Sub-Cultures and Consumer Tribes: Mapping Inter-Community Relations in Marketplace Cultures

Current descriptions of community such as subcultures of consumption, brand communities, hyper communities, neotribes, and new social movements provide differing concepts of interpersonal relations in consumer cultural settings. In this paper we advance a process-oriented theory to address a series of gaps in these concepts, namely a sense of how different descriptions of culture relate to one another in time and in space. In particular we suggest that whilst disparate categories of community provide useful theoretical toolkits to describe social action, we lack a systematic understanding of how one form of community may have emerged from another form of community, or how two different communities may be involved in concurrent processes of negotiation and conflict. In order to address this problem we consider a historical-ethnographic study of market-place culture.  


Robin Canniford and Avi Shankar (2007) ,"Sub-Cultures and Consumer Tribes: Mapping Inter-Community Relations in Marketplace Cultures", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 426-426.


Robin Canniford, University of Exeter, UK
Avi Shankar, Unversity of Bath, UK


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions

Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA

Read More


B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More


Beyond Subjectivity: Competing Governance Regimes and the Socio-Material Construction of Rational Consumer Action

Lena Pellandini-Simanyi, Università della Svizzera Italiana

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.