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Torbjörn Hjort. Foto: Privat.

Torbjörn Hjort

Universitetslektor | Docent i socialt arbete

Torbjörn Hjort. Foto: Privat.

Hidden consumers in marketing - the neglect of consumers with scarce resources in affluent societies

Författare

  • Torbjörn Hjort
  • Karin M Ekström

Summary, in English

Abstract Research in marketing has neglected economic scarcity in affluent

societies, with a few exceptions. Many affluent states are today facing financial difficulties and a global belief in the market as self-regulating, and in de-regulation have led to a focus on consumer agency. This has also contributed to a widening gap regarding opportunities to consume in affluent societies. The purpose of this article is to bring attention to the importance of considering economic scarcity in affluent societies among marketers in studies on consumption by using theoretical concepts from welfare studies such as inclusion and exclusion, participation and inequality. Researchers who ignore the consequences of the lower strata in the income hierarchy disregard the complexity of consumption. It is argued that regardless of income, we are all consumers, but with different opportunities and abilities. The hegemony of free choice needs to be challenged.

Avdelning/ar

  • Socialhögskolan

Publiceringsår

2009

Språk

Engelska

Sidor

697-712

Publikation/Tidskrift/Serie

Journal of Marketing Management

Volym

25

Issue

7-8

Dokumenttyp

Artikel i tidskrift

Förlag

Westburn Publishers

Ämne

  • Social Work

Nyckelord

  • Socialcomparison.
  • Participation
  • Inclusion/exclusion
  • Consumption
  • Welfare

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 0267-257X