Hope Jensen Schau
Biographic Data
| ID | 94854 |
|---|---|
| NAME | Hope Jensen Schau |
| GIVEN NAMES | Hope Jensen |
| FAMILY NAME | Schau |
| SIGNATURE | SCHAU H J |
| AFFILIATIONS | University of Arizona |
| ORCID | 0000-0002-8408-6205 |
| VERIFIED | Yes |
| TOTAL WORKS | 21 |
| TOTAL CITATIONS | 283 |
| AUTHOR COUNT | 17 |
| EDITOR COUNT | 4 |
| FIRST PUBLICATION YEAR | 2003 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 8 |
Surviving as a Vegan in a World of Omnivores: Relational Fractures in Shared Practices
Prior research documents the role of the misalignment of practice elements in practice habituation and change. We extend this literature by demonstrating the understudied role of practice relationality. Locating our empirical work in veganism, a context that encompasses a bundle of interrelated practices, we show how people who adopt veganism manage the relationality of their food-related practices (e.g., eating, cooking, and shopping for food) d…
How Algorithms Constrain Consumer Experience
Prior literature is yet to explain how algorithms systematically constrain consumer experience (CX). To address this issue, we conducted a multi-method ethnographic study of consumers using fitness tracking software. We draw on the information science literature to demonstrate that the constitutive properties of information technology (IT) that underlie algorithms result in a set of restrictive fundamental interactional mechanisms imposed through…
Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference
Countervailing discourses of cultural appreciation versus cultural appropriation are fueling a tension between the ethnic consumer subject, who views the consumption of cultural difference as a valorized identity project, and the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption. Drawing on an extended qualitative investigation of international K-pop consumers, this study illustrates that th…
Dysplacement and the Professionalization of the Home
This research directs our attention to the dynamics surrounding the changing cultural understanding of the place we call home. Traditionally, the home is regarded as a place of singularization that is to be aligned with the homeowner's unique identity. This traditional meaning has come to be confronted with a contradictory understanding of the home as a marketplace asset. Homeowners come to experience a market-reflected gaze that shuns singulariz…
That’s So Instagrammable! Understanding How Environments Generate Indirect Advertising by Cueing Consumer-Generated Content
This article explores how firms, through characteristics of physical environments, can inspire consumers to engage in creating and posting environment-cued indirect advertising, or what is commonly known as “Instagramming.” The first study is used to qualitatively understand what makes an environment “Instagrammable” from the designer perspective. Emergent themes are used to inform a second study, a quantitative analysis of 43,004 instances of in…
Practice Diffusion
Diffusion is traditionally examined at a macro level, measured by adoption (e.g., sales), or at a micro level, assessed by consumer characteristics (e.g., adopter types). We address diffusion at a meso level focusing on how a practice disseminates across extended time and cross-cultural and cross-national space. We conduct an historical analysis and ethnographic inquiry of the dispersion of an indigenous practice, surfing, and the consequences of…
Pop-Up Special Section Introduction: Advertising and Covid-19—Examining the Impacts of the Pandemic on Agencies, Consumers, and Brands
The COVID-19 pandemic has made substantial impacts on every aspect of our lives, including our consumption habits and how we interact with communication messages like advertising. This special section examines the effects of the coronavirus pandemic on consumers, brands, stakeholders, and advertisers using a variety of theories and methodologies including experimental designs, text analysis, and content analysis. The research presented is divided…
Doing Relationship Work: A Theory of Change in Consumer-Brand Relationships
This article proposes a novel theory, based on relational paradoxes, to explain how consumers enable or disable their relationships with brands over time. Analysis of data from in-depth, longitudinal interviews with 26 consumers reveals four relational tensions and seven actions that consumers take in response to these tensions, thus affecting the course and character of their brand relationships. Four consumer actions enable the consumer-brand r…
One Brand, Many Trajectories: Narrative Navigation in Transmedia
In an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recor…
The Jazziness of Local Food Practice Work: Organization-Level Ingenuity and the Entrepreneurial Formation and Evolution of Local Food Systems
Local food systems (LFSs) are complex and diverse social structures. The processes that influence the formation and evolution of LFSs are obscure, relatively uncoordinated, and somewhat mysterious. This study develops a stronger understanding of such processes through a qualitative exploration of the influence of routine practice work at the organization level on the entrepreneurial development of two distinct LFSs in the Southwest region of the …
What Is Local Food Entrepreneurship? Variations in the Commercially and Socially Oriented Features of Entrepreneurship in the Southeastern Arizona Local Food System
Entrepreneurial activities are sometimes framed as market‐based strategies that compromise the integrity of the movement against the global agrifood system. Other times, scholars have argued that entrepreneurship is a critical component of local food system viability. This study helps reconcile these conflicting views through a qualitative exploration of the variations in the commercially and socially oriented features of local food entrepreneurs…
Institutional entrepreneurship and the negotiation and blending of multiple logics in the Southern Arizona local food system
When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation
This research emically documents consumers' experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on interpersonal loss to document the processes of loss accommodation. The authors triangulate across data sources and methods (extended participant observation, long …
When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities
Although heterogeneity in consumption communities is pervasive, there is little understanding of its impact on communities. This study shows how heterogeneous communities operate and interact with the marketplace. Specifically, the authors draw on actor-network theory, conceptualizing community as a network of heterogeneous actors (i.e., individuals, institutions, and resources), and examine the interplay of these actors in a mainstream activity-…
Cultural Diversity in Television Narratives: Homophilization, Appropriation, and Implications for Media Advocacy
This research explores the role of cultural diversity in the construction of consumer identity, and in particular, how cultural diversity is appropriated through television viewing. Data based on depth interviews and surveys of young adults who created brand collages centered on a television-based character reveal that viewers identify and engage with television narratives through a process of “homophilization”; that is, they actively envision va…
How Brand Community Practices Create Value
Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings an…
Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement
Using multimethod data, we investigate retirement as a life stage centered on consumption, where cultural scripts are particularly contested and in flux and where we witness an increase in breadth and depth of identity-related consumption, which we term consumer identity renaissance. While prior research on older consumers focuses on corporeal and cognitive decline and its impact on individual decisionmaking situations, our attention is drawn to …
The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer inn…
Vigilante Marketing and Consumer-Created Communications
Consumers, acting independently of marketers and advertisers, have started creating and disseminating documents that strongly resemble, in form and intent, ads for the brands that they love. Employing a netnographic method, this paper investigates consumer-generated, commercially relevant artifacts by examining the brand community centered on the Apple Newton, a brand that was (along with its supporting advertising) discontinued in 1998. The memb…
Religiosity in the Abandoned Apple Newton Brand Community
This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and i…
We Are What We Post? Self-Presentation in Personal Web Space
This article examines personal Web sites as a conspicuous form of consumer self-presentation. Using theories of self-presentation, possessions, and computer-mediated environments (CMEs), we investigate the ways in which consumers construct identities by digitally associating themselves with signs, symbols, material objects, and places. Specifically, the issues of interest include why consumers create personal Web sites, what consumers want to com…
Religiosity in the Abandoned Apple Newton Brand Community
This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and i…
We Are What We Post? Self-Presentation in Personal Web Space
This article examines personal Web sites as a conspicuous form of consumer self-presentation. Using theories of self-presentation, possessions, and computer-mediated environments (CMEs), we investigate the ways in which consumers construct identities by digitally associating themselves with signs, symbols, material objects, and places. Specifically, the issues of interest include why consumers create personal Web sites, what consumers want to com…
The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer inn…
When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities
Although heterogeneity in consumption communities is pervasive, there is little understanding of its impact on communities. This study shows how heterogeneous communities operate and interact with the marketplace. Specifically, the authors draw on actor-network theory, conceptualizing community as a network of heterogeneous actors (i.e., individuals, institutions, and resources), and examine the interplay of these actors in a mainstream activity-…
Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement
Using multimethod data, we investigate retirement as a life stage centered on consumption, where cultural scripts are particularly contested and in flux and where we witness an increase in breadth and depth of identity-related consumption, which we term consumer identity renaissance. While prior research on older consumers focuses on corporeal and cognitive decline and its impact on individual decisionmaking situations, our attention is drawn to …
When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation
This research emically documents consumers' experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on interpersonal loss to document the processes of loss accommodation. The authors triangulate across data sources and methods (extended participant observation, long …
The Jazziness of Local Food Practice Work: Organization-Level Ingenuity and the Entrepreneurial Formation and Evolution of Local Food Systems
Local food systems (LFSs) are complex and diverse social structures. The processes that influence the formation and evolution of LFSs are obscure, relatively uncoordinated, and somewhat mysterious. This study develops a stronger understanding of such processes through a qualitative exploration of the influence of routine practice work at the organization level on the entrepreneurial development of two distinct LFSs in the Southwest region of the …
What Is Local Food Entrepreneurship? Variations in the Commercially and Socially Oriented Features of Entrepreneurship in the Southeastern Arizona Local Food System
Entrepreneurial activities are sometimes framed as market‐based strategies that compromise the integrity of the movement against the global agrifood system. Other times, scholars have argued that entrepreneurship is a critical component of local food system viability. This study helps reconcile these conflicting views through a qualitative exploration of the variations in the commercially and socially oriented features of local food entrepreneurs…
Practice Diffusion
Diffusion is traditionally examined at a macro level, measured by adoption (e.g., sales), or at a micro level, assessed by consumer characteristics (e.g., adopter types). We address diffusion at a meso level focusing on how a practice disseminates across extended time and cross-cultural and cross-national space. We conduct an historical analysis and ethnographic inquiry of the dispersion of an indigenous practice, surfing, and the consequences of…
Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference
Countervailing discourses of cultural appreciation versus cultural appropriation are fueling a tension between the ethnic consumer subject, who views the consumption of cultural difference as a valorized identity project, and the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption. Drawing on an extended qualitative investigation of international K-pop consumers, this study illustrates that th…
Institutional entrepreneurship and the negotiation and blending of multiple logics in the Southern Arizona local food system
Dysplacement and the Professionalization of the Home
This research directs our attention to the dynamics surrounding the changing cultural understanding of the place we call home. Traditionally, the home is regarded as a place of singularization that is to be aligned with the homeowner's unique identity. This traditional meaning has come to be confronted with a contradictory understanding of the home as a marketplace asset. Homeowners come to experience a market-reflected gaze that shuns singulariz…
One Brand, Many Trajectories: Narrative Navigation in Transmedia
In an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recor…
How Algorithms Constrain Consumer Experience
Prior literature is yet to explain how algorithms systematically constrain consumer experience (CX). To address this issue, we conducted a multi-method ethnographic study of consumers using fitness tracking software. We draw on the information science literature to demonstrate that the constitutive properties of information technology (IT) that underlie algorithms result in a set of restrictive fundamental interactional mechanisms imposed through…
Doing Relationship Work: A Theory of Change in Consumer-Brand Relationships
This article proposes a novel theory, based on relational paradoxes, to explain how consumers enable or disable their relationships with brands over time. Analysis of data from in-depth, longitudinal interviews with 26 consumers reveals four relational tensions and seven actions that consumers take in response to these tensions, thus affecting the course and character of their brand relationships. Four consumer actions enable the consumer-brand r…
Cultural Diversity in Television Narratives: Homophilization, Appropriation, and Implications for Media Advocacy
This research explores the role of cultural diversity in the construction of consumer identity, and in particular, how cultural diversity is appropriated through television viewing. Data based on depth interviews and surveys of young adults who created brand collages centered on a television-based character reveal that viewers identify and engage with television narratives through a process of “homophilization”; that is, they actively envision va…
We Are What We Post? Self-Presentation in Personal Web Space
This article examines personal Web sites as a conspicuous form of consumer self-presentation. Using theories of self-presentation, possessions, and computer-mediated environments (CMEs), we investigate the ways in which consumers construct identities by digitally associating themselves with signs, symbols, material objects, and places. Specifically, the issues of interest include why consumers create personal Web sites, what consumers want to com…
Religiosity in the Abandoned Apple Newton Brand Community
This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and i…
Vigilante Marketing and Consumer-Created Communications
Consumers, acting independently of marketers and advertisers, have started creating and disseminating documents that strongly resemble, in form and intent, ads for the brands that they love. Employing a netnographic method, this paper investigates consumer-generated, commercially relevant artifacts by examining the brand community centered on the Apple Newton, a brand that was (along with its supporting advertising) discontinued in 1998. The memb…
The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing
Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer inn…
How Brand Community Practices Create Value
Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine brand communities comprising a variety of product categories, and they identify a common set of value-creating practices. Practices have an “anatomy” consisting of (1) general procedural understandings an…
Consumer Identity Renaissance: The Resurgence of Identity-Inspired Consumption in Retirement
Using multimethod data, we investigate retirement as a life stage centered on consumption, where cultural scripts are particularly contested and in flux and where we witness an increase in breadth and depth of identity-related consumption, which we term consumer identity renaissance. While prior research on older consumers focuses on corporeal and cognitive decline and its impact on individual decisionmaking situations, our attention is drawn to …
Cultural Diversity in Television Narratives: Homophilization, Appropriation, and Implications for Media Advocacy
This research explores the role of cultural diversity in the construction of consumer identity, and in particular, how cultural diversity is appropriated through television viewing. Data based on depth interviews and surveys of young adults who created brand collages centered on a television-based character reveal that viewers identify and engage with television narratives through a process of “homophilization”; that is, they actively envision va…
When Differences Unite: Resource Dependence in Heterogeneous Consumption Communities
Although heterogeneity in consumption communities is pervasive, there is little understanding of its impact on communities. This study shows how heterogeneous communities operate and interact with the marketplace. Specifically, the authors draw on actor-network theory, conceptualizing community as a network of heterogeneous actors (i.e., individuals, institutions, and resources), and examine the interplay of these actors in a mainstream activity-…
When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation
This research emically documents consumers' experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on interpersonal loss to document the processes of loss accommodation. The authors triangulate across data sources and methods (extended participant observation, long …
Institutional entrepreneurship and the negotiation and blending of multiple logics in the Southern Arizona local food system
What Is Local Food Entrepreneurship? Variations in the Commercially and Socially Oriented Features of Entrepreneurship in the Southeastern Arizona Local Food System
Entrepreneurial activities are sometimes framed as market‐based strategies that compromise the integrity of the movement against the global agrifood system. Other times, scholars have argued that entrepreneurship is a critical component of local food system viability. This study helps reconcile these conflicting views through a qualitative exploration of the variations in the commercially and socially oriented features of local food entrepreneurs…
The Jazziness of Local Food Practice Work: Organization-Level Ingenuity and the Entrepreneurial Formation and Evolution of Local Food Systems
Local food systems (LFSs) are complex and diverse social structures. The processes that influence the formation and evolution of LFSs are obscure, relatively uncoordinated, and somewhat mysterious. This study develops a stronger understanding of such processes through a qualitative exploration of the influence of routine practice work at the organization level on the entrepreneurial development of two distinct LFSs in the Southwest region of the …
Pop-Up Special Section Introduction: Advertising and Covid-19—Examining the Impacts of the Pandemic on Agencies, Consumers, and Brands
The COVID-19 pandemic has made substantial impacts on every aspect of our lives, including our consumption habits and how we interact with communication messages like advertising. This special section examines the effects of the coronavirus pandemic on consumers, brands, stakeholders, and advertisers using a variety of theories and methodologies including experimental designs, text analysis, and content analysis. The research presented is divided…
Doing Relationship Work: A Theory of Change in Consumer-Brand Relationships
This article proposes a novel theory, based on relational paradoxes, to explain how consumers enable or disable their relationships with brands over time. Analysis of data from in-depth, longitudinal interviews with 26 consumers reveals four relational tensions and seven actions that consumers take in response to these tensions, thus affecting the course and character of their brand relationships. Four consumer actions enable the consumer-brand r…
One Brand, Many Trajectories: Narrative Navigation in Transmedia
In an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recor…
That’s So Instagrammable! Understanding How Environments Generate Indirect Advertising by Cueing Consumer-Generated Content
This article explores how firms, through characteristics of physical environments, can inspire consumers to engage in creating and posting environment-cued indirect advertising, or what is commonly known as “Instagramming.” The first study is used to qualitatively understand what makes an environment “Instagrammable” from the designer perspective. Emergent themes are used to inform a second study, a quantitative analysis of 43,004 instances of in…
Practice Diffusion
Diffusion is traditionally examined at a macro level, measured by adoption (e.g., sales), or at a micro level, assessed by consumer characteristics (e.g., adopter types). We address diffusion at a meso level focusing on how a practice disseminates across extended time and cross-cultural and cross-national space. We conduct an historical analysis and ethnographic inquiry of the dispersion of an indigenous practice, surfing, and the consequences of…
Dysplacement and the Professionalization of the Home
This research directs our attention to the dynamics surrounding the changing cultural understanding of the place we call home. Traditionally, the home is regarded as a place of singularization that is to be aligned with the homeowner's unique identity. This traditional meaning has come to be confronted with a contradictory understanding of the home as a marketplace asset. Homeowners come to experience a market-reflected gaze that shuns singulariz…
Between Cultural Appreciation and Cultural Appropriation: Self-Authorizing the Consumption of Cultural Difference
Countervailing discourses of cultural appreciation versus cultural appropriation are fueling a tension between the ethnic consumer subject, who views the consumption of cultural difference as a valorized identity project, and the responsibilized consumer subject, who is tasked with considering the societal impacts of such consumption. Drawing on an extended qualitative investigation of international K-pop consumers, this study illustrates that th…
Surviving as a Vegan in a World of Omnivores: Relational Fractures in Shared Practices
Prior research documents the role of the misalignment of practice elements in practice habituation and change. We extend this literature by demonstrating the understudied role of practice relationality. Locating our empirical work in veganism, a context that encompasses a bundle of interrelated practices, we show how people who adopt veganism manage the relationality of their food-related practices (e.g., eating, cooking, and shopping for food) d…
How Algorithms Constrain Consumer Experience
Prior literature is yet to explain how algorithms systematically constrain consumer experience (CX). To address this issue, we conducted a multi-method ethnographic study of consumers using fitness tracking software. We draw on the information science literature to demonstrate that the constitutive properties of information technology (IT) that underlie algorithms result in a set of restrictive fundamental interactional mechanisms imposed through…
Sociology (16 works) · Business (14 works) · Psychology (13 works) · Consumer Behavior in Brand Consumption and Identification (11 works) · Computer Science (10 works) · Social science (10 works) · Political science (9 works) · Digital Marketing and Social Media (8 works) · Marketing (8 works) · Advertising (7 works)