| 1. |
- Nilsson, Johan
(författare)
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Producing consumers : market researchers' selection and conception of focus group participants
- 2020
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Ingår i: Consumption, markets & culture. - : Informa UK Limited. - 1025-3866 .- 1477-223X. ; 23:4, s. 376-389
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Tidskriftsartikel (refereegranskat)abstract
- This article inquires into how market researchers produce a relationship between subjects of study and objects of knowledge in consumer research. The relationship is explored through the routines that a group of market researchers use to select and exclude research subjects. Adding to studies of how market research and other marketing activities establish their objects of knowledge in terms of performing and construction, the article draws attention to how recruitment shapes respondents: research participants are selected through principles beyond clients' recognition of their customers, issues of representativity or resemblance to targeted groups. Selection practices are explored through notes from participant observation and interviews at the research firm studied, as well as the recruitment forms that are used to undertake selection. The assessed recruitment shows researcher concern over identifying respondents useful for producing descriptions of consumers and how common features of a targeted group may be excluded in this production.
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| 2. |
- Schneider, Tanja, et al.
(författare)
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Technologies of ironic revelation : Enacting consumers in neuromarkets
- 2012
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Ingår i: Consumption, markets & culture. - : Routledge. - 1025-3866 .- 1477-223X. ; 15:2, s. 169-189
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Tidskriftsartikel (refereegranskat)abstract
- Neuroscience is increasingly considered a possible basis for new business and management practices. A prominent example of this trend is neuromarketing – a relatively new form of market and consumer research that applies neuroscience to marketing by employing brain imaging or measurement technology to anticipate consumers’ response to, for instance, products, packaging or advertising. In this paper, we draw attention to the ways in which certain neuromarketing technologies simultaneously reveal and enact a particular version of the consumer. The revelation is ironic in the sense that it entails the construction of a contrast between what appears to be the case – consumers’ accounts of why they prefer certain products over others – and what can be shown to be the case as a result of the application of the technology – the hidden or concealed truth. This contrast structure characterises much of the academic and popular literature on neuromarketing, and helps explain the distribution of accountability relations associated with assessments of its effectiveness.
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| 3. |
- Srivastava, Sonali, et al.
(författare)
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Girls’ portrayals in fast fashion advertisements
- 2023
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Ingår i: Consumption, markets & culture. - : Routledge; Taylor & Francis. - 1025-3866 .- 1477-223X. ; 25:6, s. 501-524
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Tidskriftsartikel (refereegranskat)abstract
- This study analyses the visual construction of girls and notionssurrounding young femininities articulated by 15 contemporaryadvertisements of Nordic fast fashion companies, available on theirpublic Facebook pages in Finland. A visual discourse analysis identifiessome blatantly stereotypical and a few complex visual constructions ofgirls as heterosexual, caring, innocent, sexy posers, active self-presentersand self-surveyors, carefree and environmental activists. Theimplications of our findings, particularly in shaping societal notionssurrounding girls, are discussed. The study contributes primarily to theresearch field of visual commercial representation of girls by unpackinghow their complex portrayals can create an equivocation thateventually resurrects stereotypes surrounding young femininities. Itadvances studies on Nordic consumer culture by highlighting that girls’portrayals by Nordic companies may not clearly reflect the values ofstate feminism. The study can benefit marketers by sensitising them to how the complex visual representations of girls may (re)producestereotypes.
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