Transgression in marketing: why is it underexplored? Integrative review and research agenda

Pourquoi la transgression en marketing est-elle sous-exploitée ? Revue intégrative et proposition d'un agenda de recherche

Alicia Lefrancois (), Sophie Changeur () and Sophie Balech ()
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Alicia Lefrancois: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Sophie Changeur: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Sophie Balech: CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne

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Abstract: Within the marketing literature, it is quite common to encounter the word "transgression", suggesting that the concept is relevant for the field. However, there is no consensus around its conceptualization within the field of marketing. Using an integrative literature review (Torraco, 2005, 2016 ; Snyder, 2019), this research aims to understand how transgression has been used in marketing in order to lay the foundations for its conceptualization. We used textometry techniques to analyze our 709-marketing-research-article wide corpus. It enabled us to distinguish transgression from other concepts and to build three taxonomies of transgression. At the end of this study, we propose a research agenda aiming to deepen our understanding of the ways in which transgression can be used in marketing, especially what transgression can highlight about gendered consumption practices that are transgressive of gender norms.

Keywords: taxonomy; integrative review; conceptualization; transgression; integrative framework (search for similar items in EconPapers)
Date: 2022-05-18
New Economics Papers: this item is included in nep-dem and nep-mkt
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Published in 38ème Congrès international de l'Association Française du Marketing (AFM), May 2022, Tunis, Tunisie

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