Garcia-Bardidia, Nau and Remy (2011)
|Garcia-Bardidia, Nau and Remy (2011)|
|Title:||Consumer Resistance and Anti-Consumption: Insights from the Deviant Careers of French Illegal Downloaders|
|Author(s):||Garcia-Bardidia, R., Nau, J.-P., Remy, E.|
|Citation:||Garcia-Bardidia, R., Nau, J. P., & Rémy, E. (2011). Consumer Resistance and Anti-Consumption: Insights from the Deviant Careers of French Illegal Downloaders. European Journal of Marketing, 45(11/12), 1789-1798.|
|Link(s):||Definitive , Open Access|
|Key Related Studies:|
|About the Data|
|Data Description:||Between June and September 2009, 49 in-depth interviews (mostly face-to-face) were conducted with French informants who varied in professional status, age, sex, residence, intensity, and length of downloading practice (including non-users, legal users, and hackers). Relatives or friends of the informants joined the sample to provide insights into social learning effects.
In total, the sample data comprise 60 hours of recorded statement, which last on average 73 minutes per interview, and 881 pages of extensively transcribed data.
|Data Type:||Primary data|
|Secondary Data Sources:|
|Data Collection Methods:|
|Data Analysis Methods:|
|Cross Country Study?:||No|
|Government or policy study?:||No|
|Time Period(s) of Collection:||
This paper aims to study consumer resistance and anti-consumption in the context of illegal downloading of cultural goods in France. This practice is socially constructed as deviant by marketplace actors’ moral labeling. To that extent, deviant careers are adopted as an analytic framework to articulate these two concepts.
Main Results of the Study
- The deviant careers identified shed light on the social construction of resistant identities and specific consumption practices in which social learning and devices play a major role. Accomplished careers enable deviant lifestyles that could be assimilated to anti-consumption in a mundane context.
- The deviant careers observed reveal the social learning needed to confront the guilt associated with being labeled a pirate and to adjust consumption to the flow of downloaded content.
- The situation of piracy could be worsened by coercive approaches and moral labeling that push mainstream users into activist postures and new attachments to the marketplace. Observed practices, like re-moralization, could be integrated into marketing efforts to reconnect consumers with the marketplace and thus increase willingness to pay.
Policy Implications as Stated By Author
- This study could help economic actors to improve their understanding of illegal downloaders’ statements, motivations, and behaviors. It gives them clues to anticipate the massive changes in consumer culture occurring through dematerialization of cultural goods.
- This study sheds light on the distinctive features of consumer resistance and anti-consumption in a case of everyday and secret deviance strengthened by marketplace actors’ moral labeling. It then helps to articulate these concepts through profiles related to downloaders’ careers.
Coverage of Study
|Level of aggregation:||Individual|
|Period of material under study:||Prior to September 2009|