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Book cover: Research in Consumer Behavior

Research in Consumer Behavior

ISSN: 0885-2111
Series editor(s): Professor Russell W. Belk

Subject Area: Marketing

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Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm


Document Information:
Title:Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm
Author(s):Eric J. Arnould
Volume:11 Editor(s): Russell W. Belk, John F. Sherry ISBN: 978-0-7623-1446-1 eISBN: 978-1-84855-984-4
Citation:Eric J. Arnould (2007), Service-Dominant Logic and Consumer Culture Theory: Natural Allies in an Emerging Paradigm, in Russell W. Belk, John F. Sherry (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 11), Emerald Group Publishing Limited, pp.57-76
DOI:10.1016/S0885-2111(06)11025-X (Permanent URL)
Publisher:Emerald Group Publishing Limited
Article type:Chapter Item
Abstract:The aim of this paper is to suggest some potential linkages between Consumer Culture Theory (CCT hereafter) and the evolving Service-Dominant logic (S-D hereafter) propounded by Vargo and Lusch in a series of publications (Vargo & Lusch, 2004, 2006a, 2006b). I begin by discussing why this alliance makes sense. To do this, I review the CCT roots of several foundational propositions for the S-D logic Vargo and Lusch (2004) offer. Then I offer a suggestion for rethinking the notion of consumer itself. And finally, I discuss some potential changes in preferred constructs that I believe are necessary to fulfill the theoretical promise of the CCT perspective, and follow on from embracing a CCT/S-D perspective.

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