The Consumption Implications of Contested Community

This study examines heterogeneity of membership and brands within subcultures of consumption. Previous work has glossed over three theoretical issues related to consumption communities: (1) differences between brand communities and subcultures of consumption, (2) presence of multiple brands within communities, and (3) heterogeneity within each community. We engage in a detailed analysis of subcultures of consumption, embracing the previously neglected theoretical issues. Our findings demonstrate that heterogeneity within the community results in a contested community characterized by multiple incommensurate discourses in evidence both within and between segments of the community. These disparate discourses are fueled by and linked to marketing resources.


Tandy Thomas, Hope Schau, and Linda Price (2011) ,"The Consumption Implications of Contested Community", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 13-14.


Tandy Thomas, Queens University
Hope Schau, University of Arizona, USA
Linda Price, University of Arizona, USA


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


P12. Disclosure of Project Risk in Crowdfunding

Jooyoung Park, Peking University
KEONGTAE KIM, Chinese University of Hong Kong, China

Read More


Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA

Read More


D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending

Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia

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.