Anticonsumption Choices Performed in a Drinking Culture: Normative Struggles and Repairs
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Author(s)
Cherrier, Helene
Gurrieri, Lauren
Year published
2013
Metadata
Show full item recordAbstract
This article explores the normative barriers to anticonsumption practices and highlights that not-for-profit organizations have an important role to play in facilitating the rejection of consumption. The study is based on thirteen phenomenological interviews with individuals who engaged in one month of alcohol abstinence and illustrates three cultural barriers to rejecting alcohol consumption, namely: the collective obligation to participate in entrenched sharing practices, the collective expectation to reciprocate in gift-giving practices of alcoholic commodities, and the identification of abstinence as deviant nonconformity. ...
View more >This article explores the normative barriers to anticonsumption practices and highlights that not-for-profit organizations have an important role to play in facilitating the rejection of consumption. The study is based on thirteen phenomenological interviews with individuals who engaged in one month of alcohol abstinence and illustrates three cultural barriers to rejecting alcohol consumption, namely: the collective obligation to participate in entrenched sharing practices, the collective expectation to reciprocate in gift-giving practices of alcoholic commodities, and the identification of abstinence as deviant nonconformity. The study also discusses the role of nonprofits as change agents within society, emphasizing their ability to mobilize disenfranchised groups, give voice to unpopular causes and facilitate community building that breeds trust and cooperation.
View less >
View more >This article explores the normative barriers to anticonsumption practices and highlights that not-for-profit organizations have an important role to play in facilitating the rejection of consumption. The study is based on thirteen phenomenological interviews with individuals who engaged in one month of alcohol abstinence and illustrates three cultural barriers to rejecting alcohol consumption, namely: the collective obligation to participate in entrenched sharing practices, the collective expectation to reciprocate in gift-giving practices of alcoholic commodities, and the identification of abstinence as deviant nonconformity. The study also discusses the role of nonprofits as change agents within society, emphasizing their ability to mobilize disenfranchised groups, give voice to unpopular causes and facilitate community building that breeds trust and cooperation.
View less >
Journal Title
Journal of Macromarketing
Volume
33
Issue
3
Copyright Statement
© 2012 SAGE Publications. This is the author-manuscript version of the paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
Subject
Marketing Theory
Other Education
Marketing
Historical Studies