Purchase power: an examination of consumption as voting

Moraes, C., Shaw, D. and Carrigan, M. (2011) Purchase power: an examination of consumption as voting. Journal of Marketing Management, 27(9/10), pp. 1059-1079. (doi: 10.1080/0267257X.2011.565726)

Full text not currently available from Enlighten.


There has been a reported increase in political activity through the marketplace in the form of 'consumer votes'. The use of marketplace votes by consumers to address their concerns about societal issues is a phenomenon that has growing relevance for firms, since they are often affected by such consumer citizenship. Therefore, this paper aims to enhance our conceptual understanding of the consumer voting phenomenon. It explores marketplace power relations and the constraints and enabling mechanisms they may pose to consumers seeking change through consumer voting. Consumer voting practices, consumer sovereignty discourses, and power tensions in marketplace encounters are examined in relation to Foucault's notions of power, technologies of the self, and governmentality. Foucault provides a critical lens to illuminate the potential for consumer resistance, an approach that so far has been somewhat neglected by the extant marketing and consumer research literature.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Shaw, Professor Deirdre
Authors: Moraes, C., Shaw, D., and Carrigan, M.
Subjects:H Social Sciences > HB Economic Theory
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Marketing Management
ISSN (Online):1472-1376
Published Online:20 April 2011

University Staff: Request a correction | Enlighten Editors: Update this record