Absolvententag 2007 - uibk.ac.at · 2 Absolvententag 2007 Innsbruck University School of Management 3 ... Vol. 2, eds. John F. Sherry Jr. and Eileen Fischer, Toronto, CA. Unsere Forschung

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Absolvententag 2007Innsbruck University School of Management1

Absolvententag 2007Der aktive Konsument


“Contested Consumption”Feuer und Flamme für ungeliebte Marken

Absolvententag 2007: Der Aktive Konsument

Innsbruck, am 24.11.2007

Marius Lüdicke

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Gareth Growes und sein nagelneuer Hummer H2...


Die üblichen Verdächtigen…

+

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Schickes Statussymbol oder ungeliebte „Türkenschleuder“?


Guter Kaffe oder böser Kaffee?

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– Luedicke, Marius K. (2007), "ContestedConsumption in Everyday Life," in Advances inConsumer Research, Vol. 35, Memphis, TN:Association for Consumer Research

– Luedicke, Marius K. and Markus Giesler (2007),"Brand Communities and Their Social Antagonists:Insights from the Hummer Case," in Consumer Tribes,eds. Bernhard Cova, Robert V. Kozinets and AviShankar, Elsevier / Butterworth-Heinemann

– Luedicke, Marius K. and Markus Giesler (2007), "APoststructuralist View on Brand Community Usingthe Context of the BMW Brand of Vehicles," inConsumer Culture Theory Conference, Vol. 2, eds.John F. Sherry Jr. and Eileen Fischer, Toronto, CA.

Unsere Forschung


Erkenntnis

Die Überzeugungen und Geschmäcker sind verschieden.

Das führt zu Konflikten.

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Marketer‘s Frage

Warum ist das für Marketers interessant?


Forscher‘s Antwort

1. Wissen was “da draussen” passiert und warum

2. Ausnutzen der Dynamik für mehr Profit

3. Vermeidung von Fehlern

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ad 1: Was passiert da draussen?


Grundlage: Konsumenten bilden Beziehungen zu Marken…

IndividuumConsumer-Brand Relationships

• Arranged Marriages• Flings

• Secret love affairs• …

GruppeConsumer-Consumer Brand Relationship

• Brand Communities• Subcultures of Consumption

• Consumer Tribes• Imagined Brand Community

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…und die sind nicht immer liebevoll

IndividuumConsumer-Brand Relationships

• Arranged Marriages• Flings

• Secret love affairs• …

GruppeConsumer-Consumer Brand Relationship

• Brand Communities• Subcultures of Consumption

• Consumer Tribes• Imagined Brand Community

ProtagonistsLove

PassionDevotion

…

AntagonistsHate

DestructionViolence

…


Ein grosses Beispiel: Der HUMMER H2

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Das “Ultimate off-road Vehicle”


Hummer Spot: “First Day”

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Was passiert da draussen? Soziale Verhandlungsprozesse

Wofür steht der Hummer?


Hummer-Haters im Internet

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“As my friend Daveand I were taking thisshot a small crowdgathered around tocheer us on. Notonly that, right as thecamera flashed theowner walks up; welaugh at the bastardas he makes thewalk of shame to hisH2 - face down”(David, fuh2.com)

Hummer-Haters im Internet (Ein Beispiel)


Hummer-Haters auf der Strasse: Feuer und Flamme für den H2

Vorher

Hummer Dealership West Covina, CA 2003

Nachher

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“[…] you can vote with your dollars.If I choose to purchase avehicle that is less efficient… that’s my choice.” (Rick,none, interview)

“If you don't like a Hummer, don'tdrive one. That simple” (Radish,none, forum)

Members Non-Members

“No, it's not that simple. That's likesaying "nuclear weapons shouldbe legal for personal use - don'tlike them? don't buy them".When what you do affects thehealth of me, my family, andeveryone else on the planet, thenit's not JUST your business”(Graham, none, forum)

Individualismus oder Egoismus?


Just enjoying what the Lord hasblessed me with. LookingDOWN at all the other SUVsout there especially the LincolnNav.......” (Mark, H2, web)

Members Non-Members

“S.U.V.s tend to be bought bypeople who are insecure,vain, self-centered, andself-absorbed, who arefrequently nervous about theirmarriages, and who lackconfidence in their drivingskills.” (Bradsher, internalindustry market research,web)

Distinction oder Kompensation?

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“[Members of the HUMMER Club Inc.] dowhat is environmentally correct: jointhe Nature Conservancy, or the SierraClub, or Land Trust. (…) ‘I am givingmoney to these groups, therefore, it’sok.’” (Susan, H1, interview)

We provide transportation for Red Crossworkers and their supplies to reachemergency sites that “are notaccessible with normal vehicles”(Mike Morris, HOPE coordinator)

Members Non-Members

Gelebter Altruismus oder Egoismus?


“Id rather be the one thatsurvives the impact withthe small car then the poorschmuck treehugger that irun over. Id rather pay themoney for the gas then haveto worry about somedumbass in a rice rocketblowing through a light andhitting me in the side (…)FUCK OFF TREEHUGGERS!!!” (Ray, n/a,forum)

Members Non-Members

Leistungsfähigkeit und Gefährdung

“The H2 is a death machine.You'd better hope that youdon't collide with an H2 inyour economy car. You cankiss your ass goodbye thanksto the H2's massive weightand raised bumpers. Too badyou couldn't afford an urbanassault vehicle of your own.”(Jason, none, forum)

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“I like taking the kids and wife placesand park up front so everyonecan see!! That's the best part iswhen other kids look and hitthere moms and dads and saylook!! My kids like it tooo!!”(Ronny, H2, web).

“With the approval of the NYPD,we're going meet at NY TimesSquare at 6:30 sharp to meet,compare, and take pictures.” (H2Club Chapter NYC)

Members Non-Members

“So, if you see it our way, tell aHummer owner what you thinkand show 'em the bird. If you do,send us a picture--we'd love topost it on our site. --Yourfriends at fuh2.com”

Anerkennung und Verachtung


“The shame of all of the "people" whohave so much negativity to say aboutthe H2 either are just totally jealous,or can't make enough money toafford one, two or more! Maybethese "people" should not have"Partied" so much in College, ifthey ever went to college? … And bythe way--Fuck you ALL!! That areJealous of a Vehicle--Period!!!!” (Jack,H2, forum)

“Hey Peter let me just be the first to say(edit) your H2. I don't need it to dog it.I drive an H1 almost everyday. Itscalled Army. Your hummer is asissy truck. It is for rich girls thatwant to feel like they are special andolder guys that can't afford theinsurance on a Porsche. I flip offeveryone I see on the road.” (Cliff,n/a, forum)

Members Non-Members

Kulturelle Einbettung der Diskussion

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Hummerfahrer versuchen ihr “Distinctiveness” aufrechtzuerhalten.Dazu bedienen sie sich verschiedener Praktiken und Rituale

Erste Erkenntnisse

Hummer-Hasser und Hummer-Freunde geben bewunderndewohlmeinende bis hin zu aggressiven, illegalen Rückmeldungen.

Der Hummer bekommt mehr Gegenwind als jedes andere SUV.Ursächlich ist seine kontroverse Beziehung zur AmerikanischenNationalidentität.


Marketer‘s Question

Welche Arten des Widerstandes

von Konsumenten gegen Konsumenten gibt es?

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Formen der Konfrontation

Direct ContestationMediated

Contestation

ImplicitMessage

ExplicitMessage

Instruction

Discredit

Ridicule

Vigilant Justice Insult


Konfrontationspraktiken: Selbstjustiz

“Eco nazis! some ass keyed my h2 while in costco the other day..and they hocked lugies on the windshield..” (HUMMERManiac, H2, forum)

– Physical aggressions against possessions– Vicariously hurts the (extended) other– Implicit message that requires interpretation– Revenge for a perceived violation act - eye for an eye– Self-interested emotional abreaction– Accepts illegality and penal action– Reflects the U.S. tradition of “regeneration through violence”

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Konfrontationspraktiken: Lächerlichkeit/Satire

– Delivers a complex messagesatirically

– Easy to understand, rememberand communicate

– Eases fear through verbaldomination

– Regenerates feelings ofintellectual and moralsuperiority

– Weakens the seriousness ofthe antagonistic agenda


Konfrontationspraktiken: Belehrung

“I was at the mall the other day and when I came back to my H2, therewas a note attached to my windshield with the following remark: ‘Ask

yourself...what am I doing to save the environment?’” (Carlos, H2, forum)

– Provides the misguided with explicit instructions

– Views rationalization as appropriate, acceptable practice

– Perceived as micro-level contribution to social change

– Serves as remedy for the instructor’s soul– Perceived as arrogant, elitist, and anti-liberal

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Warum tun sie das?

Consumption Act

Individual Ideology

contradicts

consults

Contestation

motivates & legitimizes

For Contestant

leads to

For Contested

For Soci(et)al Relations

Consequences

(e.g.)• Fit with social norms and identity • Relation to history and popular memory• Evaluation of authentic need and usage• Relation to social tensions• Belief of ecological consequences• Contribution to social well-being

(e.g.)• (Temporary) emotional relief • Moral (dis)satisfaction• Strengthened intellectual superiority• Reinforced, new, contested social relations• Defiant consumption behavior• Change of consumption and production• Cultural change

Cultural Resources


Wie reagieren die Adressierten auf diese Angriffe?

For Contestant For Contested

For Soci(et)al Relations

Consequences

• Hummer owners typically do not selltheir trucks due to contestation, butmobilize a variety of culturalresources that justify their behavioras legitimately American.

• Some owners, e.g. Hollywoodcelebrities, react to the impositions

• H2 Sales correlate normally with gasprices and product live cycle

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Marken sind besonders stark je mehrUnterscheidungen sie ermöglichen: Funktional,ästhetisch, politisch, oder sozial.

Zweite Erkenntnisse

Gute Marken erzeugenKommunikationen. Nicht nur positive.


ad 2: Ausnutzen der Dynamik: Das Hummer Beispiel

Belebe eine Ikone in der Nische

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Provoziere, Polarisiere, Irritiere im Luxusmarkt



Versöhne für und verdiene mit der Masse

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ad 2: Ausnutzen der Dynamik: z.B. durch polarisierende Werbung

Blend Tech auf Youtube:“Will the iphone blend?”


ad 2: Ausnutzen der Dynamik

Soziale Provokation ist billige Werbung

Konflikte informieren über die Markenbedeutung

Streits eröffnen neue Märkte

Adressieren kultureller Spannungen schafft “Icons”

Die Erwartung von Widerstand ist ein identitäts-stiftende Ressource

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ad 3: Vermeidung von Fehlern

Falsche Reaktionen können teuer sein“Die Reclaim your Manhood Kampagne hat uns nichtgeholfen. Kunden wurden wütend…” (H2 Händler)

Kulturelle Links können schaden(z.B. Mitsubishi Pajero (Span.: Wi…er),Chevrolet Matiz (Türk.: Säufer)


Dr. Marius Lüdicke

[email protected]

www.uibk.ac.at/smt/marketing

Documents

Absolvententag 2007 - uibk.ac.at · 2 Absolvententag 2007 Innsbruck University School of Management 3 ... Vol. 2, eds. John F. Sherry Jr. and Eileen Fischer, Toronto, CA. Unsere Forschung