Friend and Foe? the Paradoxical Dynamics of Intergroup Conflict in a Consumption Association

This research explored a collective consumption environment (a natural foods co-op) in which members act as both managers and consumers. We found that inter-group conflict is a key construct for understanding collective consumption. While strong forces against conflict were present (strong organizational identity, shared consumption values, frequent interpersonal interactions), there still existed intense conflict between two groups. This paradox lead us to three research questions: (1) why does intergroup conflict persist despite an environment that should mitigate conflict, (2) how does intergroup conflict unfold and (3) in the face of conflict, how do collective consumption goals continue to be met?


James Ward, Blake Ashforth, Peter Reingen, and Katherine Loveland (2008) ,"Friend and Foe? the Paradoxical Dynamics of Intergroup Conflict in a Consumption Association", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 899-900.


James Ward, Arizona State University
Blake Ashforth, Arizona State University
Peter Reingen, Arizona State University
Katherine Loveland, Arizona State University


NA - Advances in Consumer Research Volume 35 | 2008

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