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Marketplace Sentiments

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  • Ahir Gopaldas

Abstract

From outrage at corporations to excitement about innovations, marketplace sentiments are powerful forces in consumer culture that transform markets. This article develops a preliminary theory of marketplace sentiments. Defined as collectively shared emotional dispositions, sentiments can be grouped into three function-based categories: contempt for villains, concern for victims, and celebration of heroes. Marketplace actors such as activists, brands, and consumers have a variety of motives and methods for producing and reproducing sentiments. Activists plant, amplify, and hyper-perform sentiments to recruit consumers and discipline institutions. Brands carefully select, calibrate, and broadcast sentiments to entertain consumers and promote products. Consumers learn, experience, and communicate sentiments to commune and individuate in society. The emergent theory of marketplace sentiments (1) advances a sociocultural perspective on consumer emotion, (2) elevates the theoretical significance of emotional observations in cultural studies, (3) offers a sentiment-based understanding of the power of ideology, (4) indicates how activist sentiments can paradoxically benefit from brand co-optation, and (5) calls for human input in big data sentiment analysis. More broadly, the article proposes that cultures are systems of discourses, sentiments, and practices wherein discourses legitimize sentiments and practices, sentiments energize discourses and practices, and practices materialize discourses and sentiments.

Suggested Citation

  • Ahir Gopaldas, 2014. "Marketplace Sentiments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(4), pages 995-1014.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678034
    DOI: 10.1086/678034
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    Cited by:

    1. Rong Gong, 2023. "How firms respond to external valuation: Evidence from the monitoring role of media," Accounting and Finance, Accounting and Finance Association of Australia and New Zealand, vol. 63(4), pages 4657-4681, December.
    2. Lu, Zhi & Bolton, Lisa E. & Ng, Sharon & Chen, Haipeng (Allan), 2020. "The Price of Power: How Firm’s Market Power Affects Perceived Fairness of Price Increases," Journal of Retailing, Elsevier, vol. 96(2), pages 220-234.
    3. Svenson, Frithiof, 2018. "Smartphone crises and adjustments in a virtual P3 community – doing sustainability oriented smartphone consumption," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 34(7-8), pages 664-693.
    4. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2017. "A multidisciplinary perspective of big data in management research," International Journal of Production Economics, Elsevier, vol. 191(C), pages 97-112.
    5. Ken Peattie & Anthony Samuel, 2018. "Fairtrade Towns as Unconventional Networks of Ethical Activism," Journal of Business Ethics, Springer, vol. 153(1), pages 265-282, November.
    6. Basso, Frédéric & Bouillé, Julien & Troiville, Julien, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," Journal of Business Research, Elsevier, vol. 135(C), pages 508-518.
    7. Antonetti, Paolo, 2020. "More than just a feeling: A research agenda for the study of consumer emotions following Corporate Social Irresponsibility (CSI)," Australasian marketing journal, Elsevier, vol. 28(2), pages 67-70.
    8. Fredström, Ashkan & Parida, Vinit & Wincent, Joakim & Sjödin, David & Oghazi, Pejvak, 2022. "What is the Market Value of Artificial Intelligence and Machine Learning? The Role of Innovativeness and Collaboration for Performance," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    9. Frizzo-Barker, Julie & Chow-White, Peter A. & Mozafari, Maryam & Ha, Dung, 2016. "An empirical study of the rise of big data in business scholarship," International Journal of Information Management, Elsevier, vol. 36(3), pages 403-413.
    10. Lunardo, Renaud & Alemany Oliver, Mathieu & Shepherd, Steven, 2023. "How believing in brand conspiracies shapes relationships with brands," Journal of Business Research, Elsevier, vol. 159(C).
    11. Steven Chen, 2023. "A counterinsurgent (COIN) framework to defend against consumer activists," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 275-301, July.
    12. Eachempati, Prajwal & Srivastava, Praveen Ranjan & Kumar, Ajay & Muñoz de Prat, Javier & Delen, Dursun, 2022. "Can customer sentiment impact firm value? An integrated text mining approach," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    13. Sheng, Jie & Amankwah-Amoah, Joseph & Wang, Xiaojun, 2019. "Technology in the 21st century: New challenges and opportunities," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 321-335.
    14. Atul Parvatiyar & Jagdish N. Sheth, 2023. "Confronting the deep problem of consumption: Why individual responsibility for mindful consumption matters," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 785-820, April.
    15. Aya Aboelenien & Chau Minh Nguyen, 2024. "From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 108-125, March.
    16. Jones, Scott & Cronin, James & Piacentini, Maria G., 2022. "Celebrity brand break-up: Fan experiences of para-loveshock," Journal of Business Research, Elsevier, vol. 145(C), pages 720-731.
    17. Ferreira, Marcia Christina & Scaraboto, Daiane, 2016. "“My plastic dreams”: Towards an extended understanding of materiality and the shaping of consumer identities," Journal of Business Research, Elsevier, vol. 69(1), pages 191-207.

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