PurposeThe purpose of this paper is to address an under‐researched issue in marketing, atypical consumption behaviours. More particularly it focuses on the deviant behaviours of consumers in a commercial or consumption situation and on their reactions in regard to the market system.Design/methodology/approachDrawing on multidisciplinary literature, this work articulates the concepts of deviance, resistance and anti‐consumption. It looks at the interactions between these concepts and positions deviant, resistant and anti‐consumption behaviours in relation to the norm.FindingsThrough the notion of deviance, the research provides a new framework clearly differentiating and articulating the concepts of resistant and anti‐consumption behaviours. This integrative framework is sufficiently flexible and broad to cover and position the various behaviours and practices involving consumption rejection, opposition and avoidance.Originality/valueThis contribution answers a need for theoretical clarification of consumers' behaviours that challenge and oppose the market system and culture of consumption. By mobilising the concept of deviance, this research provides an original topological model that increases understanding and positions the concepts of resistant and anti‐consumption behaviours around the notion of social norm.
The omnipresence of norms on the market requires us to question their influence on consumption practices, how to study them, design them and manage them. Drawing on the work of Foucault, this article sets out to test prior research on consumption against the norm, normality and deviance. Given the political nature of (ab)normalisation, three government modes and market topographies (anthropemous, anthropophagous and mutualist) can be identified based on the primary political models that shape them (conservatism, liberalism and communism). The author concludes by challenging the role of the researcher in the politicisation of practices and emphasises the risks of failing to consider the norm and (ab)normality in consumption research.
L’omniprésence des normes dans le marché nous invite à questionner leur influence sur les pratiques de consommation, les manières de les étudier, de les concevoir et de les gérer. Inspiré par les travaux de Foucault, cet article propose de mettre à l’épreuve de la norme, de la normalité et de la déviance, les travaux sur la consommation. Considérant le caractère politique de l’(a)normalisation, trois gouvernements des pratiques et topographies du marché (anthropème, anthropophage, mutualiste) sont identifiés depuis les principales politiques qui le façonnent (conservatisme, libéralisme et communisme). Finalement, l’auteur interroge le rôle du chercheur dans la politisation des pratiques et souligne les risques qu’il y aurait à ne pas considérer la norme et l’(a)normalité dans la recherche sur la consommation.
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