Ahmed Benmecheddal, Hélène Gorge, Nil Özçağlar-Toulouse (2017). Published in Journal of Macromarketing.
Alternative markets are often described as exchange systems for people who wish to escape the capitalist markets.
In this article, we argue that alternative markets may also emerge in a context of economic constraint, in which people have restricted access to mainstream markets. In order to survive, they have to find alternative ways of obtaining goods and services.
To understand the emergence and characteristics of the constrained type of alternative market, we examine the bartering systems established in Greece in the aftermath of the financial crisis and the imposition of austerity measures by international and European institutions on the country’s economic system.… >> continue reading
Hélène Gorge & Nil Özçağlar-Toulouse. Paper published in Décisions Marketing n°72, Octobre-Décembre 2013.
Consumption experiences of French poor people: knowledge from the Bottom of Pyramid and the Transformative Consumer Research
This article puts into perspective the challenges of the two existing approaches on poverty: the Bottom of Pyramid and the Transformative Consumer Research. To do so, we explore the experiences of French poor people, a recent category of consumers in marketing.… >> continue reading
PhD student from September 2011 to December 2014 on the consumption status of working poors. Hélène successfully completed her thesis, and received the highest honors for her defense.
My thesis under the supervision of Prof. Nil Özçağlar-Toulouse is entitled Belonging to the consumer society while being a working poor: A socio-historical approach of the construction of the poor consumer figure. It focuses on the construction of the poor consumer figure in France.
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List of presentations at scientific conferences centered around the issue of understanding the way poors and socially excluded consume.… >> continue reading
Marie-Hélène Fosse-Gomez & Nil Özçağlar-Toulouse. Paper published in Décisions Marketing N°56 Octobre-Décembre 2009.
La grande distribution française est aujourd’hui confrontée à des actions d’autoréduction de la part de consommateurs en quête de pouvoir d’achat. Ces actions, qui peuvent prendre la forme de vols collectifs, imposent une baisse de prix des biens ou des services. Pour en décrypter les mécanismes et fondements, cette recherche s’appuie sur une démarche interprétative d’inspiration ethnographique faisant appel à des entretiens et à des observations in situ et sur internet.… >> continue reading
Most of my research is directed at consumer experiences and practices, examined from a cultural perspective.
Consumer culture appears as a consequence of the relational dynamic among consumers, institutions (companies, NGOs, etc.), and the meanings given by consumers to products, companies and brands.
The theoretical perspective adopted – ‘Consumer Culture Theory’ (CCT) – thus addresses consumption in accordance with its sociocultural, experiential and symbolic aspects, using interpretative analyses.
CCT is today an international interdisciplinary field that comprises macro, interpretive, and critical approaches to and perspectives of consumer behavior.… >> continue reading