Deirdre Shaw, Robert McMaster, Cristina Longo, Nil Özçaglar-Toulouse (2017). Published in Marketing Theory.
This article seeks to develop an empirically grounded theorization of care. Current care theory tends to be conceived along philosophical, psychological and labour dimensions, with much of the literature focusing on caring labour and, therefore, invoking a productionist orientation.
By contrast, our focus on consumption suggests a reorientation in conceptualizing care to more fully apprehend the nuances of care neglected in a consumption context.… >> continue reading