![]() ![]() ![]() Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 54-60.Įuropean Advances in Consumer Research VolPages 54-60ĭISCIPLINARY POWER AND CONSUMER RESEARCH: AN INTRODUCTIONĭavid Marsden, Napier University Business School, United Kingdom The aim of this paper, therefore, is to explore those disciplinary techniques invested in this discipline (marketing research, segmentation and communications) for governing consumer behaviour.ĭavid Marsden (2001) ,"Disciplinary Power and Consumer Research: an Introduction", in E - European Advances in Consumer Research Volume 5, eds. The origins of these disciplinary techniques, Foucault argues, lie in the human(agement) sciences such as consumer research. ![]() It operates by subjecting individuals and whole populations to normative regulation through mass surveillance, social categorisation and corrective treatment. According to Foucault, power in western societies is characterised less by the exercise of physical force and violence than by discipline and training. ![]() ABSTRACT - This paper draws on Michel Foucaults conception of Adisciplinary to explore some of the ways in which consumer research is implicated in modern forms of social control. ![]()
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