Consumption Community Dimensions

Tandy Chalmers Thomas, Queen's University, Canada
Hope Schau, University of Arizona, USA
Linda Price, University of Arizona, USA
Conceptualizing consumption collectives as clusters of characteristics attenuates much of the theoretical ambiguity arising from trying to disentangle seemingly similar definitions. We analyzed approximately 100 published marketing papers focusing on consumption collectives, identifying eight dimensions on which communities vary: duration, appeal, access, dispersion, focus, marketplace orientation, structure of resource flows, and heterogeneity.
[ to cite ]:
Tandy Chalmers Thomas, Hope Schau, and Linda Price (2011) ,"Consumption Community Dimensions", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 271-272.