Abstract
The nature of value for consumers has been of central interest in consumer research. However, understudied is the conceptualization of value at a market level. One reason is the disassociation of value perceptions and experiences from socially constructed repeated patterns of practices. Combining semiotic analysis and practice theory, the authors use participant observation in a community of salsa dancers to explain how an offering becomes valuable at the interfaces between an inner, phenomenological environment, and an outer semiotic-material environment. Three layers signify this interface: 1. Material devices put into action. 2. Sign systems and semiotic interplay. 3. Communities of embodied practices.
| Original language | English |
|---|---|
| Title of host publication | Proceedings of the 42th EMAC Conference : Lost in translation. Marketing in an interconnected world |
| Number of pages | 1 |
| Place of Publication | Istanbul |
| Publication date | 06.2013 |
| Pages | 438 |
| Publication status | Published - 06.2013 |
| MoE publication type | A4 Article in conference proceedings |
| Event | 42th annual conference of the European Marketing Academy (EMAC) - Istanbul, Turkey Duration: 05.06.2013 → 07.06.2013 Conference number: 42 |
Keywords
- 512 Business and Management
- value
- Market practice
- communities of practice
- practice theory
- consumer culture theory
- Ethnography