Consumers' Changing Roles - From Creative Communities to Entrepreneurial Tribes

Consumers have become active, entrepreneurial participants in the marketplace. I juxtapose current views of consumer agency with an empirically informed description of the free and open source software (F/OSS) movement and show how they define their changing role in discourse. The objective of this research is to shed light on how they negotiate, resolve, and restate contradictions and tensions that arise from their common practice as successful entrepreneurs. The key findings show how they negotiate identity at the crossroads of Utopian romanticism and activism, pragmatic agency and skepticism. Discourse merges into a collective imagination of the inno-tribe as a movemental, yet decently skeptical, pragmatically acting group.


Andrea Hemetsberger (2007) ,"Consumers' Changing Roles - From Creative Communities to Entrepreneurial Tribes", 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: 345-346.


Andrea Hemetsberger, Austria


E - European Advances in Consumer Research Volume 8 | 2007

Share Proceeding

Featured papers

See More


A5. Trusting the Tweeting President: Inside the Donald's reality: Gaslighting, pschometrics and social media

Dianne Dean, University of Hull
Fiona Walkley, Hull University Business School
Robin Croft, Brunel University

Read More


L7. The Joy of Shopping: Reconciling Mixed Effects of Positive Emotions on Shopping Behavior

Kelley Gullo, Duke University, USA
Duncan Simester, Massachusetts Institute of Technology, USA
Gavan Fitzsimons, Duke University, USA

Read More


D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.

Francesco Zanibellato, Ca' Foscari University, Venice, Italy

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.