Collective forms of resistance: the transformative power of moderate communities

Daniele Dalli and Matteo Corciolani

This paper deals with collective consumer resistance – that is, organised forms of reaction against the market.
  

Collective forms of resistance: the transformative power of moderate communities - evidence from the BookCrossing case

Daniele Dalli and Matteo CorciolaniUniversity of Pisa

INTRODUCTION

This paper lies at the crossroads of two distinct streams of research: communal consumption and consumer resistance. Collective forms of consumption demonstrate that consumers need some kind of interpersonal interaction in order to fulfil their identity projects by the means of consumption. Consumer resistance shows that consumers do not passively adapt to market offerings and mass communication: they are able to react and develop personal, counter-cultural forms of consumption.

In...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands