The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.
Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets
Abstract
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.
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Cites
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Cited by
Uniting the Tribes: Using Text for Marketing Insight
Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020) · Journal of Marketing · doi:10.1177/0022242919873106 · Cited by 742
Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer Subjectivity
Giesler, M., & Veresiu, E. (2014) · Journal of Consumer Research · doi:10.1086/677842 · Cited by 613
Arsel, Z., Crockett, D., & Scott, M. L. (2022) · Journal of Consumer Research · doi:10.1093/jcr/ucab057 · Cited by 254
Routines Disrupted: Reestablishing Security through Practice Alignment
Phipps, M., & Ozanne, J. L. (2017) · Journal of Consumer Research · doi:10.1093/jcr/ucx040 · Cited by 193
Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class
Crockett, D. (2017) · Journal of Consumer Research · doi:10.1093/jcr/ucx049 · Cited by 188
Metadata
- Authors
- Scaraboto, D., & Fischer, E.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2012-10-16
- Volume
- 39
- Issue
- 6
- Pages
- 1234-1257
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2128572242
- Cited by
- 683
- References
- 6
- FWCI
- 36.60
- Type
- journal article
- Language
- en
- Open access
- closed
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