Ordinary Resistance As a Parasitic Form of Action: a Dialogical Analysis of Consumer/Firm Relations

Premised on Foucault’s (1982) analysis of power relations, this paper proposes an alternative reading of consumer resistance that extends Holt’s (2002) dialogical perspective between consumers and firms. Using a hermeneutic approach based on introspective essays and in-depth interviews with eight ordinary informants conducted over an eighteen-month period, it shows how resistance can be seen as a constructed interaction between consumers and market offerings. The results disclose three forms of resistance, which confront the three levels of legitimization that firms deploy on the market. They also reveal varied modes of reaction related to consumers’ ability to master codes and to mobilize appropriate resources to challenge firms.


Dominique Roux (2007) ,"Ordinary Resistance As a Parasitic Form of Action: a Dialogical Analysis of Consumer/Firm Relations", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 602-609.


Dominique Roux, Paris 12 University - IRG, France


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


C8. Can Packaging Imagery Fill Your Stomach? Effects of Product Image Location on Flavor Richness, Consumption Quantity, and Subsequent Choice

Taku Togawa, Chiba University of Commerce
Jaewoo Park, Musashi University
Hiroaki Ishii, Seikei University
Xiaoyan Deng, Ohio State University, USA

Read More


Penny for Your Preferences: Leveraging Self-Expression to Increase Prosocial Giving

Jacqueline R. Rifkin, Duke University, USA
Katherine Crain, Duke University, USA
Jonah Berger, University of Pennsylvania, USA

Read More


D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

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.