Beating, ditching and hiding: consumers’ everyday resistance to marketing
This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical...
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| Format: | Article |
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Taylor and Francis
2017
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| Online Access: | https://eprints.nottingham.ac.uk/47946/ |
| _version_ | 1848797655519461376 |
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| author | Heath, Teresa Cluley, Robert O’Malley, Lisa |
| author_facet | Heath, Teresa Cluley, Robert O’Malley, Lisa |
| author_sort | Heath, Teresa |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research. |
| first_indexed | 2025-11-14T20:07:20Z |
| format | Article |
| id | nottingham-47946 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:07:20Z |
| publishDate | 2017 |
| publisher | Taylor and Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-479462020-05-04T19:12:20Z https://eprints.nottingham.ac.uk/47946/ Beating, ditching and hiding: consumers’ everyday resistance to marketing Heath, Teresa Cluley, Robert O’Malley, Lisa This article illuminates consumers’ views of marketing in light of theories of resistance. It argues that consumers engage in resistance to the power of marketing through their everyday actions and also through the ways they construct their accounts of these actions. It identifies three theoretical approaches to resistance (hegemonic, relational and autonomous). These are used to discuss consumers’ accounts of marketing collected through 78 personal interviews in which participants were asked to describe marketing and provide examples of their experiences with marketing as they defined it. Through this, the study uncovers various forms of consumer resistance, which can often go unnoticed. These are conceptualised through the notion of everyday resistance to marketing and are used to challenge existing marketing theory and develop paths for future research. Taylor and Francis 2017-10-13 Article PeerReviewed Heath, Teresa, Cluley, Robert and O’Malley, Lisa (2017) Beating, ditching and hiding: consumers’ everyday resistance to marketing. Journal of Marketing Management, 33 (15/16). pp. 1281-1303. ISSN 1472-1376 Consumer resistance; Critical marketing; Power relations; Empowerment; Consumer culture http://www.tandfonline.com/doi/full/10.1080/0267257X.2017.1382554 doi:10.1080/0267257X.2017.1382554 doi:10.1080/0267257X.2017.1382554 |
| spellingShingle | Consumer resistance; Critical marketing; Power relations; Empowerment; Consumer culture Heath, Teresa Cluley, Robert O’Malley, Lisa Beating, ditching and hiding: consumers’ everyday resistance to marketing |
| title | Beating, ditching and hiding: consumers’ everyday resistance to marketing |
| title_full | Beating, ditching and hiding: consumers’ everyday resistance to marketing |
| title_fullStr | Beating, ditching and hiding: consumers’ everyday resistance to marketing |
| title_full_unstemmed | Beating, ditching and hiding: consumers’ everyday resistance to marketing |
| title_short | Beating, ditching and hiding: consumers’ everyday resistance to marketing |
| title_sort | beating, ditching and hiding: consumers’ everyday resistance to marketing |
| topic | Consumer resistance; Critical marketing; Power relations; Empowerment; Consumer culture |
| url | https://eprints.nottingham.ac.uk/47946/ https://eprints.nottingham.ac.uk/47946/ https://eprints.nottingham.ac.uk/47946/ |