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Cited by 2,228

The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.

Subcultures of Consumption: An Ethnography of the New Bikers

Schouten, John W., McAlexander, James H.·1995·Journal of Consumer Research
DOI 10.1086/209434
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Abstract

This article introduces the subculture of consumption as an analytic category through which to better understand consumers and the manner in which they organize their lives and identities. Recognizing that consumption activities, product categories, or even brands may serve as the basis for interaction and social cohesion, the concept of the subculture of consumption solves many problems inherent in the use of ascribed social categories as devices for understanding consumer behavior. This article is based on three years of ethnographic fieldwork with Harley-Davidson motorcycle owners. A key feature of the fieldwork was a process of progressive contextualization of the researchers from outsiders to insiders situated within the subculture. Analysis of the social structure, dominant values, and revealing symbolic behaviors of this distinct, consumption-oriented subculture have led to the advancement of a theoretical framework that situates subcultures of consumption in the context of modern consumer culture and discusses, among other implications, a symbiosis between such subcultures and marketing institutions. Transferability of the principal findings of this research to other subcultures of consumption is established through comparisons with ethnographies of other self-selecting, consumption-oriented subcultures.

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Metadata

Authors
Schouten, J. W., & McAlexander, J. H.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
1995-06
Volume
22
Issue
1
Pages
43
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/209434
OpenAlex
W2135856408
Cited by
2,228
References
1
FWCI
29.60
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.