|Title||Social representations, legitimacy and market change|
|Authors||Mwangi, V. Cocker, H. and Piacentini, M. G.,|
The study illuminates the influence of cultural factors on change using social representations and institutional theory. The interaction between social representations and cultural- cognitive legitimacy in market change is exposed through a triangulation of digital media data and depth interview data analysis. The article makes four contributions to the study of markets, legitimacy, change and social representations: First, by illuminating social representations in the cultural- cognitive arena, a theory for applying these factors to change markets/behaviour is proposed. Second, the article contributes to the literature on market change by exposing potential cultural-cognitive barriers to change. Third, we demonstrate how cognitive polyphasia in social representations is a means for inducing change, a function that is undocumented in existing literature on social representations. Finally, the article contributes to studies on legitimacy by highlighting implicit versus explicit and coercive versus voluntary forms of legitimacy and their impact on change sustainability.
|Keywords||Cognitive Polyphasia, Illlicit alcohol, legitimacy, Social Change, Social representations|
|Conference||Consumer Culture Theory Conference|