Constructing a Home on the Road: Home-As-Order--An Alternative Perspective to Study Consumption of Servicescapes

This study is a first attempt to investigate the ways that consumers’ orientations towards place influence their consumption experiences. By focusing on the concept of home, the paper introduces the perspective of home-as-order as an alternative way of looking at the relationship of consumers to place. The study provides a description of the ways that consumers practice a home-as-order concept of home. In addition, this study shows that this home concept structures the ways people consume home-related servicescapes, such as hotel services. Based on 35 semi-structured interviews with highly mobile global professionals this study identifies practices through which consumers transform a commercial environment into a home-like environment as well as practices of selecting a commercial environment because it is closer to consumers notion of home-as-order.



Citation:

Fleura Bardhi (2005) ,"Constructing a Home on the Road: Home-As-Order--An Alternative Perspective to Study Consumption of Servicescapes", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 438-439.

Authors

Fleura Bardhi, Northeastern University



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products

Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics

Read More

Featured

E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

Read More

Featured

Perspectives on “What Can We Trust? Perceptions of, and Responses to, Fake Information” and the Changing Values of Information

Kristen Lane, University of Arizona, USA
Merrie Brucks, University of Arizona, 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.