Mind In this project we apply the concept of ‘extended mind’ (Clark and Chalmers, 1998) to consider how digital devices, like tablets, laptops and mobile phones, extend the cognitive capabilities of consumers and consequently enable, enhance or potentially transform practice. Similar to Latour's (1993) notion of hybridization, Clark and Chalmers (1998) talk about external entities (objects) and humans as 'coupled systems'. This coupling can create an extended sociocultural cognitive system (see Hutchins, 2001). When successful, reliable coupling between an individual and an external feature occurs they become 'part of the basic package of cognitive resources that I bring to bear on the everyday world' (Clark and Chalmers, 1998:11). When external components are reduced or removed, however, a de-coupling results in disruption to the practice Various online apps, linked to databases (digital objects), and accessed via hardware (material objects) potentially extend the mind in different ways that are little understood or documented. By ‘extending’ we mean that these ‘hybrids’ are active in driving the cognitive process that augments cognitive capability itself (see Clark and Chalmers, 1998; Menary, 2010). This can also be seen as a form of epistemic action (Kirsh and Maglio, 1994), which demands that links or ‘couplings’ between mind and external object are first made to constitute a new cognitive system that in turn enables or enhances specific practices.

We want to understand the ways in which consumer practices are extended or distributed by digital devices in a range of contexts including, but not limited to: 1. Meal preparation 2. Healthy living 3. Decision-making (wish lists, apps, online reviews) 4. Persuasive tech

Selected bibliography Clark, A. 2010b. Coupling, constitution and the cognitive kind: a reply to Adams and Aizawa Menary, R. (editor), The Extended Mind. Massachusetts Institute of Technology: USA, 81-100 Clark, A. and Chalmers, D. 1998. The Extended Mind Analysis 58 (1): 7-19 Denegri-Knott, J., and Molesworth, M. 2013. Redistributed consumer desire in digital virtual worlds of consumption. Journal Of Marketing Management, 29(13/14): 1561 Neff, G. and Nafus, D. 2016. Self-Tracking, Cambridge, MA: MIT Press Denegri-Knott, J. and Jenkins, R. 2016. The Digital Virtual Dimension of Meal Practices in The Practice of the Meal: Food, Families and the Market place, edited by Benedetta Cappellini, Liz Parsons, David Marshall.

These hybrids can augment the cognitive resources mobilized in decision making, for example, and this has been documented as ‘improvements’ based on access to online information and reviews, including from smartphones (for example, Holmes et al., 2014; Kowatsch and Maass, 2010; Lee and Benbasat, 2010; Von Reischach et al., 2009). © Duarte, Inc. 2014

JPC Author Guidelines

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Cover Page: To include the article title, author (s) name, University affiliation, full address including postal code and country, telephone/fax numbers and email address (indicate which author is primary contact). Author(s) must be listed in the order in which they are to appear in the published article. Title Page: Paper title and a 150-word abstract, in addition to four to six keywords. The Body: Major headings should be centred and use all uppercase letters and subheading flush with the left margin and in lowercase letters. Avoid the use of footnotes. All references should be cited and all citations should be included in the reference list. All abbreviations, acronyms and jargon need to be defined unless they are well known (like BBC).

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