%0 Generic %D 2023 %T Morality Appraisals in Consumer Responsibilization %A Barnhart,Michelle %A Huff,Aimee %A Scott,Inara %K Business Law %K Marketing %B University of Connecticut Marketing Speaker Series %C Storrs, Connecticut %8 2023 %G eng %2 c %4 261451874304 %$ 261451874304 %0 Newspaper Article %D 2022 %T Arming Teachers - An Effective Security Measure or False Sense of Security? %A Barnhart,Michelle %A Huff,Aimee %K Marketing %8 2022 %G eng %U https://theconversation.com/arming-teachers-an-effective-security-measure-or-a-false-sense-of-security-183909 %2 d %4 253772791808 %$ 253772791808 %0 Conference Paper %B Consumer Culture Theory 2022 Conference %D 2022 %T Destigmatizing "Weird" and "Freaky" Period Products: An Intimate Exploration of Consumer Adoption of Menstrual Cups %A Harrold,Mycah %A Borquez,Anabella Donnadieu %A Huff,Aimee %K Marketing %B Consumer Culture Theory 2022 Conference %8 2022 %G eng %2 b %4 233017071616 %$ 233017071616 %0 Generic %D 2022 %T Digital Curation in Contested Markets: How Gunfluencers Enable the Platformization of Second Amendment Ideology %A Drenten,Jenna %A Gurrieri,Lauren %A Huff,Aimee %A Barnhart,Michelle %K Marketing %B Australia & New Zealand Marketing Academy 2022 Conference %C Perth, Australia %8 2022 %G eng %2 c %4 250268035072 %$ 250268035072 %0 Conference Paper %B Association for Consumer Research 2022 Conference %D 2022 %T Digital Curation in Contested Markets: How Gunfluencers Enable the Platformization of Second Amendment Ideology %A Drenten,Jenna %A Gurrieri,Lauren %A Huff,Aimee %A Barnhart,Michelle %K Marketing %B Association for Consumer Research 2022 Conference %8 2022 %G eng %2 b %4 233661716480 %$ 233661716480 %0 Conference Paper %B Association for Consumer Research 2022 Conference %D 2022 %T The (Ir)Responsible American Consumer: Examining Morality and Responsibilization for Armed Self-Defense %A Barnhart,Michelle %A Huff,Aimee %A Scott,Inara %K Business Law %K Marketing %B Association for Consumer Research 2022 Conference %8 2022 %G eng %2 b %4 233661792256 %$ 233661792256 %0 Generic %D 2022 %T Megamarketing in the US Firearms Market: A Longitudinal Study of (De)Legitimation and Advertising %A Huff,Aimee %A Barnhart,Michelle %A Burkhardt,Brett %K Marketing %C Chicago, IL %8 2022 %G eng %2 d %4 230919825408 %$ 230919825408 %0 Conference Paper %B Consumer Culture Theory 2022 Conference %D 2022 %T Platformization of American Gun Culture %A Barnhart,Michelle %A Drenten,Jenna %A Gurrieri,Lauren %A Huff,Aimee %K Marketing %B Consumer Culture Theory 2022 Conference %8 2022 %G eng %2 b %4 233017055232 %$ 233017055232 %0 Conference Paper %B 2022 Marketing & Public Policy Conference - American Marketing Association %D 2022 %T The Role of Retailers in Market Legitimation: An Examination of the Regulated Cannabis Market in Ontario, Canada %A Huff,Aimee %A Wilner,Sarah J.S. %A Humphreys,Ashlee %K Marketing %B 2022 Marketing & Public Policy Conference - American Marketing Association %8 2022 %G eng %2 b %4 232727699456 %$ 232727699456 %0 Journal Article %J Journal of Business Research %D 2022 %T UNRAVEL-ing Gnarly Knots: A Path for Researching Market-entangled Wicked Social Problems %A Barnhart,Michelle %A Huff,Aimee %K Marketing %B Journal of Business Research %8 2022 %G eng %2 a %4 193713463296 %$ 193713463296 %0 Generic %D 2022 %T You Want Me to Put That Where? An Intimate Exploration of Consumer Adoption of Reusable Menstrual Products %A Harrold,Mycah %A Donnadieu Borquez,Anabella %A Huff,Aimee %K Marketing %8 2022 %G eng %2 d %4 231784845312 %$ 231784845312 %0 Conference Paper %B Marketing & Public Policy Conference - American Marketing Association %D 2021 %T How Marketing Can UNRAVEL Wicked Social Problems %A Huff,Aimee %A Barnhart,Michelle %K Marketing %B Marketing & Public Policy Conference - American Marketing Association %8 2021 %G eng %2 b %4 217815736320 %$ 217815736320 %0 Journal Article %J Journal of Consumer Research %D 2021 %T The Politication of Objects: Meaning Making and Materiality in the US Cannabis Market %A Huff,Aimee %A Humphreys,Ashlee %A Wilner,Sarah J. S. %K Marketing %B Journal of Consumer Research %8 2021 %G eng %2 a %4 144668807168 %$ 144668807168 %0 Conference Paper %B Association for Consumer Research 2021 Conference (North America) %D 2021 %T Tensions and Dynamics in the (De)Legitimation of the American Consumer Firearms Market %A Huff,Aimee %A Barnhart,Michelle %A Burkhardt,Brett %K Marketing %B Association for Consumer Research 2021 Conference (North America) %C Duluth, MN %8 2021 %G eng %2 b %4 230919929856 %$ 230919929856 %0 Newspaper Article %D 2020 %T Why Americans Are Buying More Guns than Ever %A Huff,Aimee %A Barnhart,Michelle %K Marketing %8 2020 %G eng %U https://theconversation.com/profiles/aimee-dinnin-huff-391346/articles#:~:text=Why%20Americans%20are%20buying%20more%20guns%20than%C2%A0ever %2 d %4 253773285376 %$ 253773285376 %0 Generic %D 2019 %T American Consumers' Understandings of the Right to Consume Firearms %A Barnhart,Michelle %A Huff,Aimee %A Scott,Inara %K Business Law %K Marketing %B Consumer Culture Theory 2019 %C Montreal, Canada %8 2019 %G eng %2 c %4 195034695680 %$ 195034695680 %0 Conference Paper %B Consumer Culture Theory Consortium %D 2019 %T American Consumers' Understandings of the Right to Consume Firearms %A Barnhart,Michelle %A Huff,Aimee %A Scott,Inara %K Business Law %K Marketing %B Consumer Culture Theory Consortium %8 2019 %G eng %2 b %4 184199366656 %$ 184199366656 %0 Newspaper Article %D 2019 %T Arming School Staff Will Pose Risks to Students that Outweigh Chance of Shooting %A Barnhart,Michelle %A Huff,Aimee %K Marketing %8 2019 %G eng %U https://theglobepost.com/2019/01/02/risks-arming-school-staff/ %2 d %4 184202303488 %$ 184202303488 %0 Book Section %D 2019 %T Consumers, Culture, Marketing Strategy, and Market Systems: Integrating Marketing Research and Firearms Studies %A Huff,Aimee %A Barnhart,Michelle %K Marketing %C New York %8 2019 %@ 978-1-138-90426-2 %G eng %2 d %4 162689853440 %$ 162689853440 %0 Newspaper Article %D 2019 %T How a "Missing" Movement Made Gun Control a Winning Issue %A Huff,Aimee %A Barnhart,Michelle %K Marketing %8 2019 %G eng %U https://theconversation.com/profiles/aimee-dinnin-huff-391346/articles#:~:text=Why%20Americans%20are%20buying%20more%20guns%20than%C2%A0ever %2 d %4 253773426688 %$ 253773426688 %0 Journal Article %J Academy of Management Learning and Education %D 2019 %T Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchers %A Brouard,Myriam %A Belkir,Meriam %A Brunk,Katja %A Dalmoro,Marlon %A Ferriera,Maria Christina %A Figueirdo,Bernardo %A Huff,Aimee %A Scaraboto,Daiane %A Sibai,Olivier %A Smith,Andrew %K Marketing %X This study examines academic isolation – an involuntary perceived separation from the academic field to which one aspires to belong, associated with a perceived lack of agency in terms of one’s engagement with the field – as a key challenge for researchers in increasingly globalized academic careers. While prior research describes early career researchers’ isolation in their institutions, we theorize early career researchers’ isolation in their academic fields and reveal how they attempt to mitigate isolation to improve their career prospects. Using a collaborative autoethnographic approach, we generate and analyze a dataset focused on the experiences of ten early career researchers in a globalizing business academic field known as Consumer Culture Theory. We identify bricolage practices, polycentric governance practices, and integration mechanisms that work to enhance early career researchers’ perceptions of agency and consequently mitigate their academic isolation. Our findings extend discussions on isolation and its role in new academic careers. Early career researchers, in particular, can benefit from a deeper understanding of practices that can enable them to mitigate isolation and reclaim agency as they engage with global academic fields. %B Academy of Management Learning and Education %V 18 %P 261-285 %8 2019 %G eng %N 2 %2 a %4 161307478016 %$ 161307478016 %0 Generic %D 2019 %T Isolation in Globalizing Academic Fields: A Collaborative Autoethnography of Early Career Researchers %A Belkhir,Meriam %A Brouard,Myriam %A Brunk,Katja H. %A Campana,Mario %A Dalmoro,Marlon %A Ferreira,Marcia Christina %A Figueiredo,Bernardo %A Huff,Aimee %A Scaraboto,Daiane %A Sibai,Olivier %A Smith,Andrew %K Marketing %B Academy of Management Conference 2019 %C Boston %8 2019 %G eng %2 c %4 195034884096 %$ 195034884096 %0 Conference Paper %B Association for Consumer Research %D 2019 %T Relating American's Responses to the Marketization of Armed Self-Defense to their Understandings of the Second Amendment %A Barnhart,Michelle %A Huff,Aimee %A Scott,Inara %K Business Law %K Marketing %B Association for Consumer Research %8 2019 %G eng %2 b %4 202633697280 %$ 202633697280 %0 Conference Paper %B American Marketing Association Winter Educators' Conference 2019 %D 2018 %T Expressive Materiality and the Making of Markets: Insights from the U.S. Cannabis Market %A Huff,Aimee %A Humphreys,Ashlee %A Wilner,Sarah %K Marketing %B American Marketing Association Winter Educators' Conference 2019 %V 30 %8 2018 %G eng %2 b %4 184202770432 %$ 184202770432 %0 Generic %D 2018 %T Fairytales and Nightmares: Gun Mythology and the American Market System for Firearms %A Huff,Aimee %A Barnhart,Michelle %K Marketing %C Odense, Denmark %8 2018 %G eng %2 d %4 184202153984 %$ 184202153984 %0 Generic %D 2018 %T Legitimacy and the Politics of Things %A Huff,Aimee %A Humphreys,Ashlee %A Wilner,Sarah J.S. %K Marketing %B Consumer Culture Theory 2018 %C Odense, Denmark %8 2018 %G eng %2 c %4 195034628096 %$ 195034628096 %0 Conference Paper %B Association for Consumer Research %D 2018 %T Negotiating the Legitimacy of an American Icon: Myth and the U.S. Gun Market %A Barnhart,Michelle %A Huff,Aimee %K Marketing %B Association for Consumer Research %V 46 %8 2018 %G eng %2 b %4 184199008256 %$ 184199008256 %0 Journal Article %J Journal of the Association for Consumer Research %D 2018 %T Preparing for the Attack: Mitigating Risk through Routines in Armed Self-Defense %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Brandon %A McAlexander,Jim %K Marketing %X Prior research has shown that owning firearms for self-defense can be motivated by perceived risks and a desire to mitigate those risks. Keeping and carrying guns for self-defense also introduces risks to owners and others. We examine ways that consumers mitigate these latter risks. We employ theories of practice and prior work on risky consumption to interpret observational, interview, and textual data gathered from a multi-sited ethnography of consumers of handguns for self-defense. We reveal that these consumers attempt to mitigate risks in three ways: through readiness practices with guns but no assailant, simulated scenario practices incorporating simulated assailants, and mental rehearsals incorporating imagined assailants. This research contributes a model of risk mitigation in risky consumption, explicates how social norms and mental activities foster a sense of security from specific risks, and shows that collaboration is required for development of practical understanding of risk-mitigating routines that incorporate multiple people. %B Journal of the Association for Consumer Research %C University of Chicago Press %V 3 %8 2018 %G eng %N 1 %2 a %4 156224339968 %$ 156224339968 %0 Generic %D 2018 %T Reaching Out and Building Up: Making Theoretical Contributions to Substantive Domains %A Huff,Aimee %K Marketing %C Odense, Denmark %8 2018 %G eng %2 d %4 184202438656 %$ 184202438656 %0 Generic %D 2018 %T Why Trump's Idea to Arm Teachers May Miss the Mark %A Huff,Aimee %A Barnhart,Michelle %K Marketing %8 2018 %G eng %U https://theconversation.com/why-trumps-idea-to-arm-teachers-may-miss-the-mark-92335 %2 d %4 162693251072 %$ 162693251072 %0 Journal Article %J Journal of Macromarketing %D 2017 %T Addressing the Wicked Problem of American Gun Violence: Consumer Interest Groups as Macro-social Marketers %A Huff,Aimee %A Barnhart,Michelle %A McAlexander,Brandon %A McAlexander,Jim %K Marketing %B Journal of Macromarketing %V 37 %P 393-408 %8 2017 %G eng %N 4 %2 a %4 127008327680 %$ 127008327680 %0 Generic %D 2017 %T Assembling Safety in an Armed America %A Huff,Aimee %A Barnhart,Michelle %K Marketing %B Oregon Marketing Research Symposium %C Eugene, Oregon %8 2017 %G eng %2 c %4 144669057024 %$ 144669057024 %0 Generic %D 2017 %T Assembling Safety in an Armed America %A Barnhart,Michelle %A Huff,Aimee %K Marketing %B Speaker Series %C Melbourne, Australia %8 2017 %G eng %2 c %4 144639172608 %$ 144639172608 %0 Generic %D 2017 %T Consumers’ Assemblages of Fear and Safety with Firearms: Obstacles to Addressing Gun Violence in an Armed America %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Jim %A McAlexander,Brandon %K Marketing %B Consumer Culture Theory Conference 2017 %C Anaheim, CA %8 2017 %G eng %2 c %4 144639139840 %$ 144639139840 %0 Conference Paper %B Association for Consumer Research %D 2017 %T Consumers' Assemblages of Fear and Safety with Firearms: Obstacles to Addressing Gun Violence in an Armed America %A Huff,Aimee %A Barnhart,Michelle %A McAlexander,Brandon %A McAlexander,Jim %K Marketing %B Association for Consumer Research %C San Diego, CA %V 45 %P 675-676 %8 2017 %G eng %U twitter.com/huffmatic %2 b %4 161328275456 %$ 161328275456 %0 Generic %D 2017 %T Consumers’ Assemblages of Fear and Safety with Firearms: Obstacles to Addressing Gun Violence in an Armed America %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Jim %A McAlexander,Brandon %K Marketing %B Association for Consumer Research Conference 2017 %C San Diego, CA %8 2017 %G eng %2 c %4 161327075328 %$ 161327075328 %0 Generic %D 2017 %T Consumers, Culture, Strategy, and Market Systems: Integrating Marketing Research and Firearms Studies %A Huff,Aimee %K Marketing %B Gun Studies Symposium %C University of Arizona %8 2017 %G eng %2 c %4 161319528448 %$ 161319528448 %0 Generic %D 2017 %T Isolation in Emerging Fields: The Case of Entrant Actors in an Emerging Academic Field %A Belkhir,Meriam %A Brouard,Myriam %A Brunk,Katja H. %A Campana,Mario %A Dalmoro,Marlon %A Ferreira,Marcia Christina %A Figueiredo,Bernardo %A Huff,Aimee %A Scaraboto,Daiane %A Sibai,Olivier %A Smith,Andrew %K Marketing %B Consumer Culture Theory 2017 %C Anaheim, CA %8 2017 %G eng %2 c %4 161328431104 %$ 161328431104 %0 Journal Article %J Journal of Marketing Management %D 2017 %T Objects of Desire: The Role of Product Design in Revising Contested Cultural Meanings %A Wilner,Sarah J. S. %A Huff,Aimee %K Marketing %X We explore the link between product design and market legitimation by examining the evolution of a product market that has been shrouded by cultural taboo. Conducting media analysis and selected visual audits of sex toys over a recent 25-year period, we find that innovations in the design of these products – materials, form and function – can facilitate evolution of a mainstream market. Producers can facilitate legitimation by introducing innovative designs that significantly contradict existing cultural meanings associated with the category. Furthermore, when the aesthetic and functional aspects of a new product design are aligned with cultural norms, we find that mainstream media reframe the products in ways that signal social acceptance. %B Journal of Marketing Management %V 33 %P 244-271 %8 2017 %G eng %N 3-4 %2 a %4 127035869184 %$ 127035869184 %0 Journal Article %J European Journal of Marketing %D 2016 %T The Evolving Family Assemblage: How Senior Families 'Do' Family %A Huff,Aimee %A Cotte,June %K Marketing %X Purpose
A growing stream of consumer research has examined the intersection of family dynamics, consumption practices, and the marketplace. The purpose of this research is to make sense of the complex nature of family for senior families (adult children and their elderly parents) who employ the use of elder care services and facilities.

Approach
This research analyzes data gathered from in-depth interviews with adult siblings and their elderly parents through the lens of assemblage theory.

Findings
This paper advances a conceptulisation of the family as an evolving assemblage of components, including individual members; material possessions and home(s); shared values, goals, memories, and practices; prominent familial attributes of love and care; and marketplace resources. Three features of the assemblage come to the fore in senior families: the fluid meaning of independence for the elderly parent, the evolution of shared family practices, and the trajectory of the assemblage that is a function of its history and future.

Originality/Value
This research 1) focuses on a stage of family life that has been undertheorised; 2) applies assemblage theory to the family collective, demonstrating that a family can be conceptualised as an ever-evolving assemblage of human and non-human components, and this is a useful lens for understanding how senior families ‘do’ family; and 3) argues for a broader notion of family – one that is not household-centric or focused on families with young children, that encompasses members and materiality, and that foregrounds the dynamic, evolving nature of family life. %B European Journal of Marketing %V 50 %P 892-915 %8 2016 %G eng %N 5/6 %2 a %4 107210156032 %$ 107210156032 %0 Generic %D 2016 %T From Fish Tank to the Open Ocean: Navigating the Institutional Field of CCT %A Belkhir,Meriam %A Brouard,Myriam %A Brunk,Katja H. %A Campana,Mario %A Dalmoro,Marlon %A Ferreira,Marcia Christina %A Figueiredo,Bernardo %A Huff,Aimee %A Scaraboto,Daiane %A Sibai,Olivier %A Smith,Andrew %K Marketing %B Consumer Culture Theory 2016 %C Lille, France %8 2016 %G eng %2 c %4 142437089280 %$ 142437089280 %0 Generic %D 2016 %T The Pot Problem: The Role of Design in Legitimation of New Markets %A Huff,Aimee %A Wilner,Sarah J.S. %A Humphreys,Ashlee %K Marketing %B American Marketing Association 2016 Winter Educators' Conference %C Las Vegas %8 2016 %G eng %2 c %4 127036160000 %$ 127036160000 %0 Conference Paper %B American Marketing Association 2016 Winter Educators' Proceedings %D 2016 %T The Pot Problem: The Role of Design in Legitimation of New Markets %A Huff,Aimee %A Humphreys,Ashlee %A Wilner,Sarah J.S. %K Marketing %B American Marketing Association 2016 Winter Educators' Proceedings %P D10-11 %8 2016 %G eng %2 b %4 162759589888 %$ 162759589888 %0 Generic %D 2016 %T Sisyphus and the American Socio-political Industrial Gun Complex: How Gun Violence Prevention Groups Keep Pushing the Rock %A Barnhart,Michelle %A Huff,Aimee %A McAlexander,Jim %A McAlexander,Brandon %K Marketing %B Marketing and Public Policy Conference %C San Luis Obispo, CA %8 2016 %G eng %2 c %4 127008133120 %$ 127008133120 %0 Generic %D 2015 %T Focus on the Form, Forget about the Function: Marketplaces for Illicit Products %A Huff,Aimee %A Wilner,Sarah J. S. %K Marketing %B AMA Winter Educator's Conference %C San Antonio, TX %8 2015 %G eng %2 c %4 106587109376 %$ 106587109376 %0 Generic %D 2015 %T (Re)Assembling Family: An Examination of How Senior Families 'Do' Family %A Huff,Aimee %A Barnhart,Michelle %K Marketing %B Consumer Culture Theory 2015 Conference %C University of Arkansas %8 2015 %G eng %2 c %4 127038160896 %$ 127038160896 %0 Generic %D 2014 %T Both Erotic and Ergonomic? Product Design as a Mechanism for Moral Legitimacy %A Huff,Aimee %A Wilner,Sarah J. S. %K Marketing %B Design Management Institute Conference %C London, UK %8 2014 %G eng %2 c %4 106587056128 %$ 106587056128 %0 Generic %D 2014 %T In and Out: Paid Caregivers as Members of the Family...kind of %A Barnhart,Michelle %A Huff,Aimee %K Marketing %B Consumer Culture Theory Conference %C Helsinki, Finland %8 2014 %G eng %2 c %4 89006811136 %$ 89006811136 %0 Journal Article %J Journal of Marketing Management %D 2014 %T Like a Member of the Family: Including and Excluding Paid Caregivers in Performances of Family %A Barnhart,Michelle %A Huff,Aimee %A Cotte,June %K Marketing %B Journal of Marketing Management %V 30 %P 1680-1702 %8 2014 %G eng %N 15-16 %2 a %4 25525661697 %$ 25525661697 %0 Journal Article %J Journal of Consumer Affairs %D 2013 %T Complexities of consumption: The case of childcare %A Huff,Aimee %A Cotte,J %K Marketing %B Journal of Consumer Affairs %V 47 %P 72-97 %8 2013 %G eng %N 1 %2 a %4 83985152000 %$ 83985152000 %0 Generic %D 2013 %T Focus on the Form, Forget the Function: The Legitimization of Illicit Products through Design %A Huff,Aimee %A Wilner,Sarah %K Marketing %B Association for Consumer Research %8 2013 %G eng %2 c %4 87836203008 %$ 87836203008 %0 Generic %D 2013 %T Focus on the Form, Forget the Function: The Legitimization of Illicit Products through Design %A Huff,Aimee %A Wilner,Sarah %K Marketing %B Consumer Culture Theory %C Tucson %8 2013 %G eng %2 c %4 87836207104 %$ 87836207104 %0 Generic %D 2012 %T Commercial Elder Care: Implications for Consumer Research and Public Policy %A Huff,Aimee %K Marketing %B Academic Consumer Interest Research in Policy Making %C Toronto %8 2012 %G eng %2 c %4 87836235776 %$ 87836235776 %0 Generic %D 2012 %T Using the Marketplace to Reconceptualize Motherhood %A Huff,Aimee %A Cotte,June %K Marketing %B Association for Consumer Research %C Vancouver %8 2012 %G eng %2 c %4 87836168192 %$ 87836168192 %0 Generic %D 2011 %T The Ambivalent Role of Adult Siblings in Family Decisions about Elder Care %A Huff,Aimee %A Cotte,June %K Marketing %B Association for Consumer Research %C St Louis %8 2011 %G eng %2 c %4 87836184576 %$ 87836184576 %0 Generic %D 2011 %T The Ambivalent Role of Adult Siblings in Family Decisions about Elder Care %A Huff,Aimee %K Marketing %B Consumer Culture Theory %C Chicago %8 2011 %G eng %2 c %4 87836215296 %$ 87836215296 %0 Generic %D 2011 %T Boycotters Who Don’t Boycott: Attitude-Behavior Inconsistency in an Anti-Consumption Movement %A Wang,Juan %A Huff,Aimee %K Marketing %B Association for Consumer Research %C St Louis %8 2011 %G eng %2 c %4 87836225536 %$ 87836225536 %0 Book Section %D 2011 %T Buying the Girlfriend Experience: An Exploration of the Consumption Experiences of Male Customers of Escorts %A Huff,Aimee %K Marketing %C Bingley %V 13 %P 111-126 %8 2011 %G eng %2 d %4 87836155904 %$ 87836155904 %0 Generic %D 2011 %T Buying the Girlfriend Experience: An Exploration of the Consumption Experiences of Male Customers of Escorts %A Huff,Aimee %K Marketing %B Consumer Culture Theory %C Chicago %8 2011 %G eng %2 c %4 87836229632 %$ 87836229632 %0 Generic %D 2011 %T Buying the Girlfriend Experience: An Exploration of the Consumption Experiences of Male Customers of Escorts %A Huff,Aimee %K Marketing %B Association for Consumer Research %C St Louis %8 2011 %G eng %2 c %4 87836190720 %$ 87836190720 %0 Journal Article %J Journal of Consumer Research %D 0 %T Morality Appraisals in Consumer Responsibilization %A Barnhart,Michelle %A Huff,Aimee %A Scott,Inara %K Business Law %K Marketing %X Abstract: In recent decades, U.S. “pro-gun” lobbying groups, politicians, courts, and market actors have sought to responsibilize U.S. consumers to use firearms to address the societal problem of crime. These responsibilization efforts center an interpretation of the constitutional right to keep and bear arms as an entitlement for individuals to engage in armed protection from criminals. Using interview and online discussion data, this research investigates consumers’ responses to responsibilization for this morally fraught set of behaviors, and the role of consumers’ various understandings of the right to bear arms in these responses. Findings show that acceptance of responsibilization is a matter of proportionality; consumers accept responsibilization for a proportion of specific armed protection scenarios and reject it for the remainder. Acceptance is determined by their appraisals of the morality of the responsibilization sub-processes (Giesler & Veresiu 2014). Consumers’ understanding of the constitutional right serves as a heuristic in these appraisals, with some understandings leading consumers to accept responsibilization across a much larger proportion of scenarios than others. Contributions include illustrating response to responsibilization as a proportionality; illuminating consumers’ active role in appraising responsibilizing efforts; and demonstrating how some consumers come to understand a responsibilized behavior as a moral entitlement.

%B Journal of Consumer Research %8 2023 In Press %G eng %2 a %4 209628018688 %$ 209628018688