Governing Consumers Through Freedom

In this conceptual paper we provide a critical perspective on the newly emerging logic of co-creation within marketing and consumer research. The aim of the paper is to discuss the premises and consequences of co-creation by framing it as an emerging branding paradigm. In doing so, we problematise the idea of the consumers as productive agents in the process of brand value creation. We argue that co-creation, despite its promising aspects, is a novel form of branding paradigm that seeks to control and govern the consumers in the name of freedom.



Citation:

Jon Bertilsson and Cecilia Cassinger (2011) ,"Governing Consumers Through Freedom ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 412-416.

Authors

Jon Bertilsson, sweden
Cecilia Cassinger, sweden



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time

Wumei Liu, Lanzhou University

Read More

Featured

Thank You = Trust Me: When Gratitude Expressions Help Promote New Products

Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA

Read More

Featured

Robo-Advising: Algorithm Appreciation

Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.