How marketplace performances produce interdependent status games and contested forms of symbolic capital

Abstract

Consumer researchers have commonly analyzed marketplace performances as liminal events structured by context-specific role playing, norms of reciprocity, and cocreative collaborations. As a consequence, this literature remains theoretically mute on questions related to the sociological disparities that arise when marketplace performances forge relationships between affluent consumers and underclass service workers: a circumstance becoming increasingly commonplace owing to trends in the service-oriented global economy. To redress this gap, we analyze how such sociocultural differences are manifested and mediated in the provisions of skilled marketplace performances. Building upon Bourdieu's logic of field analysis, our resulting theoretical framework illuminates a network of structural relations that reconfigures the asymmetrical distribution of class-based resources between these class factions. Rather than being cooperative endeavors conducive to the formation of commercial friendships, we show that these class-stratified marketplace performances produce interdependent status games, subtly manifested power struggles, and contested forms of symbolic capital. © 2011 by JOURNAL OF CONSUMER RESEARCH, Inc.