Making Space: Revealing Hidden Inconsistencies Within the Marketplace

Using qualitative sources this study illustrates how three consumers challenge the dominant norms of mains water use. Through their private actions these innovators drew marketplace inconsistencies into public discussion. This study illustrates how private household actions can contribute to wider marketplace change.


Marcus Phipps and Jan Brace-Govan (2011) ,"Making Space: Revealing Hidden Inconsistencies Within the Marketplace", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 521-522.


Marcus Phipps, University of Melbourne, Australia
Jan Brace-Govan, Monash University, Australia


NA - Advances in Consumer Research Volume 39 | 2011

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