Navigating the Marketplace of Love: Value Conflict in Online Dating Community

This study advances our understanding of value creation processes by embracing multiple notions of value and by illustrating how conflicting notions of value can coexist in consumption community. We draw upon 21 interviews with users of online dating apps, illustrating how value conflict can hinder the processes of value co-creation.


Alisa Minina, Stefania Masè, and Jamie Smith (2020) ,"Navigating the Marketplace of Love: Value Conflict in Online Dating Community", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: .


Alisa Minina, Ipag Business School
Stefania Masè, Ipag Business School
Jamie Smith, ISC Paris


NA - Advances in Consumer Research Volume 48 | 2020

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