Downloaded by [University of California, San Diego] at 22:28 09 June 2017 Downloaded by [University of California, San Diego] at 22:28 09 June 2017 By following traces, practices and ‘devicification’, the chapters of this edited collection take us through the profound transformations that characterise contemporary digital consumption Digital consumers are now not more or less than their devices Consumers, devices, data, infrastructures and algorithms form composites with consequence Professor Daniel Neyland, Sociology, Goldsmiths, UK This is a terrific collection that takes the dynamic, material processes of digitalization, rather than ‘the digital’ as its departure point As a result, the authors are able to expose the rhythms, traces and consequences of digitalization on consumption, and on social life more broadly It should be required reading for anyone who wants to move beyond the hype to understand how digitalization is working through infrastructures that artfully combine the enterprises of consumers and professionals to monitor and frame consumption Liz McFall, Senior Lecturer in Sociology at the Open University, UK The digitalization of consumption is an important field of research that, so far, has not been adequately explored This book makes a much need contribution by combining in-depth empirical analysis with new theoretical insights I think it is a must-read for anyone with an interest in this field Adam Arvidsson, Associate Professor of Sociology, University of Milan, Italy Downloaded by [University of California, San Diego] at 22:28 09 June 2017 This page intentionally left blank Downloaded by [University of California, San Diego] at 22:28 09 June 2017 Digitalizing Consumption Contemporary consumer society is increasingly saturated by digital technology, and the devices that deliver this are increasingly transforming consumption patterns Social media, smartphones, mobile apps and digital retailing merge with traditional consumption spheres, supported by digital devices which further encourage consumers to communicate and influence other consumers to consume Through a wide range of empirical studies which analyse the impact of digital devices, this volume explores the digitization of consumption and shows how consumer culture and consumption practices are fundamentally intertwined and mediated by digital devices Exploring the development of new consumer cultures, leading international scholars from sociology, marketing and ethnology examine the effects on practices of consumption and marketing, through topics including big data, digital traces, streaming services, wearables, and social media’s impact on ethical consumption Digitalizing Consumption makes an important contribution to practice-based approaches to consumption, particularly the use of market devices in consumers’ everyday consumer life, and will be of interest to scholars of marketing, cultural studies, consumer research, organization and management Franck Cochoy is Professor of Sociology at the University of Toulouse Jean Jaurès, France, and a member of LISST-CNRS, France Johan Hagberg, PhD, is Associate Professor of Marketing at the School of Business, Economics and Law, University of Gothenburg, Sweden Magdalena Petersson McIntyre is PhD in European Ethnology and Associate Professor at the Centre for Consumer Science, University of Gothenburg, Sweden Niklas Sörum is PhD in European Ethnology and Senior Researcher at the Centre for Consumer Science, University of Gothenburg, Sweden and a Senior Lecturer in Marketing at University College of Borås, Sweden Downloaded by [University of California, San Diego] at 22:28 09 June 2017 Routledge Interpretive Marketing Research Recent years have witnessed an ‘interpretative turn’ in marketing and consumer research Methodologists from the humanities are taking their place alongside those drawn from the traditional social sciences Qualitative and literary modes of marketing discourse are growing in popularity Art and aesthetics are increasingly firing the marketing imagination This series brings together the most innovative work in the burgeoning interpretative marketing research tradition It ranges across the methodological spectrum from grounded theory to personal introspection, covers all aspects of the postmodern marketing ‘mix’, from advertising to product development, and embraces marketing’s principal sub-disciplines Consuming Books The Marketing and Consumption of Literature Edited by Stephen Brown The Undermining of Beliefs in the Autonomy and Rationality of Consumers By John O’Shaugnessy and Nicholas Jackson O’Shaugnessy Marketing Discourse A Critical Perspective By Per Skålén, Markus Fellesson and Martin Fougère Explorations in Consumer Culture Theory Edited by John F Sherry Jr and Eileen Fisher Consumer Culture, Branding and Identity in the New Russia From Five-Year-Plan to 4x4 Graham H Roberts The Practice of the Meal Food, Families and the Market Place Edited by Benedetta Cappellini, David Marshall and Elizabeth Parsons Digitalizing Consumption How Devices Shape Consumer Culture Edited by Franck Cochoy, Johan Hagberg, Magdalena Petersson McIntyre and Niklas Sörum Digitalizing Consumption Downloaded by [University of California, San Diego] at 22:28 09 June 2017 How Devices Shape Consumer Culture Edited by Franck Cochoy, Johan Hagberg, Magdalena Petersson McIntyre and Niklas Sörum First published 2017 by Routledge Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Downloaded by [University of California, San Diego] at 22:28 09 June 2017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2017 selection and editorial matter, Franck Cochoy, Johan Hagberg, Magdalena Petersson McIntyre and Niklas Sörum; individual chapters, the contributors The right of Franck Cochoy, Johan Hagberg, Magdalena Petersson McIntyre and Niklas Sörum to be identified as the authors of the editorial material, and of the authors for their individual chapters, has been asserted in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988 All rights reserved No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers Trademark notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data A catalog record for this book has been requested ISBN: 978-1-138-12489-9 (hbk) ISBN: 978-1-315-64788-3 (ebk) Typeset in Times New Roman by Taylor & Francis Books Downloaded by [University of California, San Diego] at 22:28 09 June 2017 Contents List of illustrations List of contributors Digitalizing consumption: Introduction ix xii FRANCK COCHOY, JOHAN HAGBERG, MAGDALENA PETERSSON MCINTYRE AND NIKLAS SÖRUM Big data challenge for social sciences and market research: From society and opinion to replications 20 DOMINIQUE BOULLIER AND JIM O’HAGAN Towards a rhythm-sensitive data economy 41 MIKA PANTZAR AND MINNA LAMMI Serendipitous effects in digitalized markets: The case of the DataCrawler recommendation agent 59 JEAN-SÉBASTIEN VAYRE, LUCIE LARNAUDIE AND AUDE DUFRESNE Extending the mind: Digital devices and the transformation of consumer practices 85 REBECCA JENKINS AND JANICE DENEGRI-KNOTT Promoting ethical consumption: The construction of smartphone apps as “ethical” choice prescribers 103 LENA HANSSON Tracing the sex of big data (or configuring digital consumers) 122 MAGDALENA PETERSSON MCINTYRE “Write something”: The shaping of ethical consumption on Facebook NIKLAS SÖRUM AND CHRISTIAN FUENTES 144 viii Contents Digitalized music: Entangling consumption practices 167 JOHAN HAGBERG AND HANS KJELLBERG 10 Marketing and cyberspace: William Gibson’s view 190 BARBARA CZARNIAWSKA Downloaded by [University of California, San Diego] at 22:28 09 June 2017 11 Digital advertising campaigns and the branded economy 203 GUSTAV SJÖBLOM, OSKAR BROBERG AND ANN-SOFIE AXELSSON 12 From the logs of QR code readers: A socio-log-y of digital consumption 225 FRANCK COCHOY AND JAN SMOLINSKI Index 246 Downloaded by [University of California, San Diego] at 22:28 09 June 2017 Illustrations Figures 3.1 3.2 3.3 3.4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 6.1 6.2 Daily profiles of Internet bank transactions in 2011 over a period of five weeks on Saturdays (top), Sundays (middle) and Thursdays (bottom) Hourly visitors on a major chat line in Finland from Monday 08.06.2009 to Sunday 15.06.2009 Weekly rhythm of an online auction: Friday, Saturday and Sunday peak (40% of sales connected with products for children) Daily customer contacts at an insurance company’s call center Cognitive architecture of the DataCrawler recommendation agent Presentation of product information pages AOI: AOI a-image, AOI b-title, AOI c-price, AOI d-recommendation, AOI e-description and AOI f-search Average AOI fixation duration (DFi) per clickstream Transition percentages per AOI (PTi) for all product information pages observed Evolution of the number of homepages (PA), product lists (LP) and product information pages (FP) observed according to the number of recommendation clicks (CR) performed during the clickstream Evolution of the consultation time of open nodes (T(is)) according to the number of recommendation clicks (CR) performed during the clickstream Evolution of the number of pages opened more than once (T+1), different product categories (CD) observed and cart clicks (CP) performed according to the number of recommendation clicks (CR) performed during the clickstream Buying advice from an expert adviser Product information and the result of the qualification calculation 50 51 51 52 68 70 71 72 74 75 78 113 113 ... Elizabeth Parsons Digitalizing Consumption How Devices Shape Consumer Culture Edited by Franck Cochoy, Johan Hagberg, Magdalena Petersson McIntyre and Niklas Sörum Digitalizing Consumption Downloaded... of digital devices, this volume explores the digitization of consumption and shows how consumer culture and consumption practices are fundamentally intertwined and mediated by digital devices Exploring... describe how various digital entities, together with consumers, pragmatically enact and format consumer actions, shape consumer culture and stage consumer dispositions In that sense, the consumer