Peopling Marketing, Organization, and Technology

2 Interactionism and Marketing

DOI: 10.4324/9781315661421-2

Interaction underpins institutions. Art and culture, education, healthcare, markets, and other institutions arise in, and through, interaction. Works of art are created and appreciated, teaching and learning are accomplished, healthcare is provided, and markets are made as people act and interact with each other (Gibson and Lehn 2017). In marketing and consumer research, few studies examine interaction in market relationships. There are, of course, the famous studies of the “Consumer Odyssey” (Belk 1975; Belk, Sherry, Jr., and Wallendorf 1988; Sherry 1990) that provide socio-cultural analyses of markets, yet without being interested much in the processes of action and interaction accomplished ...