How Servicescape Figurations Mediate Socio-Cultural Differences Between Consumers and Rural Migrant Aesthetic Labourers

Consumer researchers have paid scant attention to the structuring influences that socio-cultural differences between customers and service workers exert upon servicescape interactions. This oversight is particularly glaring because, in the global service economy, these occupations are increasingly being filled by workers matriculating from impoverished rural areas (Sassen 2006). To adroitly perform the required practices of aesthetic labour (Witz, Warhurst, and Nickson 2003), these rural migrant workers must acquire new forms of cultural capital and develop new interpersonal habits which significantly diverge from their socialized predispositions. Our analysis highlights the commercially-mediated power relations that create a new class of aesthetic laborers and also bind customers’ and workers’ identities in a network of asymmetrical interdependencies. Through this analysis, we cast a new theoretical light on the institutional shaping of servicescape relationships and the role of the marketplace in producing new identity positions in the global service economy.



Citation:

Tuba Üstüner and Craig J. Thompson (2011) ,"How Servicescape Figurations Mediate Socio-Cultural Differences Between Consumers and Rural Migrant Aesthetic Labourers", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 30-31.

Authors

Tuba Üstüner, Colorado State University, USA
Craig J. Thompson, University of Wisconsin - Madison, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

Read More

Featured

Social Class and Prosocial Behaviors

Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, University of Hong Kong

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.