Dominique Roux participera à la conférence 2015 “Influence and resistance to influence in marketing” à Grenoble le 30 janvier prochain.
Elle y présentera cet article intitulé “Dispositifs of promise and moral justifications: How loyalty programs produce mundane consumer resistance”.
If loyalty programs offer ‘free’ benefits are therefore in consumers’ self interest, why do some consumers resist these supposedly benign market offerings? Current theoretical approaches in Consumer Culture Theory (CCT) frame consumer resistance as an ideological struggle but fail in fully explaining this phenomenon. To complement prior research we theorize loyalty programs to be ‘dispositifs’ of promise – an assembly of discourses, material arrangements and moral propositions that offer consumers specified rewards or levels of service for their ‘loyalty’ – that consumers experience and confront with their own moral conceptualizations of loyalty. Analysis of consumer in-depth interviews conducted in France, reveal that loyalty programs produce consumer resistance by assembling a market logic of rewards and a promise of recognition that contradict with how these ‘dispositifs’ track and target consumers, misuse the notion of loyalty, limits people’s freedom, and increase people’s vulnerability. We further theorize these findings through a general framework of moral justifications that extends our understanding of consumers’ critical capacities and how ‘dispositifs’ produce consumer resistance.
Vous trouverez le programme de cette conférence ici.