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The reflexive consumer

Beckett, Antony; Nayak, Ajit

Authors

Antony Beckett

Ajit Nayak



Abstract

Drawing on a detailed reading of the work of Peppers and Rogers (1993, 1997, 2004, 2005), this paper argues that their work offers an emblematic problematization of traditional mass marketing, which articulates a new mentality of marketing — collaborative marketing. Collaborative marketing, implemented through the practices of CRM, reframes the role and identity of the individual consumer within producer—consumer relationships, transforming them from sovereign chooser to active collaborator, or as they are termed here, reflexive consumers. Using Foucault's concept of governmentality the paper articulates the achievement of this transformation and the central role of reflexivity in this transformation of the consumer. We conclude that in redefining the nature of marketing, RM and CRM form new relays of power linking producer and consumer and that these relays re-interpret the antagonism between freedom and subjugation that lie at the heart of producer—consumer relationships. © 2008, SAGE Publications. All rights reserved.

Citation

Beckett, A., & Nayak, A. (2008). The reflexive consumer. Marketing Theory, 8(3), 299-317. https://doi.org/10.1177/1470593108093558

Journal Article Type Article
Publication Date Jan 1, 2008
Journal Marketing Theory
Print ISSN 1470-5931
Publisher SAGE Publications
Peer Reviewed Peer Reviewed
Volume 8
Issue 3
Pages 299-317
DOI https://doi.org/10.1177/1470593108093558
Keywords collaborative marketing, govermentality, reflexive consumption, reflexivity
Public URL https://uwe-repository.worktribe.com/output/1009409
Publisher URL http://dx.doi.org/10.1177/1470593108093558




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