The Consumer-Crowd Dynamic: How Individuals Navigate Crowd Consumption Activities

Consumer experiences often involve crowds, but such contexts are overlooked in the discipline. We study crowd participation in an ideologically-based context, namely, the Women’s March movement. Analyzing data from focus groups, we leverage practice theory to understand how consumers navigate, interpret, and participate in crowd practices.



Citation:

Robert Arias, Cele Otnes, Linda Tuncay, and Eileen Fischer (2018) ,"The Consumer-Crowd Dynamic: How Individuals Navigate Crowd Consumption Activities ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 281-281.

Authors

Robert Arias, University of Illinois at Urbana-Champaign, USA
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay, Loyola University Chicago, USA
Eileen Fischer, York University, Canada



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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