Researching and marketing to consumption collectives

Matthew Hawkins ()
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Matthew Hawkins: ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: Consumer researchers have identified a handful of consumption collectives, such as consumption tribes, brand communities, and communities of practice. A consumption collective is a group of consumers who share consumption characteristics. Despite the use of participant screens in other research domains, published consumption collective research rarely reports on participant screens demonstrating their participants are actual members of the specific collective under investigation. Without participant screens researchers may mistakenly attribute conflicts over heterogeneous resources to intra-collective competition when the source may be inter-collective competition. This research demonstrates that consumer researchers can implement a short survey during field interviews as a participant screen. The article concludes by suggesting that marketing strategies and branding messages should be adjusted according to the individual consumer's consumption collective membership status.

Keywords: Consumption collectives; Brand community; Communities of practice; Community marketing; Qualitative research; Consumption tribe; Participant screen (search for similar items in EconPapers)
Date: 2018-09
New Economics Papers: this item is included in nep-cdm, nep-knm and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-01809954
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Citations: View citations in EconPapers (3)

Published in International Journal of Market Research, 2018, 60 (5), pp.517-530. ⟨10.1177/1470785318769594⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01809954

DOI: 10.1177/1470785318769594

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