National Consumer Research Centre

The Dynamics of Social Practice Introducing Theories of Practice Materials and Resources Sequence and Structure Making and Breaking Links Material, Competence and Meaning Car-Driving: Elements and Linkages Making Links Breaking Links Elements Between Practices Standardization and Diversity Individual and Collective Careers The Life of Elements Modes of Circulation Transportation and Access: Material Abstraction, Reversal and Migration: Competence Association and Classification: Meaning Packing and Unpacking Emergence, Disappearance and Persistence Recruitment, Defection and Reproduction First Encounters: Networks and Communities Capture and Commitment: Careers and Carriers Collapse and Transformation: The Dynamics of Defection Daily Paths, Life Paths and Dominant Projects Connections Between Practices Bundles and Complexes Collaboration and Competition Selection and Integration Coordinating Daily Life Circuits of Reproduction Monitoring Practices-as-Performances Monitoring Practices-as-Entities Cross-Referencing Practices-as-Performances Cross-Referencing Practices-as-Entities Aggregation Elements of Coordination Intersecting Circuits Representing the Dynamics of Social Practice Representing Elements and Practices Characterizing Circulation Competition, Transformation and Convergence Reproducing Elements, Practices and Relations between Them Time and Practice Space and Practice Dominant Projects and Power Promoting Transitions in Practice Climate Change and Behaviour Change Basis of Action Processes of Change Positioning Policy Transferable Lessons Practice Theory and Climate Change Policy Configuring Elements of Practice Configuring Relations between Practices Configuring Careers: Carriers and Practices Configuring Connections Practice Oriented Policy Making

The idea that artifacts are acquired and used in the course of accomplishing social practices has important implications for theories of consumption and innovation. From this point of view, it is not enough to show that goods are symbolically and materially positioned, mediated and filtered through existing cultures and conventions. Twisting the problem around, the further challenge is to explain how practices change and with what consequence for the forms of consumption they entail. In this article, we suggest that new practices like Nordic walking, a form of ‘speed walking’ with two sticks, arise through the active and ongoing integration of images, artifacts and forms of competence, a process in which both consumers and producers are involved. While it makes sense to see Nordic walking as a situated social practice, such a view makes it difficult to explain its growing popularity in countries as varied as Japan, Norway and the USA. In addressing this issue, we conclude that practices and associated cultures of consumption are always ‘homegrown’. Necessary and sometimes novel ingredients (including images and artifacts) may circulate widely, but they are always pieced together in a manner that is informed by previous and related practice. What looks like the diffusion of Nordic walking is therefore better understood as its successive, but necessarily localized, (re)invention. In developing this argument, we explore some of the consequences of conceptualizing consumption and consumer culture as the outcome of meaningful social practice.

Over the past decade, data-intensive logics and practices have come to affect domains of contemporary life ranging from marketing and policy making to entertainment and education; at every turn, there is evidence of “datafication” or the conversion of qualitative aspects of life into quantified data. The datafication of health unfolds on a number of different scales and registers, including data-driven medical research and public health infrastructures, clinical health care, and self-care practices. For the purposes of this review, we focus mainly on the latter two domains, examining how scholars in anthropology, sociology, science and technology studies, and media and communication studies have begun to explore the datafication of clinical and self-care practices. We identify the dominant themes and questions, methodological approaches, and analytical resources of this emerging literature, parsing these under three headings: datafied power, living with data, and data–human mediations. We conclude by urging scholars to pay closer attention to how datafication is unfolding on the “other side” of various digital divides (e.g., financial, technological, geographic), to experiment with applied forms of research and data activism, and to probe links to areas of datafication that are not explicitly related to health.

The future of mobile telephony is expected to rely on mobile services and the use of mobile services will be an integral part of the revenues to be generated by third generation mobile telephony. The adoption of new mobile services contradicts this proposition as it has been much slower than expected, especially in Europe. Basic services such as SMS, ring tones, icons and logos are still the most popular services. Several reasons have been suggested for the slow adoption rate, ranging from cultural to business models. In this paper we are searching for answers to the adoption rates by testing the applicability of the Unified Theory of Acceptance and Use of Technology (UTAUT) to explain the acceptance of mobile devices/services. Based on our empirical evidence from a survey conducted in Finland, it seems that the UTAUT to some extent and with some reservations can be used as a starting point to find some explanations for the adoption of mobile devices/services.

A field of personal analytics has emerged around self-monitoring practices, which includes the visualization and interpretation of the data produced. This paper explores personal analytics from the perspective of self-optimization, arguing that the ways in which people confront and engage with visualized personal data are as significant as the technology itself. The paper leans on the concept of the “data double”: the conversion of human bodies and minds into data flows that can be figuratively reassembled for the purposes of personal reflection and interaction. Based on an empirical study focusing on heart-rate variability measurement, the discussion underlines that a distanced theorizing of personal analytics is not sufficient if one wants to capture affective encounters between humans and their data doubles. Research outcomes suggest that these explanations can produce permanence and stability while also profoundly changing ways in which people reflect on themselves, on others and on their daily lives.

Outbreaks of Clostridium difficile infections (CDI) with increased severity, high relapse rate and significant mortality have been related to the emergence of a new, hypervirulent C. difficile strain in North America and Europe. This emerging strain is referred to as PCR ribotype 027 (Type 027). Since 2005, individual countries have developed surveillance studies about the spread of type 027.C. difficile Type 027 has been reported in 16 European countries. It has been responsible for outbreaks in Belgium, Germany, Finland, France, Ireland, Luxembourg, The Netherlands, Switzerland and the United Kingdom (England, Wales, Northern Ireland and Scotland). It has also been detected in Austria, Denmark, Sweden, Norway, Hungary, Poland and Spain. Three countries experienced imported patients with CDI due to Type 027 who acquired the infection abroad.The antimicrobial resistance pattern is changing, and outbreaks due to clindamycin-resistant ermB positive Type 027 strains have occurred in three European countries. Ongoing epidemiological surveillance of cases of CDI, with periodic characterisation of the strains involved, is required to detect clustering of cases in time and space and to monitor the emergence of new, highly virulent clones.

Because of the urgency of accelerating transitions, we examine the emerging understanding of the concept of ‘disruption’ in the context of sustainability transition studies to critically assess its value, pitfalls and potentials. By conducting a qualitative systematic review of 47 articles, we analyse how disruption is seen in this literature and what is being disrupted. We identify four non-technical dimensions of disruption, adding ‘behaviour, practices and cultural models’ to previously suggested dimensions, i.e., markets and business models, regulations and policy, and actors and networks. We summarise what the literature identifies as disruption in transitions and draw on other literatures (e.g. social practice theory and institutional theory) to elaborate the dimensions of disruption. We provide a new definition of disruption in sociotechnical transitions, with focus on both speed and magnitude of change. We end by highlighting the importance of disruptive practices and low-tech solutions alongside disruptive technologies and policies.

Utilizing social media celebrities as a communication channel has become a strategic practice for many organizations. By using the concepts of celebrity endorsement and authenticity, the effect of celebrity and content characteristics on followers’ attitudes towards the content and, in the case of sponsored content, purchase intentions are scrutinized. Instagram followers (N = 592) of 45 celebrities responded to a survey on nine photos of the celebrities. The results show that both the perceived authenticity and attractiveness of the celebrity are positively related with photo attitudes, but only authenticity has an effect on purchase intentions. Photos of social media influencers, people who have become famous through social media, increase purchase intentions more than photos of general celebrities. Congruence between the photo and the celebrity has the strongest positive effect on photo attitudes and purchase intentions. Sponsored photos are less favorably perceived than non-sponsored photos, but, among sponsored photos, sponsor disclosure has no effect on purchase intentions. The perceived authenticity of both the celebrity and her content is said to explain favorable audience perceptions. The findings imply that organizations should seek authentic matches between their message and the endorsing celebrity and that the content should align with the usual style of the celebrity.

The regulations relating to cosmetic products give no limit values for toxic elements such as metals or arsenic occurring as impurities in cosmetic products. The present study of metals (lead, cobalt, nickel, chromium) and arsenic in eye shadows in 88 colors of 25 brands and 49 products provides a basis for assessing the safety of eye shadow. 66 out of 88 (75%) of the colors contained more than 5 ppm of at least one of the elements, and all 49 products contained more than one 1 ppm of at least 1 of the elements. In one color, the amount of all elements was less than 1 ppm. The highest levels of cobalt and nickel were 41 and 49 ppm, respectively. These levels were high enough to cause allergic symptoms in those previously sensitized. Furthermore, long-term exposure to such levels may probably sensitize. The concentrations of arsenic were extremely low, 2.3 ppm at most. The level of lead was less than 20 ppm in all products. Accordingly, the concentrations of arsenic and lead seemed to be safe. 9 colors had concentrations of water-soluble chromium exceeding 2 ppm, and a very high level, 318 ppm, was encountered in 1 case. The overall results indicate that eye-shadows probably have no significant systemic toxicological effects. The groups at greatest risk are those already sensitized to the allergenic elements. Such consumers will have difficulties in choosing suitable products, since these elements in the form of impurities are not declared in the list of ingredients. Manufacturers should demand certification that the raw materials they buy contain no toxic elements. Although some of the products studied were acceptable, many had excessive levels of the elements from the consumer's viewpoint.

Building on the work of those who have highlighted the role of consumers and lead users we focus on innovations not in products but in what people do. In developing a method of conceptualising the emergence and reproduction of practice we argue that innovation is not a one-off moment but a continuous on-going process. Specifically, we suggest that innovations in practice involve changing combinations of symbolic and material ingredients and of competence or know-how. In addition, we argue that managers, manufacturers and consumers are all variously involved in making and sustaining connections between these defining elements. We illustrate and elaborate on these ideas with reference to Nordic Walking, a form of speed walking with two sticks. First practiced in 1997, it is now a regular pursuit for more than seven million people in over 30 countries and is reputed to be Europe's fastest growing form of exercise. In discussing this case we specify the constitutive ingredients of Nordic Walking and its location relative to other practices that already exist. Our analysis raises a number of general questions. For example, how can managers and manufacturers institutionalise practices that require consumption of the things they make? Is there any fundamental difference in the role of ‘lead’ and ‘ordinary’ users in generating and sustaining innovations in practice? Taking these questions forward, we develop a theoretical position that relativises the conventionally distinct roles of consumers and producers and that represents a novel hybridisation of innovation studies and sociological theories of practice.

The article constitutes a critical intervention in the current, dramatic debate on the consequences of algorithms and automation for society. While most research has focused on negative outcomes, including ethical problems of machine bias and accountability, little has been said about the possibilities of users to resist algorithmic power. The article draws on Raymond Williams’ work on media as practice to advance a framework for studying algorithms with a focus on user agency. We illustrate this framework with the example of the media activist campaign World White Web by the Swedish artist and visual designer Johanna Burai. We suggest that user agency in relation to algorithms can emerge from alternative uses of platforms, in the aftermath of algorithmic logics, and give birth to complicit forms of resistance that work through ‘repair’ politics oriented towards correcting the work of algorithms. We conclude with a discussion of the ways in which the proposed framework helps us rethink debates on algorithmic power.

Abstract Environmental policy makers and marketers are attracted by the notion of green consumerism. Yet, green consumerism is a contested concept, allowing for a wide range of translations in everyday discursive practices. This paper examines how young consumers construct their images of green consumerism. It makes a close reading of three narratives reflecting available subject positions for young green consumers: the Antihero, the Environmental Hero and the Anarchist. It reveals problems in the prevailing fragmented, gendered and individualistic notions of green consumerism, and discusses implications for policy and marketing practitioners. Copyright © 2009 John Wiley & Sons, Ltd.

This article examines how local experiments and negotiation processes contribute to social and field-level learning. The analysis is framed within the niche development literature, which offers a framework for analyzing the relation between projects in local contexts and the transfer of local experiences into generally applicable rules. The authors examine 2 case studies drawn from a meta-analysis of 27 new energy projects. The case studies, both pertaining to biogas projects for local municipalities, illustrate the diversity of applications for a technology through processes of local variation and selection. The authors examine the diversity of expectations and the negotiation and alignment of these expectations underlying the diversity of local solutions. Moreover, the authors address how the transfer of lessons from individual local experiments can follow different pathways and yet always require due attention to the social and cultural limits to the transferability of solutions.

This article develops the notion of the intimacy of surveillance, a characteristic of contemporary corporate marketing and dataveillance fueled by the accumulation of consumers’ economically valuable digital traces. By focusing on emotional reactions to targeted advertisements, we demonstrate how consumers want contradictory things: they oppose intrusive and creepy advertising based on tracking their activities, yet expect more relevant real-time analysis and probabilistic predictions anticipating their needs, desires, and plans. The tension between the two opposing aspects of corporate surveillance is crucial in terms of the intimacy of surveillance: it explains how corporate surveillance that is felt as disturbing can co-exist with pleasurable moments of being ‘seen’ by the market. The study suggests that the current situation where social media users are trying to comprehend, typically alone with their devices, what is going on in terms of continuously changing algorithmic systems, is undermining public culture. This calls for collective responses to the shared pleasures and pains while living alongside algorithms. The everyday distress and paranoia to which users of social media are exposed is an indicator of failed social arrangements in need of urgent repair.

Data activism, promoting new forms of civic and political engagement, has emerged as a response to problematic aspects of datafication that include tensions between data openness and data ownership, and asymmetries in terms of data usage and distribution. In this article, we discuss MyData, a data activism initiative originating in Finland, which aims to shape a more sustainable citizen-centric data economy by means of increasing individuals' control of their personal data. Using data gathered during long-term participant-observation in collaborative projects with data activists, we explore the internal tensions of data activism by first outlining two different social imaginaries – technological and socio-critical – within MyData, and then merging them to open practical and analytical space for engaging with the socio-technical futures currently in the making. While the technological imaginary favours data infrastructures as corrective measures, the socio-critical imaginary questions the effectiveness of technological correction. Unpacking them clarifies the kinds of political and social alternatives that different social imaginaries ascribe to the notions underlying data activism, and highlights the need to consider the social structures in play. The more far-reaching goal of our exercise is to provide practical and analytical resources for critical engagement in the context of data activism. By merging technological and socio-critical imaginaries in the work of reimagining governing structures and knowledge practices alongside infrastructural arrangements, scholars can depart from the most obvious forms of critique, influence data activism practice, and formulate data ethics and data futures.

Abstract The market for second‐hand luxury products is growing and the variety of available sales channels has increased; consumers can buy second‐hand luxury goods not only from brick‐and‐mortar stores but also from a myriad of both global and local online channels. Arguably, the increase in available sales channels has changed consumers’ purchasing behaviour as the roles between sellers and buyers are alternating as one can act as a buyer one day and a seller the next. However, prior research on luxury consumption has mainly focused on brand‐new luxury goods, largely neglecting the consumption of previously‐used luxury products and has not accounted for the multi‐channel shopping environment. The purpose of this paper is to understand how consumers mentally approach the purchase of second‐hand luxury products and what kinds of decision‐making styles they use. The empirical interview data of 22 consumers was analysed by the means of shopping style dimensions that account for both consumer characteristics and external shopping conditions. The interviewees were members of a Facebook buy and sell ‐group focused on luxury products and had recently bought a second‐hand luxury product. All the existing dimensions were evident in the data but an additional dimension was also identified: resale value consciousness. The new dimension emphasizes an investment‐led and price‐quality conscious shopping style but was also found to relate to impulse buying and brand consciousness. The emergence of the dimension is argued to be due to the increase in viable online sales channels for second‐hand luxury products.

Purpose Consumers are sometimes unexpectedly resistant toward radically innovative product concepts, and it is often argued that this is due to their difficulties in understanding the novel products. Thus, marketing research has focused on new ways to make consumers familiar with new product concepts. The purpose of this study is to present the argument that educating consumers may not solve all problems, and may sometimes even address the wrong question. Design/methodology/approach The authors' previous research on consumer responses to new product concepts for the purchasing and consumption of food is drawn upon to explore the reasons for consumers' acceptance of and resistance to radical product innovations. Findings Ignorance about radical product concepts is not the sole reason for consumers' resistance to novelties. In many cases, consumers understand the product concepts fairly well. Their lack of enthusiasm stems from other reasons, including the innovation's instrumentalism, its impact on consumers' autonomy, as well as its organizational complexity and systemic effects. Practical implications The findings suggest that companies introducing new product innovations may need to take consumers' resistance more seriously. They might need to reconsider the acceptability of new product innovations, and integrate these considerations at earlier stages of the innovation cycle. A more open‐ended approach to concept testing is suggested, encouraging users to evaluate concepts more critically. Concept testing should not be used as a pass/fail screen, but as an opportunity to learn more about potential impacts of the innovation on everyday life and society. Originality/value The paper reconsiders resistance to innovations, and demonstrates the value of consumer research for product development.

A transition towards more sustainable food consumption requires changes in everyday eating patterns, particularly a substitution of animal protein with plant-based protein sources. However, in many European countries plant protein consumption is low compared to meat consumption. The article explores plant protein consumption frequencies, future intentions to increase bean consumption, and the associations of frequent bean eating with socioeconomic factors and bean-related meanings, material issues and competence. A population web-based survey was conducted in 2013 among 15–64-year-old Finns (n = 1048). The results showed that beans and soy-based plant proteins were infrequently consumed. A fifth of the respondents intended to increase their bean consumption in the future, intention being the greatest among those who already included beans in their diets. Frequent bean consumption was most likely among persons aged 25–34, living around the capital district, with education higher than comprehensive or vocational school, and who were vegetarian. Perceiving beans as culturally acceptable and good-tasting, and having competence in preparing bean meals were positively associated with the frequent eating of beans. The results suggest that for plant proteins to replace meat, new meanings and competences related to preparing and eating pulse-based dishes are needed. Based on our results, we build alternative future scenarios for plant protein consumption and the related requirements for changes. Several actor groups, such as NGOs, politicians, celebrity chefs and teachers of home economics have a central role in the developments.

Expenditures on cause-related marketing (CRM) have grown dramatically in the past decade. Consumers tend to have favorable attitudes toward businesses that support charities or causes. In professional sports, CRM is being employed by many leagues and teams as a way of “giving back” to communities and forging a bond between themselves and their target markets. However, very little is known about what consumers expect from sports teams and athletes in terms of cause support activities. This study examines consumers’ attitudes toward professional athletes and teams as cause marketers. Results of a telephone survey indicate that consumers have very high expectations of pro athletes and pro teams to be involved in their local communities. Other findings suggest that even though CRM is beneficial for building an athlete's image, the influence of CRM on consumers’ purchase intention is less for sports teams than for other types of businesses.

The adoption patterns for mobile services are a key challenge for research in mobile technology applications. The early mobile commerce hype was based on search for "killer applications", i.e. mobile services which would launch the field and ensure rapid and profitable growth of mobile technology applications. We have studied how consumers pick up the use of mobile services by comparing the results from two studies of the Finnish consumer market for mobile services. We have tried to describe, what are the determinants of service adoption and the patterns of adoption that we can observe. The approach is straightforward: first we work through a theoretical background of the adoption of innovations, and then we search for explanations for the patterns of adoption. In conclusion, we will assess some steps in the future adoption of mobile services.