research
Understanding the Resilient Consumer
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Consumer resilience has emerged as a prominent crisis response. Yet, it remains unclear why societies have come to embrace consumer resilience, often at the expense of traditional solidarity systems. To address this shortcoming, our research theorizes the formation of the resilient consumer subject as a process of neoliberal governance. Studying the COVID-19 pandemic in Germany, we illustrate this institutional process and identify four resilient consumer prototypes: the prepared, the mindful, the perseverant, and the adaptable.
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Co-authors: Markus Giesler, Lena Steinhoff, Andreas Eggert
Invited for 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.
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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.
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Co-chairs: Lena Steinhoff, Andreas Eggert, Markus Giesler
