Intracultural Variation: Reactions to Authentic Communications Within the Distance Running Subculture

This study explores the relationship between intracultural variation and authentic advertisements within a subculture context. Research shows authenticity is important to subculture identity, that subculture members seek representations of authenticity, and that subcultures exhibit intracultural variation. Not much is known, however, about how these three elements interact. Using authentic advertisements as stimuli, a detailed analysis of the distance running subculture was conducted using semi-structured depth interviews and survey methodologies. Findings demonstrate a complex relationship between the perceptions of advertisement authenticity and the intracultural variation of subcultures that highlights the importance of understanding the heterogeneity internal to subcultures.


Tandy Chalmers (2006) ,"Intracultural Variation: Reactions to Authentic Communications Within the Distance Running Subculture", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 114-115.


Tandy Chalmers, University of Arizona, USA


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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