The reflexive consumer

Drawing on a detailed reading of the work of Peppers and Rogers (1993, 1997, 2004, 2005), this paper argues that their work offers an emblematic problematization of traditional mass marketing, which articulates a new mentality of marketing — collaborative marketing. Collaborative marketing, implemented through the practices of CRM, reframes the role and identity of the individual consumer within producer—consumer relationships, transforming them from sovereign chooser to active collaborator, or as they are termed here, reflexive consumers. Using Foucault's concept of governmentality the paper articulates the achievement of this transformation and the central role of reflexivity in this transformation of the consumer. We conclude that in redefining the nature of marketing, RM and CRM form new relays of power linking producer and consumer and that these relays re-interpret the antagonism between freedom and subjugation that lie at the heart of producer—consumer relationships.

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