Featured Research

from universities, journals, and other organizations

Long-distance runners: How can differences unite a diverse community of consumers?

Date:
August 15, 2012
Source:
University of Chicago Press Journals
Summary:
Growing communities can overcome conflict and fragmentation, and increase diversity, without losing their sense of collective belonging, according to a new study.

Growing communities can overcome conflict and fragmentation, and increase diversity, without losing their sense of collective belonging, according to a new study in the Journal of Consumer Research.

"Consumption communities are groups of people united by a shared passion. A persistent challenge to community is continued engagement, and collective enterprises can be destabilized by differences as they grow. Our research shows how community members leverage social and economic resources to overcome differences," write authors Tandy Chalmers Thomas (Queen's University), Linda L. Price, and Hope Jensen Schau (both University of Arizona).

The authors studied the distance running community, which has grown from a small, tight-knit, male-dominated group to a mainstream community with mass participation over the past three decades. Because runners have learned to value diversity, more companies can provide goods and services for the community. Additionally, different types of runners provide each other with social resources such as distinction, status, shared values, and a sense of belonging.

These findings are of interest to companies such as Facebook, Pinterest, and YouTube whose primary business model involves an online community, as well as major brands with associated consumption communities such as Apple, Nike, and Lululemon, or anyone interested in mobilizing social resources to incite broad participation in political campaigns and charities wishing to recruit and maintain donors and volunteers.

"Large, diverse communities experience tension because each different type of member seeks something different from the community and these desires often lead to conflict. However, this tension does not have to lead to conflict, fragmentation, and demise. On the contrary, communities are able to thrive when community members depend on each other for valued economic and social resources," 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. Tandy Chalmers Thomas, Linda L. Price, and Hope Jensen Schau. When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities. Journal of Consumer Research, February 2013; [link]

Cite This Page:

University of Chicago Press Journals. "Long-distance runners: How can differences unite a diverse community of consumers?." ScienceDaily. ScienceDaily, 15 August 2012. <www.sciencedaily.com/releases/2012/08/120815093242.htm>.
University of Chicago Press Journals. (2012, August 15). Long-distance runners: How can differences unite a diverse community of consumers?. ScienceDaily. Retrieved August 23, 2014 from www.sciencedaily.com/releases/2012/08/120815093242.htm
University of Chicago Press Journals. "Long-distance runners: How can differences unite a diverse community of consumers?." ScienceDaily. www.sciencedaily.com/releases/2012/08/120815093242.htm (accessed August 23, 2014).

Share This




More Science & Society News

Saturday, August 23, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Endangered Red Wolves Face Uncertain Future

Endangered Red Wolves Face Uncertain Future

AP (Aug. 22, 2014) A federal judge temporarily banned coyote hunting to save endangered red wolves, but local hunters say that the wolf preservation program does more harm than good. Meanwhile federal officials are reviewing its wolf program in North Carolina. (Aug. 22) Video provided by AP
Powered by NewsLook.com
Bank of America's $17 Bln Settlement

Bank of America's $17 Bln Settlement

Reuters - Business Video Online (Aug. 21, 2014) Bank of America's settlement is by far the largest amount paid by big banks facing mortgage securities probes. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
Former TSA X-Ray Scanners Easily Tricked To Miss Weapons

Former TSA X-Ray Scanners Easily Tricked To Miss Weapons

Newsy (Aug. 21, 2014) Researchers found the scanners could be duped simply by placing a weapon off to the side of the body or encasing it under a plastic shield. Video provided by Newsy
Powered by NewsLook.com
Cadavers, a Teen, and a Medical School Dream

Cadavers, a Teen, and a Medical School Dream

AP (Aug. 21, 2014) Contains graphic content. He's only 17. But Johntrell Bowles has wanted to be a doctor from a young age, despite the odds against him. He was recently the youngest participant in a cadaver program at the Indiana University NW medical school. (Aug. 21) Video provided by AP
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