It’S Not What You Know, It’S Who You Know: Acquiring Consumer Capital Through Consumer Research
This case study of a major automotive manufacturer examines the identification and representation of the consumer in the course of product development. I find that because understanding the consumer and his or her desires is held as a prerequisite for exemplary product development, definition of the consumer becomes an internally codified asset I term “consumer capital.” The study enriches extant discourses on how consumers are interpreted, foregrounding the polyvocal, polysemic dynamism of the interpretive act and challenges rhetoric on consumer insight which assumes that organizational actors realize value in constructing a shared and uncontested interpretation of their consumers.
Sarah JS Wilner (2011) ,"It’S Not What You Know, It’S Who You Know: Acquiring Consumer Capital Through Consumer Research", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 71-72.
Sarah JS Wilner, York University, Canada
E - European Advances in Consumer Research Volume 9 | 2011
Featured papersSee More
Attentional Breadth Affects In-store Exploration and Unplanned Purchasing
Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen
Liminal Motherhood: Relational Partners Experience of Liminality
Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor