Consumer movements are resolute and persistent efforts by organized consumer collectives to reimagine elements of culture. Such often use creative public performances promote their causes make movement participation more ludic fun. However, collective creativity within has rarely been an explicit focus research. Using ethnographic methods assemblage theory, this study elaborates how organizes a facilitates its quest for market change. Findings show the Restaurant Day initially emerged as...

Abstract Consumer movements strive to change markets when those produce value outcomes that conflict with consumers’ higher-order values. Prior studies argue consumer primarily seek challenge these by championing alternative values or pressuring institutions market governance mechanisms. Building on and refining theorization regimes, this study illuminates a new type of movement strategy where consumers collaborate construct object pathways. The draws from ethnographic fieldwork in the...

Communal consumption is often described as inherently playful; previous research focuses mainly on successful ludic communal experiences and largely disregards their potential pitfalls. Moreover, the marketer usually seen primary facilitator of experiences, which has marginalized role consumer. This article explores how consumers produce sustain community in face growing instrumental costs. It assumes a practice theory lens based an ethnographic inquiry into cosplay, time- resource-intensive...

Dominant perspectives on technology adoption and consumption tend to be cognitive, instrumental, individualistic. We offer a desire-centered, future-oriented, culturally grounded alternative model called the Disenchanted Enchantment Model (DEM). Drawing historical evidence revised interpretations of theories enchantment disenchantment by Weber Saler, we show that desire is at heart consumption’s enchantments, how its fulfilment temporary, skeptical, ironic. provide an important cultural...

Abstract The ongoing rise of liquid consumption manifests in the growing popularity ephemeral, access-based, and dematerialized forms that contrast with traditional solid characterized by possession strong object relationships. literature already presents a robust understanding what makes appealing to consumers. What has received less attention is co-existence consumers’ lived experiences. Furthermore, does not explain how balance consumers achieve between fluctuates over time. This study...