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Virtual Hand with Ambiguous Movement between the Self and Other Origin: Sense of Ownership and 'Other-Produced' Agency
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Narrative curation and stewardship in contested marketspaces.

Matthew M Mars1,2, Hope Jensen Schau2,3, Tyler E Thorp1,4

  • 1College of Agriculture and Life Science, The University of Arizona, 1110 E. South Campus Dr., Saguaro Hall, Tucson, AZ 85721 USA.

Journal of the Academy of Marketing Science
|December 5, 2022
PubMed
Summary
This summary is machine-generated.

Value narratives shape how consumers perceive products. Local food narratives at farmers' markets face appropriation risks in supermarkets, necessitating improved narrative stewardship strategies.

Keywords:
Contested marketsInstitutional logicsLocal foodMarket movementsNarrativesVisual data

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Area of Science:

  • Marketing
  • Consumer Behavior
  • Food Systems

Background:

  • Value narratives communicate product benefits, aligning with alternative or mainstream market settings.
  • Local food systems provide a context to examine narrative strategies in farmers markets versus supermarkets.

Purpose of the Study:

  • To analyze how value narratives are strategically employed in local food systems.
  • To understand the concept of narrative stewardship in marketing.
  • To identify risks of narrative appropriation in contested marketplaces.

Main Methods:

  • Empirical analysis of value narratives in a local food system.
  • Comparison of narrative curation by purveyors in farmers markets and supermarkets.
  • Examination of institutional perspectives influencing narrative deployment.

Main Results:

  • Value narratives highlight 'local food' benefits, creating a contested marketplace.
  • Farmers markets use a blend of institutional perspectives in narratives; supermarkets prioritize market perspectives.
  • A spectrum of narrative stewardship (promotion-neglect) exists in farmers markets.

Conclusions:

  • Farmers markets' narrative stewardship continuum leaves 'local food' vulnerable to dilution and replacement by mainstream markets.
  • Strategic narrative stewardship is crucial for maintaining the integrity and value of 'local food' concepts.
  • Proposed strategies aim to enhance value narrative stewardship for local food producers.