Working consumers: the next step in marketing theory?

  title={Working consumers: the next step in marketing theory?},
  author={Bernard Cova and Daniele Dalli},
  journal={Marketing Theory},
  pages={315 - 339}
  • B. Cova, D. Dalli
  • Published 15 August 2009
  • Business, Economics
  • Marketing Theory
In marketing and consumer research, consumers have been increasingly theorized as producers. However, these theorizations do not take all facets of consumers’ productive role into account. This paper mobilizes both post-Marxist economics and post-Maussian socioeconomics to develop the concept of working consumer. This concept depicts consumers who, through their immaterial labour, add cultural and affective value to market offerings. In so doing consumers increase the value of market offerings… 

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