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Consumer Fetish : Commercial Ethnography and the Sovereign Consumer

Author

Listed:
  • Eric Arnould

    (SDU - University of Southern Denmark)

  • Julien Cayla

    (Nanyang Technological University [Singapour], Kedge BS - Kedge Business School)

Abstract

What is the sovereign consumer that occupies such a central role in organizational discourse whose satisfaction has become an organizational imperative? Our research draws from extended fieldwork in the world of commercial ethnography. Our analysis shows how ethnography is implicated in the organizational fetishization of consumers, that is, how in the process of understanding and managing markets, a quasi-magical fascination with amalgams of consumer voices, images, and artefacts comes about. We offer several contributions. First, we demonstrate the pertinence of (primarily anthropological) theories of the fetish to organizational sensemaking. Second, we describe a distinctive process of organizational market sensemaking that is sensuous, magical, and analogical. Third, we offer a subtle critique of commercial ethnography, a popular research practice that aims to bring ‘real' consumers to life inside the firm.

Suggested Citation

  • Eric Arnould & Julien Cayla, 2015. "Consumer Fetish : Commercial Ethnography and the Sovereign Consumer," Post-Print hal-02313431, HAL.
    • Handle: RePEc:hal:journl:hal-02313431
    DOI: 10.1177/0170840615580012
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    Cited by:

    1. Bernard Cova & Gerald Gaglio & Juliette Weber & Philippe Chanial, 2018. "Organizational Sensemaking of Non-ethical Consumer Behavior: Case Study of a French Mutual Insurance Company," Journal of Business Ethics, Springer, vol. 148(4), pages 783-799, April.
    2. Thomas, Tandy Chalmers & Epp, Amber M. & Price, Linda L., 2020. "Journeying Together: Aligning Retailer and Service Provider Roles with Collective Consumer Practices," Journal of Retailing, Elsevier, vol. 96(1), pages 9-24.

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