Peeps, Beemers and Scooby-Doos: Exploring Community Value Amongst Scottish Car Cruisers

Paul Hewer, Strathclyde University, Scotland, UK
Douglas Brownlie, Stirling University, Scotland, UK
Steven Treanor, MORI, Scotland, UK
Pauline Ferguson, Susan Hamilton, Stirling University, Scotland, UK, Stirling University, Scotland, UK
Using an ethnographic approach which combines impromptu interviews, participant observation and analysis of online computer mediated communication we explore the consumer culture which surrounds the Scottish cruiser community. The on-going study uses the conceptual framework of neo-tribal consumption, exploring forms of ephemeral and emotional communities which cohere around the car. Our analysis suggests that the cultural practices of customization and the performance of the cruise make explicit a shared sense of collective consciousness which expresses the construction of community value which emerges from such ephemeral gatherings.
[ to cite ]:
Paul Hewer, Douglas Brownlie, Steven Treanor, and Pauline Ferguson, Susan Hamilton (2008) ,"Peeps, Beemers and Scooby-Doos: Exploring Community Value Amongst Scottish Car Cruisers", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 429-438.