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Cited by 683

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

Scaraboto, Daiane, Fischer, Eileen·2013·Journal of Consumer Research
DOI 10.1086/668298
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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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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
DOI
10.1086/668298
OpenAlex
W2128572242
Cited by
683
References
6
FWCI
36.60
Type
journal article
Language
en
Open access
closed

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