author={Eric J. Arnould and Alexander S. Rose},
  journal={Marketing Theory},
  pages={75 - 99}
The recently introduced construct of consumer sharing is represented as a nonreciprocal, pro-social distribution of resources given without expectation of reciprocity (Belk, 2010, ‘Sharing’, Journal of Consumer Research 36: 715–34). The approach adopted rests on shaky ontological and epistemological grounds and reproduces an array of problematic modernist dichotomies (e.g., agency/structure, nurturing family/instrumental public, gift/market, and altruism/self-interest) that significantly… 

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