Cries From the Goblin Market: Consumer Narratives in the Marketplace

Although narratives permeate marketplaces, contemporary market structures militate against consumers creating their own commercial narratives. However, alternate marketplaces such as online auctions allow consumers to become marketers themselves, lead to a sense of empowerment and thereby redress this disequilbrium in marketplace structures. This paper looks at consumer-generated commercial narratives on eBay and finds that not only does consumer empowerment in this alternate marketplace contribute to marketplace discourses of power at large, but that consumers also use these narratives to both foster and further ideological agendas.



Citation:

Shakeel Siddiqui, Darach Turley, and Farida Rifai (2008) ,"Cries From the Goblin Market: Consumer Narratives in the Marketplace", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 810-811.

Authors

Shakeel Siddiqui, Dublin City Univesity, Ireland
Darach Turley, Dublin City University, Ireland
Farida Rifai, HSE, Ireland



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts

Noah VanBergen, University of Cincinnati, USA

Read More

Featured

I9. From Childhood Toys to Grownup Choices: Understanding the Gendered Appeal of Violent Media

Martin A. Pyle, Ryerson University

Read More

Featured

Mining Consumer Minds: How Airbnb Hosts’ Motivations Affect Their Retention and Pricing Decision

Jaeyeon Chung, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
Yanyan Li, Columbia University, USA
Oded Netzer, Columbia University, USA
Matthew Pearson, Former User Experience Researcher at Airbnb

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.