Papers by Daiane Scaraboto
Qualitative Market Research, 2017
Purpose – Interpretive consumer researchers frequently devote months, if not years, to writing a ... more Purpose – Interpretive consumer researchers frequently devote months, if not years, to writing a new paper. Despite their best efforts, the vast majority of these papers are rejected by top academic journals. This paper aims to explain some of the key reasons that scholarly articles are rejected and illuminate how to reduce the likelihood of rejection.
Design/methodology/approach – This paper is a dialogical collaboration between a co-editor of the Journal of Consumer Research and two junior scholars who represent the intended audience of this paper. Each common reason for rejecting papers, labeled as Problems 1-8, is followed by precautionary measures and detailed examples, labeled as solutions.
Findings – The paper offers eight pieces of advice on the construction of interpretive consumer research articles: (1) Clearly indicate which theoretical conversation your paper is joining as early as possible. (2) Join a conversation that belongs in your target journal. (3) Conclude your review of the conversation with gaps, problems and questions. (4) Only ask research questions that your data can answer. (5) Build your descriptive observations about contexts into theoretical claims about concepts. (6) Explain both how things are and why things are the way that they are. (7) Illustrate your theoretical claims with data and support them with theoretical argumentation. (8) Advance the theoretical conversation in a novel and radical way.
Originality/value – The goal of this paper is to help interpretive consumer researchers, especially junior scholars, publish more papers in top academic journals such as the Journal of Consumer Research.
Journal of Marketing Management, 2013
ABSTRACT While extant research has primarily studied methods and measures of virtual world market... more ABSTRACT While extant research has primarily studied methods and measures of virtual world marketing, we examine complications that arise when marketers create and subsequently close virtual worlds. Adverworlds are virtual worlds created for marketing purposes in which consumers contribute to building a brand-centric virtual world. From a qualitative investigation of the closure of Disney’s adverworld, ‘Virtual Magic Kingdom’, we identify consumer responses to the adverworld’s closure and three areas of tension that underlie these responses: access and ownership, relationships, and communication. We identify competing consumer and marketer logics that underscore each tension and discuss how consumers negotiate the resulting conflicts. We conclude with theoretical insights into virtual worlds as sites of consumer-brand relationship and offer practitioners recommendations for closing an adverworld’s virtual doors.
Extant research tends to adopt a community perspective when examining value creation in consumer ... more Extant research tends to adopt a community perspective when examining value creation in consumer collectives, which limits the understanding of how value is created in loosely organized, dynamic, and heterogeneous networks. This study expands research on value creation by adopting a circulation-centric perspective that explains how value is created systemically in collaborative consumer networks. Inspired by anthropological theories of value creation, this study examines how circulation enables the systemic creation of value by connecting networked participants, their actions, objects, and value outcomes. Ethnographic and netnographic data were collected on the collaborative network of geocaching, in which consumers promote the circulation of objects known as Travel Bugs. The systemic creation of value in collaborative consumer networks is composed of four subprocesses triggered by object circulation—enactment, transvaluation, assessment, and alignment—which may happen concurrently and in multiple iterations. This process explains how geographic dispersion can coexist with the cultural situatedness of value creation and helps integrate prior research on value creation and value outcomes through the development of a systemic framework that explains value creation both in terms of individual actions and collective outcomes. Moreover, the findings motivate discussion on the affordances of physical and digital objects for value creation.
Research in Consumer Behavior, 2014
BERNARDO FIGUEIREDO ET AL.
Individuals relate to consumption objects as a means to develop, reinforce, transform, or align t... more Individuals relate to consumption objects as a means to develop, reinforce, transform, or align their fragmented
individual identities. Prior research has mainly focused on understanding the identity-shaping potential of
finished consumer products, such as branded shoes. Less attention has been dedicated to understanding how
material substances, designer intentions, and marketing efforts jointly influence materiality and the shaping
of consumers' identities. Drawing from a netnographic investigation of an online community of plastic shoe
aficionados, we extend current understandings of object–consumer relations to include pre-objectification — a
process whereby cultural forms are translated into material objects. This expanded view allows us to examine
the outcomes of consumer interaction with material elements inscribed in consumption objects. Our study
uncovers a collective materialization process where culturally situated material interactions give shape to
consumer identities and feedback into consumer culture.
Recent consumer research has examined contexts where market-based exchange, gift-giving,
sharing,... more Recent consumer research has examined contexts where market-based exchange, gift-giving,
sharing, and other modes of exchange occur simultaneously and obey several intersecting logics,
but has not conceptualized these so-called hybrid economic forms, nor explained how these
hybrids are shaped and sustained. Using ethnographic and netnographic data from the
collaborative network of geocaching, this study explains the emergence of hybrid economies.
Performativity theory is mobilized to demonstrate that the hybrid status of these economies is
constantly under threat of destabilization by the struggle between competing performativities of
market and non-market modes of exchange. Despite latent tension between competing
performativities, the hybrid economy is sustained through consumer-producer engagements in
collaborative consumption and production, the creation of zones of indeterminacy, and the
enactment of tournaments of value that dissipate controversies around hybrid transactions.
Implications are drawn for consumer research on the interplay between market and non-market
economies.
Journal of Consumer Research
Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from ... more Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from mainstream markets? We develop answers to these questions drawing on institutional theory and a qualitative investigation of Fatshionistas, plus-sized consumers who want more options from mainstream fashion marketers. Three triggers for mobilization are posited: development of a collective identity, identification of inspiring institutional entrepreneurs, and access to mobilizing institutional logics from adjacent fields. Several change strategies that reinforce institutional logics while unsettling specific institutionalized practices are identified. Our discussion highlights diverse market change dynamics that are likely when consumers are more versus less legitimate in the eyes of mainstream marketers and in instances where the changes consumers seek are more versus less consistent with prevailing institutions and logics.
Journal of Marketing Management
Adverworlds are virtual worlds created for marketing purposes in which consumers contribute to bu... more Adverworlds are virtual worlds created for marketing purposes in which consumers contribute to building a brand-centric virtual world. From a qualitative investigation of the closure of Disney’s adverworld, ‘Virtual Magic Kingdom’, we examine complications that arise when marketers create and subsequently close virtual worlds. We identify consumer responses to the adverworld’s closure and three areas of tension that underlie these responses: access and ownership, relationships, and communication. We identify competing consumer and marketer logics that underscore each tension and discuss how consumers negotiate the resulting conflicts. We conclude with theoretical insights into virtual worlds as sites of consumer-brand relationship and offer practitioners recommendations for closing an adverworld’s virtual doors.
Consumer research has most frequently looked at the influence the marketplace has on consumers’ i... more Consumer research has most frequently looked at the influence the marketplace has on consumers’ identity projects, while the reverse process – how consumers’ identity projects influence the marketplace and general culture – is an important issue that has received less attention. Aiming to contribute to the development of this literature, we conduct a qualitative netnographic investigation of the Fat Acceptance Movement, an online-based movement led by consumer-activists who attempt to change societal attitudes about people who are fat. Our main goal is, therefore, to investigate how consumer activists who congregate online, that is, cyberactivists, reframe market offers while attempting to promote market and cultural change. We identify several rhetorical strategies employed by online consumer activists in their quests to change themselves, other consumers, and the broader culture. Our findings advance consumer research on how consumers may mobilize resources to initiate and promote self-, market-, and cultural transformations.
BAR: Brazilian Administration …, Jan 1, 2012
Persuasive messages are central to interpersonal influence in online communities, where consumers... more Persuasive messages are central to interpersonal influence in online communities, where consumers interact mainly through text. We employed a combination of netnography and computer-mediated discourse analysis to investigate how consumers exchange information related to products and brands in an online community. We identified a set of rhetorical strategies used by community members, including setting expectations, claiming expertise, prescribing, and celebrating acquiescence. Consumers employ these rhetorical strategies to influence each other's consumption decisions, report consumption decisions back to the community, and to gauge their influence on each other's choices. We compare this process to traditional types of interpersonal influence and discuss how our findings contribute to advancing the burgeoning literature on interpersonal influence in online contexts.
Revista Electrónica Internacional de Economía Política …
XXIX EnANPAD-Encontro da …, Jan 1, 2005
O consumo é um fenômeno essencialmente cultural. Não é simples, no entanto, compreender a constru... more O consumo é um fenômeno essencialmente cultural. Não é simples, no entanto, compreender a construção e elaboração do universo simbólico dos consumidores. Assim, a proposta do presente artigo é deliberar a respeito do tema e da possibilidade de construir relações sobre construtos distintos: o consumo de luxo e o materialismo, através de uma perspectiva que enfatiza a natureza cultural do consumo. A condução e o desenvolvimento do ensaio apresentam reflexos diretos desta visão: ao salientar-se a capacidade dos bens de traçar os limites que diferenciam e classificam grupos de indivíduos, e a capacidade dos objetos de comunicar e expressar símbolos de status e prestígio social, referencia-se diretamente o sistema de significação inerente a determinadas categorias de produtos e ao comportamento dos indivíduos que os consomem. Com uma forma de construção em espiral, que contraria a estrutura rígida e linear de artigos comumente publicados em nossa área, a proposta deste ensaio é gerar muito mais reflexões do que respostas. Os leitores, a cada momento, são convidados a refletir sobre pontos interessantes enquanto a teoria lhes é apresentada, sendo responsáveis pela elaboração de um capítulo ainda não escrito; o das conclusões!
Anais do XXIX …, Jan 1, 2005
A definição do grau de intensidade de distribuição de um produto é uma decisão estratégica fundam... more A definição do grau de intensidade de distribuição de um produto é uma decisão estratégica fundamental. No entanto, a literatura de marketing que trata do tema é escassa e raramente considera como fatores determinantes outros que não sejam a categoria do produto. O presente artigo constrói uma revisão dos principais estudos abordando o tema e descreve os resultados de uma reaplicação do modelo de determinantes da intensidade de distribuição proposto por Frazier e Lassar (1996). A metodologia utilizada foi quantitativa com a realização de um survey na industria brasileira de vinhos finos. O teste da estrutura proposta numa categoria de bens distinta da original caracteriza a contribuição do estudo para a solidificação do conhecimento na área. Os resultados obtidos exibem uma tendência à distribuição intensiva nas marcas de menor posicionamento em qualidade, enquanto marcas com públicos mais seleto apresentam distribuição próxima da exclusividade. Por fim, são apresentadas considerações a respeito dos resultados obtidos e sugestões para futuras pesquisas em canais de distribuição.
… DE MARKETING DA …, Jan 1, 2006
O presente artigo descreve os resultados obtidos com a realização de uma pesquisa que buscou dete... more O presente artigo descreve os resultados obtidos com a realização de uma pesquisa que buscou determinar os valores dos consumidores e os significados inerentes ao consumo
de artigos de luxo. Dentro do universo de produtos de luxo, duas categorias foram selecionadas como representativas: os artigos de vestuário e joalheria. O estudo apresenta duas contribuições para a disciplina de comportamento do consumidor: a definição de uma escala para a medição de valores, significados e influências no consumo de luxo e a identificação desses aspectos em uma amostra de 203 consumidores brasileiros. Três significados foram associados ao consumo de luxo: hedonismo, adequação e diferenciação. Três valores também se destacam dentre os consumidores: qualidade, sofisticação e valorização pessoal. O estudo identificou ainda diversos fatores de influência na compra de artigos de luxo.
Talks by Daiane Scaraboto
Desde el punto de vista microeconómico no tiene
ningún sentido regalar. Entre otros, porque los
r... more Desde el punto de vista microeconómico no tiene
ningún sentido regalar. Entre otros, porque los
receptores estiman que el precio se encuentra
entre un 10% y 30% por debajo de lo que
realmente costaron. Regalamos porque se
espera que lo hagamos.
Uploads
Papers by Daiane Scaraboto
Design/methodology/approach – This paper is a dialogical collaboration between a co-editor of the Journal of Consumer Research and two junior scholars who represent the intended audience of this paper. Each common reason for rejecting papers, labeled as Problems 1-8, is followed by precautionary measures and detailed examples, labeled as solutions.
Findings – The paper offers eight pieces of advice on the construction of interpretive consumer research articles: (1) Clearly indicate which theoretical conversation your paper is joining as early as possible. (2) Join a conversation that belongs in your target journal. (3) Conclude your review of the conversation with gaps, problems and questions. (4) Only ask research questions that your data can answer. (5) Build your descriptive observations about contexts into theoretical claims about concepts. (6) Explain both how things are and why things are the way that they are. (7) Illustrate your theoretical claims with data and support them with theoretical argumentation. (8) Advance the theoretical conversation in a novel and radical way.
Originality/value – The goal of this paper is to help interpretive consumer researchers, especially junior scholars, publish more papers in top academic journals such as the Journal of Consumer Research.
individual identities. Prior research has mainly focused on understanding the identity-shaping potential of
finished consumer products, such as branded shoes. Less attention has been dedicated to understanding how
material substances, designer intentions, and marketing efforts jointly influence materiality and the shaping
of consumers' identities. Drawing from a netnographic investigation of an online community of plastic shoe
aficionados, we extend current understandings of object–consumer relations to include pre-objectification — a
process whereby cultural forms are translated into material objects. This expanded view allows us to examine
the outcomes of consumer interaction with material elements inscribed in consumption objects. Our study
uncovers a collective materialization process where culturally situated material interactions give shape to
consumer identities and feedback into consumer culture.
sharing, and other modes of exchange occur simultaneously and obey several intersecting logics,
but has not conceptualized these so-called hybrid economic forms, nor explained how these
hybrids are shaped and sustained. Using ethnographic and netnographic data from the
collaborative network of geocaching, this study explains the emergence of hybrid economies.
Performativity theory is mobilized to demonstrate that the hybrid status of these economies is
constantly under threat of destabilization by the struggle between competing performativities of
market and non-market modes of exchange. Despite latent tension between competing
performativities, the hybrid economy is sustained through consumer-producer engagements in
collaborative consumption and production, the creation of zones of indeterminacy, and the
enactment of tournaments of value that dissipate controversies around hybrid transactions.
Implications are drawn for consumer research on the interplay between market and non-market
economies.
de artigos de luxo. Dentro do universo de produtos de luxo, duas categorias foram selecionadas como representativas: os artigos de vestuário e joalheria. O estudo apresenta duas contribuições para a disciplina de comportamento do consumidor: a definição de uma escala para a medição de valores, significados e influências no consumo de luxo e a identificação desses aspectos em uma amostra de 203 consumidores brasileiros. Três significados foram associados ao consumo de luxo: hedonismo, adequação e diferenciação. Três valores também se destacam dentre os consumidores: qualidade, sofisticação e valorização pessoal. O estudo identificou ainda diversos fatores de influência na compra de artigos de luxo.
Talks by Daiane Scaraboto
ningún sentido regalar. Entre otros, porque los
receptores estiman que el precio se encuentra
entre un 10% y 30% por debajo de lo que
realmente costaron. Regalamos porque se
espera que lo hagamos.
Design/methodology/approach – This paper is a dialogical collaboration between a co-editor of the Journal of Consumer Research and two junior scholars who represent the intended audience of this paper. Each common reason for rejecting papers, labeled as Problems 1-8, is followed by precautionary measures and detailed examples, labeled as solutions.
Findings – The paper offers eight pieces of advice on the construction of interpretive consumer research articles: (1) Clearly indicate which theoretical conversation your paper is joining as early as possible. (2) Join a conversation that belongs in your target journal. (3) Conclude your review of the conversation with gaps, problems and questions. (4) Only ask research questions that your data can answer. (5) Build your descriptive observations about contexts into theoretical claims about concepts. (6) Explain both how things are and why things are the way that they are. (7) Illustrate your theoretical claims with data and support them with theoretical argumentation. (8) Advance the theoretical conversation in a novel and radical way.
Originality/value – The goal of this paper is to help interpretive consumer researchers, especially junior scholars, publish more papers in top academic journals such as the Journal of Consumer Research.
individual identities. Prior research has mainly focused on understanding the identity-shaping potential of
finished consumer products, such as branded shoes. Less attention has been dedicated to understanding how
material substances, designer intentions, and marketing efforts jointly influence materiality and the shaping
of consumers' identities. Drawing from a netnographic investigation of an online community of plastic shoe
aficionados, we extend current understandings of object–consumer relations to include pre-objectification — a
process whereby cultural forms are translated into material objects. This expanded view allows us to examine
the outcomes of consumer interaction with material elements inscribed in consumption objects. Our study
uncovers a collective materialization process where culturally situated material interactions give shape to
consumer identities and feedback into consumer culture.
sharing, and other modes of exchange occur simultaneously and obey several intersecting logics,
but has not conceptualized these so-called hybrid economic forms, nor explained how these
hybrids are shaped and sustained. Using ethnographic and netnographic data from the
collaborative network of geocaching, this study explains the emergence of hybrid economies.
Performativity theory is mobilized to demonstrate that the hybrid status of these economies is
constantly under threat of destabilization by the struggle between competing performativities of
market and non-market modes of exchange. Despite latent tension between competing
performativities, the hybrid economy is sustained through consumer-producer engagements in
collaborative consumption and production, the creation of zones of indeterminacy, and the
enactment of tournaments of value that dissipate controversies around hybrid transactions.
Implications are drawn for consumer research on the interplay between market and non-market
economies.
de artigos de luxo. Dentro do universo de produtos de luxo, duas categorias foram selecionadas como representativas: os artigos de vestuário e joalheria. O estudo apresenta duas contribuições para a disciplina de comportamento do consumidor: a definição de uma escala para a medição de valores, significados e influências no consumo de luxo e a identificação desses aspectos em uma amostra de 203 consumidores brasileiros. Três significados foram associados ao consumo de luxo: hedonismo, adequação e diferenciação. Três valores também se destacam dentre os consumidores: qualidade, sofisticação e valorização pessoal. O estudo identificou ainda diversos fatores de influência na compra de artigos de luxo.
ningún sentido regalar. Entre otros, porque los
receptores estiman que el precio se encuentra
entre un 10% y 30% por debajo de lo que
realmente costaron. Regalamos porque se
espera que lo hagamos.