Featured Research

from universities, journals, and other organizations

Who are you calling 'hipster'? Consumers defy labels and stereotypes

Date:
August 25, 2010
Source:
University of Chicago Press Journals
Summary:
What happens when the products you love become labeled as "trendy" or "hipster"? Consumers who identify with these products find creative ways to remain loyal and elude derision, according to a new study.

What happens when the products you love become labeled as "trendy" or "hipster"? Consumers who identify with these products find creative ways to remain loyal and elude derision, according to a new study in the Journal of Consumer Research.

"From the rebellious aura of Harley-Davidson bikes to the utopian ethos of Star Trek, iconic brands and constellations of lifestyle goods exude symbolic meanings that attract consumers in an almost magnet-like fashion," write authors Zeynep Arsel (Concordia University) and Craig J. Thompson (University of Wisconsin-Madison). But sometimes these mythic meanings reach a cultural tipping point where a marketplace myth degenerates into a cultural clichι -- for example yuppies, metrosexuals, urban gangstas, and hipsters.

Prior research shows that some consumers will abandon consumption practices once their associated meanings are no longer positive, but the authors believe this may be an oversimplification. Instead, they found that consumers are able to "demythologize" their consumption practices to distance themselves from unfavorable labels.

The authors investigated the category of "hipster," which has gained attention from the mass media in recent years. "This iconic category has evolved from its countercultural roots, originally aligned with beat sensibilities, to a trend-seeking όber-consumer of the 2000s," the authors write. They analyze the hipster icon and note how it has become a trivializing label for indie consumption practices.

The authors interviewed individuals who participated in the indie marketplace as consumers or tastemakers (such as DJs and music critics). The researchers did not mention hipsters in the interview. "Interestingly all participants but one wanted to talk about how they were mistaken for, or accused of being a hipster just because they were consuming indie products," the authors write.

"Our findings suggest how backlash against identity categories such as hipster or metrosexual could generate complex and nuanced identity strategies that enable consumers to retain their tastes and interests while protecting these tastes from trivializing mythologies," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Zeynep Arsel, Craig J. Thompson. Demythologizing Consumption Practices: How Consumers Protect Their Field-Dependent Identity Investments from Devaluing Marketplace Myths. Journal of Consumer Research, February 2011 [link]

Cite This Page:

University of Chicago Press Journals. "Who are you calling 'hipster'? Consumers defy labels and stereotypes." ScienceDaily. ScienceDaily, 25 August 2010. <www.sciencedaily.com/releases/2010/08/100824121018.htm>.
University of Chicago Press Journals. (2010, August 25). Who are you calling 'hipster'? Consumers defy labels and stereotypes. ScienceDaily. Retrieved July 23, 2014 from www.sciencedaily.com/releases/2010/08/100824121018.htm
University of Chicago Press Journals. "Who are you calling 'hipster'? Consumers defy labels and stereotypes." ScienceDaily. www.sciencedaily.com/releases/2010/08/100824121018.htm (accessed July 23, 2014).

Share This




More Science & Society News

Wednesday, July 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Courts Conflicted Over Healthcare Law

Courts Conflicted Over Healthcare Law

AP (July 22, 2014) — Two federal appeals courts issued conflicting rulings Tuesday on the legality of the federally-run healthcare exchange that operates in 36 states. (July 22) Video provided by AP
Powered by NewsLook.com
What Self-Made Women Need to Know Financially Before Getting Hitched

What Self-Made Women Need to Know Financially Before Getting Hitched

TheStreet (July 21, 2014) — Halle Berry was recently ordered to pay her ex-boyfriend Gabriel Aubry $16,000 a month in child support by a California judge for their daughter Nahla. As women make strides in the workforce, they are increasingly left holding the bag when relationships end regardless of marital status. 'What Monied Women Need to Know Before Getting Married or Cohabitating' discusses information such as debt incurred during the marriage is both spouse's responsibility at divorce, whether after ten years of marriage spouses are entitled to half of everything and why property acquired within the marriage is fair game without a pre-nup. Video provided by TheStreet
Powered by NewsLook.com
$23.6 Billion Awarded To Widow In Smoking Lawsuit

$23.6 Billion Awarded To Widow In Smoking Lawsuit

Newsy (July 20, 2014) — Cynthia Robinson claims R.J. Reynolds Tobacco Company hid the health and addiction risks of its products, leading to the death of her husband in 1996. Video provided by Newsy
Powered by NewsLook.com
Clock Ticks Down on Internet Speed Debate

Clock Ticks Down on Internet Speed Debate

Reuters - US Online Video (July 18, 2014) — The FCC received more than 800,000 comments on whether and how internet speeds should be regulated, even crashing its system. Lily Jamali reports. Video provided by Reuters
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins