Communitas and civitas: an idiographic model of consumer collectives
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Variously called consumer collectives, subcultures of consumption, brand communities,consumer tribes and brand cults, consumer collectivism is a rising area ofinterest in scholarly and industry circles. This paper develops an idiographic conceptualmodel for consumer religiosity, specifically those who worship/consume in groups. Producers enjoy the positive market leverage consumer collectives can provide. Collectives develop, maintain and promulgate rituals, traditions, myths andconsumption behaviours. These collectives recruit new users, provide peer support,reinforce the choice to consume the brand and promote the brand to outsiders. Somecollectives produce and engage in product/brand-related events, festivals andpromotions. Generally self-generating and self-sustaining, the collectives do so withlittle support from the producers (Belk & Tumbat, 2005; McAlexander, Schouten, &Koenig, 2002; Muniz & O’Guinn, 2001; Shanker, Cova, & Kozinets, 2007). The model’s foundation derives from the work of the American philosopher JamesCarse. Carse explicates the relationship between churches and their congregations, withthe intent of parsing religions from belief systems. The communitas/civitas modelpresented in this paper uses principles derived from his work. A postmodern worldviewunderpins the civitas/communitas model, accounting for the role of consumption as ameans of identity formation and self-actualisation. The marketing-specific servicedominantlogic paradigm strengthens the model by pinpointing value creation. Themodel describes marketing in a Carsean fashion, as an infinite game, and then expandson the interaction of the communitas (the collective) with the civitas (the producer),using principles derived from philosophy and religion. The model delineates therelationships between producers and consumer collectives, and draws parallelsbetween consumer religiosity and spiritual religiosity. These parallels reveal a rich anddeep understanding of how to manage and leverage these relationships.
Abstract
Variously called consumer collectives, subcultures of consumption, brand communities,consumer tribes and brand cults, consumer collectivism is a rising area ofinterest in scholarly and industry circles. This paper develops an idiographic conceptualmodel for consumer religiosity, specifically those who worship/consume in groups. Producers enjoy the positive market leverage consumer collectives can provide. Collectives develop, maintain and promulgate rituals, traditions, myths andconsumption behaviours. These collectives recruit new users, provide peer support,reinforce the choice to consume the brand and promote the brand to outsiders. Somecollectives produce and engage in product/brand-related events, festivals andpromotions. Generally self-generating and self-sustaining, the collectives do so withlittle support from the producers (Belk & Tumbat, 2005; McAlexander, Schouten, &Koenig, 2002; Muniz & O’Guinn, 2001; Shanker, Cova, & Kozinets, 2007). The model’s foundation derives from the work of the American philosopher JamesCarse. Carse explicates the relationship between churches and their congregations, withthe intent of parsing religions from belief systems. The communitas/civitas modelpresented in this paper uses principles derived from his work. A postmodern worldviewunderpins the civitas/communitas model, accounting for the role of consumption as ameans of identity formation and self-actualisation. The marketing-specific servicedominantlogic paradigm strengthens the model by pinpointing value creation. Themodel describes marketing in a Carsean fashion, as an infinite game, and then expandson the interaction of the communitas (the collective) with the civitas (the producer),using principles derived from philosophy and religion. The model delineates therelationships between producers and consumer collectives, and draws parallelsbetween consumer religiosity and spiritual religiosity. These parallels reveal a rich anddeep understanding of how to manage and leverage these relationships.
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