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.



Citation:

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.

Authors

Tandy Chalmers, University of Arizona, USA



Volume

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



Share Proceeding

Featured papers

See More

Featured

Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.

Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Featured

M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

Read More

Featured

Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features

Liad Weiss, University of Wisconsin - Madison, 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.