Value in Heterogeneity: How Servicescape Experiences Emerge From Divergent Consumption Practices

We develop a spatial theory of value co-creation through an ethnographic study of consumption practices that overlap in time and space. Results show that, depending on the alignment of shared material and cultural resources, practice heterogeneity can generate both serendipitous complementarities and unpredictable conflicts in consumer servicescape experiences.


Matthew Godfrey and Melanie Wallendorf (2019) ,"Value in Heterogeneity: How Servicescape Experiences Emerge From Divergent Consumption Practices", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 297-303.


Matthew Godfrey, University of Arizona, USA
Melanie Wallendorf, University of Arizona, USA


NA - Advances in Consumer Research Volume 47 | 2019

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