Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Who are you calling 'hipster'? Consumers defy labels and stereotypes

25.08.2010
What happens when the products you love become labeled as "trendy" or "hipster"? Consumers who identify with these products find creative ways to remain loyal and elude derision, according to a new study in the Journal of Consumer Research.

"From the rebellious aura of Harley-Davidson bikes to the utopian ethos of Star Trek, iconic brands and constellations of lifestyle goods exude symbolic meanings that attract consumers in an almost magnet-like fashion," write authors Zeynep Arsel (Concordia University) and Craig J. Thompson (University of Wisconsin-Madison). But sometimes these mythic meanings reach a cultural tipping point where a marketplace myth degenerates into a cultural cliché—for example yuppies, metrosexuals, urban gangstas, and hipsters.

Prior research shows that some consumers will abandon consumption practices once their associated meanings are no longer positive, but the authors believe this may be an oversimplification. Instead, they found that consumers are able to "demythologize" their consumption practices to distance themselves from unfavorable labels.

The authors investigated the category of "hipster," which has gained attention from the mass media in recent years. "This iconic category has evolved from its countercultural roots, originally aligned with beat sensibilities, to a trend-seeking über-consumer of the 2000s," the authors write. They analyze the hipster icon and note how it has become a trivializing label for indie consumption practices.

The authors interviewed individuals who participated in the indie marketplace as consumers or tastemakers (such as DJs and music critics). The researchers did not mention hipsters in the interview. "Interestingly all participants but one wanted to talk about how they were mistaken for, or accused of being a hipster just because they were consuming indie products," the authors write.

"Our findings suggest how backlash against identity categories such as hipster or metrosexual could generate complex and nuanced identity strategies that enable consumers to retain their tastes and interests while protecting these tastes from trivializing mythologies," the authors conclude.

Zeynep Arsel and Craig J. Thompson. "Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths." Journal of Consumer Research: February 2011. A preprint of this article (to be officially published online soon) can be found at http://journals.uchicago.edu/jcr.

Mary-Ann Twist | EurekAlert!
Further information:
http://www.wisc.edu

More articles from Studies and Analyses:

nachricht WAKE-UP provides new treatment option for stroke patients | International study led by UKE
17.05.2018 | Universitätsklinikum Hamburg-Eppendorf

nachricht First form of therapy for childhood dementia CLN2 developed
25.04.2018 | Universitätsklinikum Hamburg-Eppendorf

All articles from Studies and Analyses >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Explanation for puzzling quantum oscillations has been found

So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics

Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...

Im Focus: Dozens of binaries from Milky Way's globular clusters could be detectable by LISA

Next-generation gravitational wave detector in space will complement LIGO on Earth

The historic first detection of gravitational waves from colliding black holes far outside our galaxy opened a new window to understanding the universe. A...

Im Focus: Entangled atoms shine in unison

A team led by Austrian experimental physicist Rainer Blatt has succeeded in characterizing the quantum entanglement of two spatially separated atoms by observing their light emission. This fundamental demonstration could lead to the development of highly sensitive optical gradiometers for the precise measurement of the gravitational field or the earth's magnetic field.

The age of quantum technology has long been heralded. Decades of research into the quantum world have led to the development of methods that make it possible...

Im Focus: Computer-Designed Customized Regenerative Heart Valves

Cardiovascular tissue engineering aims to treat heart disease with prostheses that grow and regenerate. Now, researchers from the University of Zurich, the Technical University Eindhoven and the Charité Berlin have successfully implanted regenerative heart valves, designed with the aid of computer simulations, into sheep for the first time.

Producing living tissue or organs based on human cells is one of the main research fields in regenerative medicine. Tissue engineering, which involves growing...

Im Focus: Light-induced superconductivity under high pressure

A team of scientists of the Max Planck Institute for the Structure and Dynamics of Matter (MPSD) at the Center for Free-Electron Laser Science in Hamburg investigated optically-induced superconductivity in the alkali-doped fulleride K3C60under high external pressures. This study allowed, on one hand, to uniquely assess the nature of the transient state as a superconducting phase. In addition, it unveiled the possibility to induce superconductivity in K3C60 at temperatures far above the -170 degrees Celsius hypothesized previously, and rather all the way to room temperature. The paper by Cantaluppi et al has been published in Nature Physics.

Unlike ordinary metals, superconductors have the unique capability of transporting electrical currents without any loss. Nowadays, their technological...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

Save the date: Forum European Neuroscience – 07-11 July 2018 in Berlin, Germany

02.05.2018 | Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

Unique scope of UV LED technologies and applications presented in Berlin: ICULTA-2018

12.04.2018 | Event News

 
Latest News

Supersonic waves may help electronics beat the heat

18.05.2018 | Power and Electrical Engineering

Keeping a Close Eye on Ice Loss

18.05.2018 | Information Technology

CrowdWater: An App for Flood Research

18.05.2018 | Information Technology

VideoLinks
Science & Research
Overview of more VideoLinks >>>