"There's a real value in people telling you what's what": An exploration of female high self-monitoring and herd behaviour

Robert Thomas, Anne Marie Doherty

Research output: Chapter in Book/Report/Conference proceedingConference contribution book

Abstract

Adopting a qualitative approach, this paper set out to investigate the phenomenon of herd behaviour and its relationship with self-monitoring from a female perspective in the technological goods market. The paper employs an interpretive position, utilising 19 focus groups with over 229 participants across 10 UK cities. The paper identifies the defining characteristics of herd behaviour in this context as being socially orientated, and undertaken as a consequence of the need to belong. The paper adds to the self-monitoring literature by providing in-depth insights into the consumption habits of female consumers, and a product group thought to be a male preserve. Further, this paper questions the essentialist positions that pervade the literature in relation to gendered and self orientated consumption patterns.
Original languageEnglish
Title of host publicationMarketing Relevance
Subtitle of host publicationAcademy of Marketing Annual Conference, University of South Wales
ISBN (Electronic)978-1-909838-00-0
Publication statusPublished - Jul 2013
EventAcademy of Marketing Conference 2013 - Marketing Relevance - Cardiff, United Kingdom
Duration: 8 Jul 201311 Jul 2013

Conference

ConferenceAcademy of Marketing Conference 2013 - Marketing Relevance
CountryUnited Kingdom
CityCardiff
Period8/07/1311/07/13

Keywords

  • self-monitoring
  • gender
  • herd behaviour

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    Thomas, R., & Doherty, A. M. (2013). "There's a real value in people telling you what's what": An exploration of female high self-monitoring and herd behaviour. In Marketing Relevance: Academy of Marketing Annual Conference, University of South Wales