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Cited by 78Foucault, Power, and EthicsConsumer Behavior in Brand Consumption and IdentificationConsumer behavior in food and health

Creating Responsible Subjects: The Role of Mediated Affective Encounters

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Bajde, Domen, Rojas-Gaviria, Pilar·2021·Journal of Consumer Research
DOI 10.1093/jcr/ucab019
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Abstract

Why do people willingly bestow upon themselves the responsibility to tackle social problems such as poverty? Consumer research has provided valuable insight into how individuals are created as responsible subjects but has yet to account for the crucial role of affective dynamics in subject formation. We draw upon affect theorizing and nascent research on “affective governmentality” in organization and policy studies to theorize the formation of responsible subjects via affective encounters (i.e., consumption encounters through which consumers’ capacities to affect and to be affected change), and to explore how affective encounters are mediated downstream. Through a qualitative investigation of the online microloan market, we explain how market intermediaries contribute to the creation of affective-entrepreneurial subjects who willingly supply interest-free loans to the disadvantaged. The intermediaries accomplish this by nurturing and dramatizing a structure of feeling that subtends affective encounters and by deploying apparatuses of affirmation and relatability to target and intervene into affective encounters. In addition to illuminating the affective dynamics involved in consumer responsibilization and subject formation more broadly, our study facilitates critical reflection on the subject-formative power of consumer experiences and experiential marketing and carries important implications for research on charitable giving and critical thinking on microcredit.

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Crossref · 10.1093/jcr/ucab019

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  • Consumers are increasingly held accountable for the broader societal impact of their individual practices across a range of consumption domains.

    “Prior literature shows that consumers are increasingly held accountable for the broader societal impact of their individual practices across a range of consumption domains (Bajde and Rojas-Gaviria 2021; Giesler and Veresiu 2014; Gonzalez-Arcos et al. 2021).”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Bajde and Rojas-Gaviria 2021

  • Consumers are hailed as responsibilized consumer subjects exhorted to take responsibility for how their actions intersect with cultural diversity, equity, and inclusion.

    “In a sociocultural zeitgeist politicized through the lens of 'wokeness' and 'cancel culture' (Kanai and Gill 2020), consumers are hailed as responsibilized consumer subjects (Giesler and Veresiu 2014)exhorted to take responsibility for how their actions intersect with issues of cultural diversity, equity, and inclusion (Arsel, Crockett, and Scott 2022; Bajde and Rojas-Gaviria 2021; Giesler and Ver”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Bajde and Rojas-Gaviria 2021

  • The reforming strategy reflects less a morality conflict between insiders and outsiders than an emergent 'inside out' responsibilization of consumers.

    “The reforming strategy reflects less a morality conflict between insiders and outsiders than an emergent 'inside out' responsibilization of consumers (Bajde and Rojas-Gaviria 2021; Giesler and Veresiu 2014).”

    From Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference (2024) · cites this paper as Bajde and Rojas-Gaviria 2021

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Authors
Bajde, D., & Rojas-Gaviria, P.
Affiliations
University of Southern Denmark (DK)
ORCID
Bajde, Domen
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2021-08-04
Volume
48
Issue
3
Pages
492-512
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1093/jcr/ucab019
OpenAlex
W3175788452
Cited by
78
References
89
Citations by year
2026: 16 · 2025: 21 · 2024: 17 · 2023: 17 · 2022: 7
FWCI
14.20
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of Consumer Research (publishedVersion, cc-by-nc)
  • University of Birmingham Research Portal (University of Birmingham) (publishedVersion, cc-by-nc)
  • University of Southern Denmark Research Portal (University of Southern Denmark) (submittedVersion, cc-by-nc)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Foucault, Power, and Ethics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Consumer behavior in food and health
Keywords
subjectivation, affective encounters, microcredit, marketing intermediaries, structure of feeling, relatability, experiential marketing, charitable giving, poverty reduction, affect theory

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