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Working consumers: the next step in marketing theory?

Euromed Management Marseille, Università Bocconi Milan, bernard.cova{at}euromed-marseille.com

Daniele Dalli

University of Pisa, dalli{at}ec.unipi.it

In marketing and consumer research, consumers have been increasingly theorized as producers. However, these theorizations do not take all facets of consumers’ productive role into account. This paper mobilizes both post-Marxist economics and post-Maussian socioeconomics to develop the concept of working consumer. This concept depicts consumers who, through their immaterial labour, add cultural and affective value to market offerings. In so doing consumers increase the value of market offerings, although they usually work at the primary level of sociality (interpersonal relationships) and are therefore beyond producers’ control. However, given certain conditions, companies capture such a value when it enters the second level of sociality (the market). The concept of the working consumer summarizes and enriches extant approaches to consumer (co)production, while challenging widespread developments, such as the service-dominant (SD) logic of marketing, which try to create/construct an ethereal marketscape in which consumers and producers live in harmony.

Key Words: co-creation • co-production • double exploitation • immaterial labour • primary sociality • secondary sociality

Marketing Theory, Vol. 9, No. 3, 315-339 (2009)
DOI: 10.1177/1470593109338144


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