TY - JOUR
T1 - Subsistence Consumer-Merchant Marketplace Deviance in Marketing Systems
T2 - Antecedents, Implications, and Recommendations
AU - Upadhyaya, Shikha
AU - Vann, Richard J.
AU - Camacho, Sonia
AU - Baker, Courtney Nations
AU - Leary, R. Bret
AU - Mittelstaedt, John D.
AU - Rosa, José Antonio
N1 - Funding Information:
This article was developed as a joint effort by students and professors in a Consumer Behavior Seminar at the University of Wyoming. The data were collected as part of a Fulbright Fellowship project at Universidad de los Andes by the last-listed author and the third-listed author. All contributors are grateful for support from the Fulbright Commission, the University of Wyoming, Universidad de los Andes, and the City of Bogotá. They are also grateful to informants and the editors and reviewers at the Journal of Macromarketing . Declaration of Conflicting Interests The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article. Funding The author(s) received no financial support for the research, authorship, and/or publication of this article.
PY - 2014/3
Y1 - 2014/3
N2 - This article examines deviant marketplace behaviors that appear in marketing systems involving subsistence consumer merchants, and their beneficial and detrimental implications. Deviant marketplace behaviors are violations of social norms that often arise among subsistence consumer merchants facing conflicting normative goals and incompatible means for meeting such goals. Social and environmental factors that exacerbate such conflicts, common in bottom-of-the-pyramid marketplaces, are explored within a deviant behavior typology. The research uses ethnographic data gathered from subsistence consumer-merchants to illustrate ways in which deviant behavior can be beneficial or detrimental and the unique challenges that partnering with subsistence consumer merchants may entail. It also provides insights into what conflicting norms and deviance engender in marketing systems.
AB - This article examines deviant marketplace behaviors that appear in marketing systems involving subsistence consumer merchants, and their beneficial and detrimental implications. Deviant marketplace behaviors are violations of social norms that often arise among subsistence consumer merchants facing conflicting normative goals and incompatible means for meeting such goals. Social and environmental factors that exacerbate such conflicts, common in bottom-of-the-pyramid marketplaces, are explored within a deviant behavior typology. The research uses ethnographic data gathered from subsistence consumer-merchants to illustrate ways in which deviant behavior can be beneficial or detrimental and the unique challenges that partnering with subsistence consumer merchants may entail. It also provides insights into what conflicting norms and deviance engender in marketing systems.
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U2 - 10.1177/0276146713504107
DO - 10.1177/0276146713504107
M3 - Article
AN - SCOPUS:84899690009
SN - 0276-1467
VL - 34
SP - 145
EP - 159
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 2
ER -