Consumer resistance and anti-consumption - Insights from the deviant careers of French illegal downloaders

Renaud Garcia-Bardidia (), Jean-Philippe Nau () and Éric Rémy ()
Additional contact information
Renaud Garcia-Bardidia: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jean-Philippe Nau: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Éric Rémy: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: Purpose – This paper aims to study consumer resistance and anti-consumption in the context of illegal downloading of cultural goods in France. This practice is socially constructed as deviant by marketplace actors' moral labeling. To that extent, deviant careers are adopted as an analytic framework to articulate these two concepts. Design/methodology/approach – A comprehensive approach was used. The authors conducted 49 in-depth interviews in 2009. The data collected were then analyzed to build the different steps of downloaders' careers and related identities and practices. Findings – The deviant careers identified shed light on the social construction of resistant identities and specific consumption practices in which social learning and devices play a major role. Accomplished careers enable deviant lifestyles that could be assimilated to anti-consumption in a mundane context. Practical implications – This study could help economic actors to improve their understanding of illegal downloaders' statements, motivations, and behaviors. It gives them clues to anticipate the massive changes in consumer culture occurring through dematerialization of cultural goods. Originality/value – This study sheds light on the distinctive features of consumer resistance and anti-consumption in a case of everyday and secret deviance strengthened by marketplace actors' moral labeling. It then helps to articulate these concepts through profiles related to downloaders' careers.

Keywords: Illegal downloading; Consumer resistance; Anti-consumption; Deviant careers; Ethics; France (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (5)

Published in European Journal of Marketing, 2011, 45 (11/12), pp.1789-1798. ⟨10.1108/03090561111167423⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02974385

DOI: 10.1108/03090561111167423

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