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- Title
AUGMENTER LE POUVOIR D'ACHAT PAR L'AUTORÉDUCTION.
- Authors
FOSSE-GOMEZ, MARIE-HÉLÈNE; ÔZÇAĞLAR-TOULOUSE, NIL
- Abstract
Nowadays, French retailers must deal with a new kind of struggle, denominated "self-reduction". This term refers to actions of consumers, that might even involve collective shoplifting, who in search of a higher purchasing power, impose price drops of the consumed products or services. This research uses ethnographic data (interviews, observation during a self-reduction and nethnography) to decipher the bases and the mechanisms of such behavior. Our analysis suggests interpreting these actions as a special form of shoplifting on the one hand, and as a social movement and an act of resistance on the other. Although it is a marginal phenomenon, self-reduction presents an extraordinary invitation to study individuals excluded from the consumption system.
- Subjects
FRANCE; CASH discounts; PRICING; PURCHASING power; RETAIL stores; SHOPLIFTING; CONSUMPTION (Economics)
- Publication
Décisions Marketing, 2009, Issue 56, p63
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.056.63.73