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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

Under second-round review at: Journal of Consumer Research

Presentation at the CCT Conference 2023

Special Session at EMAC 2024:
Harnessing Relationship Marketing Theory and Practice for Co-Responsibilization

 

In our special session, we proposed co-responsibilization to address societal challenges and demonstrated the role relationship marketing theory and practice could play for 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 EggertLena Steinhoff, Katharina Kessing, Tobias Schaefers, Ina Garnefeld, Eva Böhm, David Woisetschläger

EMAC Special Session 2024

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 EggertMarkus Giesler

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Password Sharing Systems: Agile Consumer Responses to the Subscription Wave and Provider Crackdowns

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Responding to the surge in online subscription services, consumers have widely embraced password sharing. While streaming providers like Netflix previously endorsed this practice, they are now adopting measures to curb it. Through an examination of the Netflix case, my research explores the emergence and evolution of password sharing practices before and after the provider's crackdown.

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