The Point of Selling: Capitalism, Consumption and Contradictions
Although the point of selling is one of the key moments of exchange where the latent contradictions in capitalist social relations may become manifest, there is a gap in our knowledge about exactly what form of consumption takes place within sales interactions. The key contribution of this paper is...
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Published in | Organization (London, England) Vol. 12; no. 1; pp. 69 - 88 |
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Main Author | |
Format | Journal Article |
Language | English |
Published |
Thousand Oaks, CA
SAGE Publications
01.01.2005
Sage Publications Ltd |
Subjects | |
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Abstract | Although the point of selling is one of the key moments of exchange where the latent contradictions in capitalist social relations may become manifest, there is a gap in our knowledge about exactly what form of consumption takes place within sales interactions. The key contribution of this paper is that it offers an original conceptualization of the form of consumption that is promoted within the sales interaction. It argues that sales management and sales workers tend to promote not only rational information exchange and trust-building but also enchantment. There is a contradictory relationship of instrumental empathy between the capitalist firm and the customer, and sales management and sales workers attempt to manage this contradiction by promoting the enchanting myth of customer sovereignty. Here consumption involves the customer experiencing a sense of sovereignty but in such a way that space is also opened up for the sales worker substantively to influence the behaviour of the customer. Managerialist sales research and critical ethnographic studies of sales work are drawn on to support the arguments. The paper also considers the systematic likelihood of customer resistance to the forms of consumption promoted. |
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AbstractList | Although the point of selling is one of the key moments of exchange where the latent contradictions in capitalist social relations may become manifest, there is a gap in our knowledge about exactly what form of consumption takes place within sales interactions. The key contribution of this paper is that it offers an original conceptualization of the form of consumption that is promoted within the sales interaction. It argues that sales management and sales workers tend to promote not only rational information exchange and trust-building but also enchantment. There is a contradictory relationship of instrumental empathy between the capitalist firm and the customer, and sales management and sales workers attempt to manage this contradiction by promoting the enchanting myth of customer sovereignty. Here consumption involves the customer experiencing a sense of sovereignty but in such a way that space is also opened up for the sales worker substantively to influence the behaviour of the customer. Managerialist sales research and critical ethnographic studies of sales work are drawn on to support the arguments. The paper also considers the systematic likelihood of customer resistance to the forms of consumption promoted. Although the point of selling is one of the key moments of exchange where the latent contradictions in capitalist social relations may become manifest, there is a gap in our knowledge about exactly what form of consumption takes place within sales interactions. The key contribution of this paper is that it offers an original conceptualization of the form of consumption that is promoted within the sales interaction. It argues that sales management and sales workers tend to promote not only rational information exchange and trust-building but also enchantment. There is a contradictory relationship of instrumental empathy between the capitalist firm and the customer, and sales management and sales workers attempt to manage this contradiction by promoting the enchanting myth of customer sovereignty. Here consumption involves the customer experiencing a sense of sovereignty but in such a way that space is also opened up for the sales worker substantively to influence the behaviour of the customer. Managerialist sales research and critical ethnographic studies of sales work are drawn on to support the arguments. The paper also considers the systematic likelihood of customer resistance to the forms of consumption promoted. [PUBLICATION ABSTRACT] Although the point of selling is one of the key moments of exchange where the latent contradictions in capitalist social relations may become manifest, there is a gap in our knowledge about exactly what form of consumption takes place within sales interactions. The key contribution of this paper is that it offers an original conceptualization of the form of consumption that is promoted within the sales interaction. It argues that sales management & sales workers tend to promote not only rational information exchange & trust-building but also enchantment. There is a contradictory relationship of instrumental empathy between the capitalist firm & the customer, & sales management & sales workers attempt to manage this contradiction by promoting the enchanting myth of customer sovereignty. Here consumption involves the customer experiencing a sense of sovereignty but in such a way that space is also opened up for the sales worker substantively to influence the behaviour of the customer. Managerialist sales research & critical ethnographic studies of sales work are drawn on to support the arguments. The paper also considers the systematic likelihood of customer resistance to the forms of consumption promoted. 62 References. [Reprinted by permission of Sage Publications Ltd., copyright 2005.] Although the point of selling is one of the key moments of exchange where the latent contradictions in capitalist social relations may become manifest, there is a gap in our knowledge about exactly what form of consumption takes place within sales interactions. The key contribution of this paper is that it offers an original conceptualization of the form of consumption that is promoted within the sales interaction. It argues that sales management and sales workers tend to promote not only rational information exchange and trust-building but also enchantment. There is a contradictory relationship of instrumental empathy between the capitalist firm and the customer, and sales management and sales workers attempt to manage this contradiction by promoting the enchanting myth of customer sovereignty. Here consumption involves the customer experiencing a sense of sovereignty but in such a way that space is also opened up for the sales worker substantively to influence the behaviour of the customer. Managerialist sales research and critical ethnographic studies of sales work are drawn on to support the arguments. The paper also considers the systematic likelihood of customer resistance to the forms of consumption promoted. Reprinted by permission of Sage Publications Ltd |
Author | Korczynski, Marek |
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Cites_doi | 10.1177/073088847400100403 10.1037/0022-3514.50.4.832 10.1111/j.1467-6486.2004.00445.x 10.1111/1468-0432.00001 10.1177/0092070302303003 10.1111/1467-6486.00170 10.7591/9781501724220 10.1177/0038038586020002002 10.1111/1467-954X.00161 10.1007/978-1-349-09476-9_10 10.2307/798694 10.1007/978-1-137-10774-9 10.1177/095001709482006 10.1037/0021-9010.83.4.586 10.1177/135050849961005 |
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SubjectTerms | Capitalism Consumer behaviour Consumerism Consumption Customer services Customers Employment Ethnography Information exchange Life insurance Marketing Organization theory Organizational behavior Sales Sales management Sales Workers Social influence Social interaction Social Relations Sovereignty Studies Work Organization Workers |
Title | The Point of Selling: Capitalism, Consumption and Contradictions |
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