Designing a Sharing Economy Through the Process of Market Empathization

Markus Giesler, York University, Canada
Ela Veresiu, Witten/Herdecke University, Germany
Anton Siebert, Witten/Herdecke University, Germany
Building on the sociology of empathy and an institutional analysis of the ridesharing company Uber, this paper introduces market empathization as a process through which “a cultural good” is repositioned from the institutional domain to the domain of individual empathy and a sharing market is established.
[ to cite ]:
Markus Giesler, Ela Veresiu, and Anton Siebert (2015) ,"Designing a Sharing Economy Through the Process of Market Empathization", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 152-156.