Commodifying love: value conflict in online dating

Alisa Minina, Stefania Masè and Jamie Smith
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Alisa Minina: IPAG Business School
Stefania Masè: IPAG Business School
Jamie Smith: ISC Paris - Institut Supérieur du Commerce de Paris

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Abstract: We analyse 21 in-depth interviews with online dating service users to understand how consumerist market logic transforms human relationships, challenging the view in consumer research of market capitalism as empowering consumers by showing how neoliberal market ideology can hinder value creation in consumption experiences. Second, we develop the notion of value conflict as an active antecedent of value co-destruction in service settings that generates multiple forms of uncertainty, contributing to negative experiential outcomes. We explain the strategies consumers apply in pursuing romantic love in a shared marketplace while preserving their freedom of choice. Finally, we extend research on multiple value regimes in shared contexts by illustrating what happens when conflicting notions of value are not reconciled between actors.

Keywords: value co-destruction; digital consumption; oonline service consumption; consumer culture theory; value conflict (search for similar items in EconPapers)
Date: 2022-02-07
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Published in Journal of Marketing Management, 2022, 38 (1-2), 98-126 p. ⟨10.1080/0267257X.2022.2033815⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04325600

DOI: 10.1080/0267257X.2022.2033815

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