Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make ex... more Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make extraordinary efforts to convince others to comply with health authorities’ advice to change their behaviour. Theories of heroism and embodied health movements inform our typology consisting of four distinct types of everyday heroes. Everyday heroes adopt a variety of actions, uniquely drawing on their embodiment of the illness and embeddedness in the local context. The ‘national role model’ builds a personal brand promoting beauty with a purpose, while the ‘national entrepreneur’ assembles resources and builds support networks and institutions. The ‘local caregiver’ offers face-to-face support to the diseased and afflicted, while the ‘local entrepreneur’ creates non-risky health practices to replace risky ones. A significant finding is the heroes’ courage and creative self-educational work, through which they find their own ways to translate medical knowledge into the local vernacular and practice.
The Routledge Companion to Identity and Consumption, 2011
This book chapter focuses on how HIV+ consumers become AIDS Activists via participation in nation... more This book chapter focuses on how HIV+ consumers become AIDS Activists via participation in national beauty pageants in Botswana during 2005-2012.
Public demonstration by early adopters of innovation benefits tends to reduce consumer resistance... more Public demonstration by early adopters of innovation benefits tends to reduce consumer resistance to HIV/AIDS public health innovations. However, elevated stigmatization, bifurcated culture, gender power relations and poverty make such public displays hard to enact in developing countries. To learn more about this difficult context for diffusion of a public health innovation, we investigate early adopters who act as public spokes-models of HIV/AIDS Positive Living in Botswana. With limited institutional support these consumers create and enact multiple roles, such as buddy, lay educator, support group member/leader and social entrepreneur. Analysis of these highly committed courageous individuals expands our understanding of the requisite personal qualities, capacities and roles of early adopters of HIV/AIDS public health innovations in developing countries. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part...
ABSTRACT - In this paper we advocate the use of the family as a unit of analysis in marketing res... more ABSTRACT - In this paper we advocate the use of the family as a unit of analysis in marketing research. In doing so we introduce the term ALifescapes@, which is used as basis for identifying four structural properties of the family: 1) Interpersonal dependency, 2) Interdependency ...
Molander, Ostberg, and Kleppe uses the case of fatherhood in Sweden to illustrate how consumer cu... more Molander, Ostberg, and Kleppe uses the case of fatherhood in Sweden to illustrate how consumer culture evolves at the nexus of the (welfare) state, individual consumers’ lived lives, and companies’ marketing activities. The chapter thereby implicitly draws on the idea of statist individualism, whereby the Swedish state’s feminist agenda attempts to liberate both mothers and fathers from their traditional roles. This freedom, however, should not be confused for some sort of anarchy where anything is allowed. Instead, the freedom is highly regulated by various actors who both prescribe and capitalize on particular modes of being a progressive father.
ABSTRACT Contemporary young female achievers constitute a historically unique cohort. For the fir... more ABSTRACT Contemporary young female achievers constitute a historically unique cohort. For the first time in recorded history large numbers of young women have the opportunity to strongly determine their lifestyles and gender roles in a wide variety of life domains. We ...
Page 1. Working Paper No. 64/2001 Country and Destination Image Similar or Different Image Obje... more Page 1. Working Paper No. 64/2001 Country and Destination Image Similar or Different Image Objects by Ingeborg Astrid Kleppe Lena L. Mossberg SNF-project No. 6345: "Country-Origin Strategies in International Marketing of Bioproducts" SNF-project No. ...
News media are central in forming public opinion images of other countries. In this longitudinal ... more News media are central in forming public opinion images of other countries. In this longitudinal and multinational study of news media coverage of one small country we identify three types of images: brother-land image, acquaintance image, and foreigner image. The three types of images vary along dimensions such as media salience, cognitive versus affective content, complexity, and self versus other anchoring. The difference between a rich and complex image in a brother-land compared to superficial and stereotypical knowledge in a foreign-land has extensive implications for country and tourism marketing strategies.
"ABSTRACT How do HIV+ consumers in developing nations become public spokes-model... more "ABSTRACT How do HIV+ consumers in developing nations become public spokes-models/activists who convince others to adopt Positive Living, a health lifestyle that clashes with local beliefs and customs? We find they undergo a radical self-transformation involving a three-phase normalisation process:1) Facing the Worst, including denial, concealment and delayed testing, 2) Walking the Talk, including developing lay expertise, dealing with stigma, and embodying the principles of Positive Living, and 3) Talking the Walk, including moving beyond personal concerns and pursuing broad social goals. As activists, HIV+ consumers must temper their radicalism and deal with multiple players in a highly socio-politicised contested field."
Regulations requiring the identification of the Source of Origin (SofO) of food products in most ... more Regulations requiring the identification of the Source of Origin (SofO) of food products in most developed countries offer a potential source of competitive advantage to firms by using the SofO as part of a branding strategy. This study investigates the different images held by consumers for an SofO in a target market and how these images compare with those held for other SofOs both within and across markets. The findings suggest that SofO is a complex concept that potentially offers a source of competitive advantage but that it should not be studied in isolation from other competing SofOs.
Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make ex... more Drawing on an ethnographic study of the HIV/AIDS pandemic, we explore how ordinary people make extraordinary efforts to convince others to comply with health authorities’ advice to change their behaviour. Theories of heroism and embodied health movements inform our typology consisting of four distinct types of everyday heroes. Everyday heroes adopt a variety of actions, uniquely drawing on their embodiment of the illness and embeddedness in the local context. The ‘national role model’ builds a personal brand promoting beauty with a purpose, while the ‘national entrepreneur’ assembles resources and builds support networks and institutions. The ‘local caregiver’ offers face-to-face support to the diseased and afflicted, while the ‘local entrepreneur’ creates non-risky health practices to replace risky ones. A significant finding is the heroes’ courage and creative self-educational work, through which they find their own ways to translate medical knowledge into the local vernacular and practice.
The Routledge Companion to Identity and Consumption, 2011
This book chapter focuses on how HIV+ consumers become AIDS Activists via participation in nation... more This book chapter focuses on how HIV+ consumers become AIDS Activists via participation in national beauty pageants in Botswana during 2005-2012.
Public demonstration by early adopters of innovation benefits tends to reduce consumer resistance... more Public demonstration by early adopters of innovation benefits tends to reduce consumer resistance to HIV/AIDS public health innovations. However, elevated stigmatization, bifurcated culture, gender power relations and poverty make such public displays hard to enact in developing countries. To learn more about this difficult context for diffusion of a public health innovation, we investigate early adopters who act as public spokes-models of HIV/AIDS Positive Living in Botswana. With limited institutional support these consumers create and enact multiple roles, such as buddy, lay educator, support group member/leader and social entrepreneur. Analysis of these highly committed courageous individuals expands our understanding of the requisite personal qualities, capacities and roles of early adopters of HIV/AIDS public health innovations in developing countries. This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part...
ABSTRACT - In this paper we advocate the use of the family as a unit of analysis in marketing res... more ABSTRACT - In this paper we advocate the use of the family as a unit of analysis in marketing research. In doing so we introduce the term ALifescapes@, which is used as basis for identifying four structural properties of the family: 1) Interpersonal dependency, 2) Interdependency ...
Molander, Ostberg, and Kleppe uses the case of fatherhood in Sweden to illustrate how consumer cu... more Molander, Ostberg, and Kleppe uses the case of fatherhood in Sweden to illustrate how consumer culture evolves at the nexus of the (welfare) state, individual consumers’ lived lives, and companies’ marketing activities. The chapter thereby implicitly draws on the idea of statist individualism, whereby the Swedish state’s feminist agenda attempts to liberate both mothers and fathers from their traditional roles. This freedom, however, should not be confused for some sort of anarchy where anything is allowed. Instead, the freedom is highly regulated by various actors who both prescribe and capitalize on particular modes of being a progressive father.
ABSTRACT Contemporary young female achievers constitute a historically unique cohort. For the fir... more ABSTRACT Contemporary young female achievers constitute a historically unique cohort. For the first time in recorded history large numbers of young women have the opportunity to strongly determine their lifestyles and gender roles in a wide variety of life domains. We ...
Page 1. Working Paper No. 64/2001 Country and Destination Image Similar or Different Image Obje... more Page 1. Working Paper No. 64/2001 Country and Destination Image Similar or Different Image Objects by Ingeborg Astrid Kleppe Lena L. Mossberg SNF-project No. 6345: "Country-Origin Strategies in International Marketing of Bioproducts" SNF-project No. ...
News media are central in forming public opinion images of other countries. In this longitudinal ... more News media are central in forming public opinion images of other countries. In this longitudinal and multinational study of news media coverage of one small country we identify three types of images: brother-land image, acquaintance image, and foreigner image. The three types of images vary along dimensions such as media salience, cognitive versus affective content, complexity, and self versus other anchoring. The difference between a rich and complex image in a brother-land compared to superficial and stereotypical knowledge in a foreign-land has extensive implications for country and tourism marketing strategies.
"ABSTRACT How do HIV+ consumers in developing nations become public spokes-model... more "ABSTRACT How do HIV+ consumers in developing nations become public spokes-models/activists who convince others to adopt Positive Living, a health lifestyle that clashes with local beliefs and customs? We find they undergo a radical self-transformation involving a three-phase normalisation process:1) Facing the Worst, including denial, concealment and delayed testing, 2) Walking the Talk, including developing lay expertise, dealing with stigma, and embodying the principles of Positive Living, and 3) Talking the Walk, including moving beyond personal concerns and pursuing broad social goals. As activists, HIV+ consumers must temper their radicalism and deal with multiple players in a highly socio-politicised contested field."
Regulations requiring the identification of the Source of Origin (SofO) of food products in most ... more Regulations requiring the identification of the Source of Origin (SofO) of food products in most developed countries offer a potential source of competitive advantage to firms by using the SofO as part of a branding strategy. This study investigates the different images held by consumers for an SofO in a target market and how these images compare with those held for other SofOs both within and across markets. The findings suggest that SofO is a complex concept that potentially offers a source of competitive advantage but that it should not be studied in isolation from other competing SofOs.
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