%0 Journal Article
%J Journal of Consumer Research
%D 2014
%T The Marketization of Religion: Field, Capital, and Consumer Identity
%A McAlexander,Jim
%A DuFault,Beth
%A Martin,Diane
%A Schouten,John
%K Marketing
%X Certain institutions traditionally have had broad socializing influence over their members, providing templates for identity that comprehend all aspects of life from the existential and moral to the mundanely material. Marketization and detraditionalization undermine that socializing role. This study examines the consequences when, for some members, such an institution loses its authority to structure identity. With a hermeneutical method and a perspective grounded in Bourdieu�s theories of fields and capital, this research investigates the experiences of disaffected members of a religious institution and consumption field. Consumers face severe crises of identity and the need to rebuild their self-understandings in an unfamiliar marketplace of identity resources. Unable to remain comfortably in the field of their primary socialization, they are nevertheless bound to it by investments in field-specific capital. In negotiating this dilemma, they demonstrate the inseparability and co-constitutive nature of ideology and consumption.
%B Journal of Consumer Research
%C Madison Wisconsin
%V 41
%P 858-875
%8 2014
%G eng
%N 3
%2 a
%4 107168692224
%$ 107168692224

%0 Generic
%D 2013
%T Leaving and Identity-Central Community of Practice
%A McAlexander,Jim
%A Schouten,John
%A DuFault,Beth
%A Martin,Diane
%K Marketing
%B Consumer Culture Theory International Conference
%C Tucson AZ
%8 2013
%G eng
%2 c
%4 88009428992
%$ 88009428992

%0 Journal Article
%J Consumption, Markets and Culture
%D 2006
%T Claiming the Throttle:  Multiple Feminities in a Hyper-Masculine Subculture
%A Martin,Diane
%A Schouten,John
%A McAlexander,Jim
%K Marketing
%X This feminist re-examination of an ethnography of Harley-Davidson motorcycle owners uncovers a world of motivations, behaviors, and experiences undiscovered in the original work. The structure and ethos of subculture are understood differently when examined through the lens of feminist theory. Through the voices of women riders in a hyper-masculine consumption context we discover perspectives that cannot easily be explained by extant theory of gender and consumer behavior. We find women engaging, resisting, and co]opting hyper-masculinity as part of identity projects wherein they expand and redefine their own personal femininities. This study reveals invisible assumptions limiting the original ethnography and thus reiterates the problems of hegemonic masculinity in the social science project.
%B Consumption, Markets and Culture
%V 9
%P 171 - 205
%8 2006
%G eng
%N 3
%2 a
%4 648515584
%$ 648515584