Abstract
This paper extends our understanding of the symbolic and experiential value of shopping. By exploring the narratives of consumers with visual impairments, consumer normalcy is shown to be an important value of shopping implicit in discussions of shopping experiences. The informants often achieve consumer normalcy, which they reveal consists of four dimensions: participating or being-in-the-marketplace (I am here), achieving distinction through the marketplace (I am me), demonstrating competence and control (I am in control), and being perceived as an equal in the marketplace (I belong). The consumer normalcy construct reveals to readers how shopping experiences contribute to identity and the tension between acceptance by others and individual agency. Reality differs between informants, but their collective realities inform how consumers realize their self and consumption aspirations by shopping.
| Original language | English |
|---|---|
| Pages (from-to) | 37-50 |
| Number of pages | 14 |
| Journal | Journal of Retailing |
| Volume | 82 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2006 |
| Externally published | Yes |
Fingerprint
All Science Journal Classification (ASJC) codes
- Marketing
- Applied Psychology
Cite this
Consumer normalcy : Understanding the value of shopping through narratives of consumers with visual impairments. / Menzel Baker, Stacey.
In: Journal of Retailing, Vol. 82, No. 1, 2006, p. 37-50.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Consumer normalcy
T2 - Understanding the value of shopping through narratives of consumers with visual impairments
AU - Menzel Baker, Stacey
PY - 2006
Y1 - 2006
N2 - This paper extends our understanding of the symbolic and experiential value of shopping. By exploring the narratives of consumers with visual impairments, consumer normalcy is shown to be an important value of shopping implicit in discussions of shopping experiences. The informants often achieve consumer normalcy, which they reveal consists of four dimensions: participating or being-in-the-marketplace (I am here), achieving distinction through the marketplace (I am me), demonstrating competence and control (I am in control), and being perceived as an equal in the marketplace (I belong). The consumer normalcy construct reveals to readers how shopping experiences contribute to identity and the tension between acceptance by others and individual agency. Reality differs between informants, but their collective realities inform how consumers realize their self and consumption aspirations by shopping.
AB - This paper extends our understanding of the symbolic and experiential value of shopping. By exploring the narratives of consumers with visual impairments, consumer normalcy is shown to be an important value of shopping implicit in discussions of shopping experiences. The informants often achieve consumer normalcy, which they reveal consists of four dimensions: participating or being-in-the-marketplace (I am here), achieving distinction through the marketplace (I am me), demonstrating competence and control (I am in control), and being perceived as an equal in the marketplace (I belong). The consumer normalcy construct reveals to readers how shopping experiences contribute to identity and the tension between acceptance by others and individual agency. Reality differs between informants, but their collective realities inform how consumers realize their self and consumption aspirations by shopping.
UR - http://www.scopus.com/inward/record.url?scp=31744448874&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=31744448874&partnerID=8YFLogxK
U2 - 10.1016/j.jretai.2005.11.003
DO - 10.1016/j.jretai.2005.11.003
M3 - Article
AN - SCOPUS:31744448874
VL - 82
SP - 37
EP - 50
JO - Journal of Retailing
JF - Journal of Retailing
SN - 0022-4359
IS - 1
ER -