Immigration, Culture, and Ethnicity in Transformative Consumer Research

David K. Crocket et al

– Tópicos Especiais em Macromarketing – Luiz Valério P. Trindade – 11.11.2011

About the Authors Short Profile David K. Crockett Laurel Ann Anderson Sterling A. Bone Abhijit Roy Jeff Jianfeng Wang Garrett Coble

Bachelor Degree Marketing n.a. n.a. Mechanica l Engineering Management n.a.

School Univers i ty of Missouri at Columbia n.a. n.a. Univers i ty of Al lahabad Peking Univers i ty n.a.

Master Degree Marketing n.a. n.a. Univers i ty of Arizona Marketing n.a.

School Univers i ty of Wiscons in-Whitewater n.a. n.a. n.a. Nanyang Technologica l Univers i ty n.a.

PhD Marketing n.a. n.a. Marketing Marketing n.a.

School Universoty of Arizona n.a. n.a. Boston Univers i ty Univers i ty of Arizona n.a.

Present Filiation Univers i ty of South Carol ina Arizona State Univers i ty Brigham Young Univers i ty Univers i ty of Scranton City Univers i ty of Hong Kong Oklahoma Univers i ty

Position Held Associate Professor Associate Professor Ass is tant Professor Associate Professor Ass is tant Professor PhD Candidate

Research Interests

Sociologica l aspects of consumer

behavior, particularly the

consequences of socia l inequal i ty

She focuses on health

wel l being, and

chal lenges and s trengths

related to poverty, cul ture

and immigration

n.a.

In the domain of

marketing and society

i ssues

Consumer behavior in China;

Socia l networks and marketing;

consumer interests and publ ic

pol icy i ssues ; inter-fi rm

relationship marketing

n.a.

n.a.

n.a.

n.a.

Picture

Overal Grade as a

Teacher3.8 2.0 4.5 4.3

Transformative Consumer Research

Transformative Consumer Research is a movement that seeks to encourage, support, and publicize research that benefits consumer welfare and quality of life for all human beings affected by consumption across the world.

Transformative Consumer Research for

Personal and Collective Well-Being o Edited by David Glen Mick, Simone Pettigrew,

Cornelia Pechman and Julie L. Ozanne

o US$ 94,50

o Hardback: 765 pages

o Publisher: Routledge Academic

So far, IC&E research has focused on individual identity. However, the authors argue that it is necessary to broaden the view and

consider consumer’s role in larger collectives, such as social networks and communities.

Immigration, Culture and Ethnicity

Focus on social and cultural phenomena, such as acculturation,

socialization, and social contexts are usually examined as impacts on the

individual consumer.

Consumer research on IC&E needs a broadned focus that incorporates not

only individual agentic but also collective agentic and structural

accounts.

Focus Shift

In order to address the imbalance in IC&E researh it is offered two related approaches to designing policy-based and transformational research.

Social Networks Community and Neighborhood

Focus on Collective Well-Being

Focusing on collective well-being involves looking beyond individual agency and responsibility and acknowledging the influence of social structures, milieus (environment), determinants, forces, institutions, and context on well-being.

The Canadian Successful Societies Program, for instance, uses collective health as an indicator of collective well-being.

Indicator of Collective Well-Being

In order to address the previous question, the authors argue that two types of collectives have significant impact on IC&E:

Social Network Communities

Social Networks

Consumers are inescapably interconnected; therefore, their well-being is interconnected as well;

Social Network focus on the characteristics pattern of ties among network members in a social system rather than the characteristics of individual members;

Peñaloza have found that social networks are foundational elements in immigrant consumer’s acculturation.

Social Networks

Social Contagion:

It refers to diffusion of behaviors, practices, emotions, ideas, beliefs, and knowledge across the social network;

Some authors have suggested that numerous behaviors and propensities such as smoking, eating, exercise, drug use, happiness, altruism privacy, and voting behavior can be spread by social contagion in social network.

Significant research is needed on Social Contagion.

What are effective service communication mechanisms that could diffuse well-being behaviors throughout a social network?

Who has the most impact and influence on social contagion, especially in cross-cultural contexts?

What roles within the social network collective have the most impact on its members with regard to well-being?

Community and Neighborhood

Well-being also emanates from processes that draw on collective aspects of community life, such as social cohesion, social control, social expectations, the provision of institutional resources, and collective efficacy.

Collective Efficacy

It refers to a shared willingness and capability of community members to look out for one another and intervene on behalf of the community.

Example: immigrant crime victms’s willingness to report victimization and use justice services as a mean to protec themselves.

Community and Neighborhood

Research and Policy Implications

How does fear of emanating from this public policy

affect the consumption of services that promote well-being among marginalized or stigmatized communities facing threats to collective efficacy?

How is the resultant stress, fear, or feelings of

impotence embodied physically, psychologically, and socially as a community?

How are these negative feelings manifested in ways

that may not respond to traditional service delivery meant to bring about well-being?

Insights from Intersectionality

It refers to the interaction among categories of difference in individual lives, social practices, institucional arrangements, and cultural ideologies and the outcomes of these interactions in terms of power.

Its core insight, which speaks directly to dynamics of agency and power is that actors inhabit multiple identity, location, and power positions in a social system and that the relationships between these various positions are mutually constitutive and crosscutting, producing substantial complexity.

Intersectionality at the Job Market

Gender Woman

A unique product of this

interconnectivity

Ethnicity Afro-American

In practice, intersectionality is criticized as lacking in sufficient methodological rigor to be much more than a buzzword.

In response to those critics and also to strenghten the research of this field, the authors offer three broad suggestions for designing research and analyzing data using intersectionality approach.

Research design should draw attention to hegemonic relations of power. Sampling and data collection procedures that capture both vulnerability and power. Researchers should also consider explicitly comparative designs that include multiple samples from multiple data collection sites, such as inside and outside immigrant enclaves;

Research design should lead to dynamic models that privelige feedback loops and intercations rather than models that are simply additive;

Data analysis should be interaction seeking and context sensitive to avoid simplistic reductionism; both quantitative and qualitative data analysis techiniques allow for this.

Peñaloza, Lisa (1995). Immigrant Consumers: Marketing and Public Policy Considerations in the Global Economy. Journal of Public Policy & Markeinting. v. 14 (Spring), p. 83-94

It is considered as a close approximation of the process-centered approach identified previously as having the most imposing methodological demands.

The authors have chosen to review it because it is well regarded for addressing a complex phenomenon that operates on multiple levels involving different kinds of actors.

Obrigado! Luiz Valério P. Trindade