The Rise of the Resilient Consumer
In a landscape of permanent crises, resilience has emerged as a central strategy. Yet, it remains unclear why societies have come to embrace the resilient consumer subject, oriented toward adapting to rather than structurally addressing adversity, as a default expectation. To address this shortcoming, our research conceptualizes resilience as a political rationality for organizing consumer conduct. Studying the COVID-19 pandemic in Germany, we theorize the formation of the resilient consumer subject that, through market participation, embraces the capacities of resourcefulness, rapidity, robustness, and redundancy.
Co-authors: Markus Giesler, Lena Steinhoff, Andreas Eggert
Under third-round review at: Journal of Consumer Research
Special Session at EMAC 2024:
Embracing a Relational Perspective on Responsibility in Marketing
In our special session, we introduced a relational perspective on responsibility for sustainable market behavior. Specifically, we proposed the concept of co-responsibility to address grand challenges and demonstrated the role that actionable co-responsibility initiatives could play in this endeavor. Through interactive small-group discussions with the session attendees, we assessed the potential of our theoretical proposition and identified fruitful research avenues for three different topic areas.
Contributors: Andreas Eggert, Lena Steinhoff, Katharina Kessing, Tobias Schaefers, Ina Garnefeld, Eva Böhm, David Woisetschläger
Special Session at 2022 Winter AMA:
Solidarity in the Marketplace: A Unifying Concept to Address Social Divide
Our special session featured four research projects on solidarity in the marketplace as well as scholars from different marketing subfields. The studies demonstrated (1) how subgroups of consumers can be forced into separate systems of solidarity when the marketplace fails to account for their identities, (2) how strong bonds on the micro level can thwart solidarity, and (3) how consumers and firms can work together to create joint systems of solidarity.
Co-chairs: Lena Steinhoff, Andreas Eggert, Markus Giesler
