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research

The Consumerization of Care:
How Capitalism Is Co-opting Solidarity

 

Solidarity gets increasingly expressed through consumption. Consumers buy from local businesses to support their community or engage in mutual consumption rituals to express their care with particularly vulnerable consumers. However, there is a stark contrast between market logic and solidarity in its original sense. This has led us to study how, of all things, consumption has become a way to express solidarity. 

Co-authors: Markus Giesler, Lena Steinhoff, Andreas Eggert

Invited for second-round review at: Journal of Consumer Research

Presentation at the CCT Conference 2023

Special Session at 2022 Winter AMA:
Solidarity in the Marketplace: A Unifying Concept to Address Social Divide

 

Our special session featured four research projects on solidarity in the marketplace as well as scholars from different marketing subfields. The studies demonstrated (1) how subgroups of consumers can be forced into separate systems of solidarity when the marketplace fails to account for their identities, (2) how strong bonds on the micro level can thwart solidarity, and (3) how consumers and firms can work together to create joint systems of solidarity.

Co-chairs: Lena Steinhoff, Andreas EggertMarkus Giesler

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Love Is Sharing a Password:

From Leveraging to Splitting Up Consumer Relationships in Online Subscription Services

Password sharing is a common phenomenon among consumers of online subscription services. While streaming providers like Netflix previously embraced or even endorsed this practice, they are now adopting measures to curb it. Through an examination of the Netflix case, my research explores the emergence and evolution of password sharing, offering valuable insights into the transformation from leveraging to splitting up consumer relationships. 

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