How Consumers Rhetorically Align the Interests of Multiple Social Networks

Using the "translation" concept from actor-network sociological theory, we propose and illustrate the concept of rhetorical alignment, exploring how our informants used the canonical narrative of aging gracefully to create multiple authentic self-narratives portraying Botox consumption as a heroic gesture of expressive care while combating accusations of family/ network betrayal.



Citation:

Markus Giesler and Robin Canniford (2011) ,"How Consumers Rhetorically Align the Interests of Multiple Social Networks", 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: 153-154.

Authors

Markus Giesler , York University, Canada
Robin Canniford, University of Melbourne, Australia



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

L11. Consumer Search Mode Produces Unintended Marketing Consequences

Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

Read More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, 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.