Consumers as resource integrators
Abstract:Ongoing research on the service-dominant logic of marketing has identified consumers as integrators of operant resources (physical, social, cultural) as they actively immerse themselves in experiences. However, little is yet understood about how consumers integrate their operant resources and those of co-consumers in the course of defining experiences and creating value. Through exploration of a case study of a finite experiential episode (a consumer campaign to save a local, independent cinema), examples of the use and integration of consumer operant resources are highlighted, and characteristics of successful outcomes of consumer resource integration (the manner of consuming and co-consuming and the interaction with key elements of the external environment) are identified. Finally, a framework for systemised further studies of consumer resource integration is offered.
Document Type: Research Article
Publication date: February 1, 2008