In this study, we argue for a redefining of the consumer's role in market innovation and
suggest new patterns of consumer adoption and diffusion of market innovations. In studying …

Purpose The purpose of this paper is to explore the consumer adoption literature on local
food. This study discusses the applicability of traditional models of adoption and diffusion to …

This commentary offers a view into the contributions of Consumer Culture Theory (CCT) in
marketing and charts promising future avenues for research and marketing practices …

Firms often aim to develop markets as part of their long-term strategies. Conventionally,
research in marketing has explained this complex process by stressing firms' efforts to outdo …

Consumer movements are resolute and persistent efforts by organized consumer collectives
to reimagine elements of consumer culture. Such movements often use creative public …

The use of gender stereotypes has long been a common creative strategy used by
practitioners in advertising portrayals, leading to concern over the individual and societal …

Consumer movements strive to change markets when those markets produce value
outcomes that conflict with consumers' higher-order values. Prior studies argue that …

Abstract This Special Issue's aim is to take stock of the existing research in marketing that
refers to institutional theory and provide insights on how extending dialogue can further …

This research enriches the field's perspective on value and argues that to seriously address
inequality during the next 50 years, consumer research must explore processual aspects of …

“Enabled theorizing” is a common practice in marketing scholarship. Nevertheless, this
practice has recently been criticized for constraining the creation of novel theory. To …