Magic Towns: Creating the Consumer Fetish in Market Research Test Sites

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

Resumé

Purpose: This chapter investigates how researchers assemble market research test towns as hybrid sociotechnical arrangements. Researchers use various strategies in order to purify such hybrids into simplified representations of a fetishized imaginary, namely the average consumer.
Methodology/approach: The chapter is based on an analysis of secondary sources such as company documents. Theoretically, it draws on the concept of consumption assemblages and on anthropological theories of fetish.
Findings: Fetishization is a powerful way for both researchers and their clients to purify the hybrid assemblages they are part of into easily digestible categories such as “the real” and “the average.” In that process, the test town and its consumers emerge as a fetish that allows corporate clients to alleviate decision-making anxiety. Because of the nature of fetish, purification as a process remains incomplete.
Research Implications: These findings call for more social studies of market research as a set of practices that shape the identities of those who do the testing and forecasting. This chapter thus opens up test marketing and so-called test towns in particular as a field for consumer culture theory research. Originality/value: This chapter provides insights into how market research creates test sites to simulate purchase behavior and pre-test consumer products. This chapter maps how different groups of actors and different technologies are enrolled in order to enact an ideal-type consumer averageness on an ongoing basis in a particular test town.
OriginalsprogEngelsk
TitelConsumer Culture Theory
RedaktørerDomen Bajde, Dannie Kjeldgaard, Russell W. Belk
Antal sider15
Udgivelses stedBingley
ForlagEmerald Group Publishing
Publikationsdato2019
Sider121-135
Kapitel8
ISBN (Trykt)978187542860
ISBN (Elektronisk)9781787542853
DOI
StatusUdgivet - 2019
NavnResearch in Consumer Behavior
Vol/bind20
ISSN0885-2111

Bibliografisk note

CBS Bibliotek har ikke adgang til materialet

Emneord

  • Test markets
  • Simulation
  • Consumption assemblage
  • Fetish
  • Purification

Citer dette

Schwarzkopf, S. (2019). Magic Towns: Creating the Consumer Fetish in Market Research Test Sites . I D. Bajde, D. Kjeldgaard, & R. W. Belk (red.), Consumer Culture Theory (s. 121-135). Bingley: Emerald Group Publishing. Research in Consumer Behavior, Bind. 20 https://doi.org/10.1108/S0885-211120190000020013
Schwarzkopf, Stefan. / Magic Towns : Creating the Consumer Fetish in Market Research Test Sites . Consumer Culture Theory. red. / Domen Bajde ; Dannie Kjeldgaard ; Russell W. Belk. Bingley : Emerald Group Publishing, 2019. s. 121-135 (Research in Consumer Behavior, Bind 20).
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Schwarzkopf, S 2019, Magic Towns: Creating the Consumer Fetish in Market Research Test Sites . i D Bajde, D Kjeldgaard & RW Belk (red), Consumer Culture Theory. Emerald Group Publishing, Bingley, Research in Consumer Behavior, bind 20, s. 121-135. https://doi.org/10.1108/S0885-211120190000020013

Magic Towns : Creating the Consumer Fetish in Market Research Test Sites . / Schwarzkopf, Stefan.

Consumer Culture Theory. red. / Domen Bajde; Dannie Kjeldgaard; Russell W. Belk. Bingley : Emerald Group Publishing, 2019. s. 121-135 (Research in Consumer Behavior, Bind 20).

Publikation: Bidrag til bog/antologi/rapportBidrag til bog/antologiForskningpeer review

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AB - Purpose: This chapter investigates how researchers assemble market research test towns as hybrid sociotechnical arrangements. Researchers use various strategies in order to purify such hybrids into simplified representations of a fetishized imaginary, namely the average consumer. Methodology/approach: The chapter is based on an analysis of secondary sources such as company documents. Theoretically, it draws on the concept of consumption assemblages and on anthropological theories of fetish. Findings: Fetishization is a powerful way for both researchers and their clients to purify the hybrid assemblages they are part of into easily digestible categories such as “the real” and “the average.” In that process, the test town and its consumers emerge as a fetish that allows corporate clients to alleviate decision-making anxiety. Because of the nature of fetish, purification as a process remains incomplete. Research Implications: These findings call for more social studies of market research as a set of practices that shape the identities of those who do the testing and forecasting. This chapter thus opens up test marketing and so-called test towns in particular as a field for consumer culture theory research. Originality/value: This chapter provides insights into how market research creates test sites to simulate purchase behavior and pre-test consumer products. This chapter maps how different groups of actors and different technologies are enrolled in order to enact an ideal-type consumer averageness on an ongoing basis in a particular test town.

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Schwarzkopf S. Magic Towns: Creating the Consumer Fetish in Market Research Test Sites . I Bajde D, Kjeldgaard D, Belk RW, red., Consumer Culture Theory. Bingley: Emerald Group Publishing. 2019. s. 121-135. (Research in Consumer Behavior, Bind 20). https://doi.org/10.1108/S0885-211120190000020013