Consumers, Co-Creators, Hackers and Resisters: Conceptualizing Techno-Savvy Resistance to Brands and Marketing
In this paper, we conceptualize hacking and related phenomena as techno-savvy acts of resistive consumption – where consumer or other non-corporate actions subvert the neatly laid timelines and storylines of iconic brand-owning corporations. In the case of Apple’s iPhone, via acts of co-creation (the creation of the unlocked phone), hacking (unlocking is totally unauthorized by Apple and the company has big warnings about it), and resistance (hackers and consumers are saying to Apple: “We love your product but we are not going to be at your mercy and your slaves in terms of your timetable for introducing the iPhone in our country”), Asian consumers started partaking of the highly sought “brand sacrament” – the iPhone – without waiting for approval from the brand’s high priests. The neat plot lines for the global iPhone story, being laid in the Silicon Valley headquarters of Apple, got derailed by the antenarratives Rosile emerging from the alleyways of Shanghai.
Nikhilesh Dholakia, Julianne J. Cabusas, and Caroline Wilcox (2009) ,"Consumers, Co-Creators, Hackers and Resisters: Conceptualizing Techno-Savvy Resistance to Brands and Marketing", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 240-242.
Nikhilesh Dholakia, University of Rhode Island, USA
Julianne J. Cabusas, University of Rhode Island, USA
Caroline Wilcox, University of Rhode Island, USA
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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