Brand in the Hand Or Sand in the Hand? a Contextualised Account of Adolescents' Moble Phone Consumption

Ian Grant, University of Strathclyde, Scotland
Stephanie O'Donohoe, University of Edinburgh, Scotland
This paper contributes to the movement away from the “solitary subject”, offering a contextualized account of adolescent experiences of mobile phones. It reports on discussions with sixteen small groups, informed by phenomenological principles. The antipathy towards commercial applications suggest that the technology brings marketers no closer to this elusive target. This is attributed to the roles it plays in the social lives of adolescents: to include and exclude, to organise, experience, re-live, and redefine everyday experiences. Young people’s relationships with practitioners were more akin to the elusive “sand in the hand” than the hoped for “brand in the hand”.
[ to cite ]:
Ian Grant and Stephanie O'Donohoe (2007) ,"Brand in the Hand Or Sand in the Hand? a Contextualised Account of Adolescents' Moble Phone Consumption", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 280-285.