Ahmed, Iram, Arnott, David, Dacko, Scott G. and Wilson, Hugh N. (2022) Trying on a role : mentoring, improvisation and social learning in luxury retailing. Journal of Business Research, 144 . pp. 1039-1051. doi:10.1016/j.jbusres.2022.02.034 ISSN 0148-2963.

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Abstract

Much work has viewed retail as analogous to theater, creating memorable performances that communicate brand meanings. This article asks how the theatrical metaphor applies to a further role of retail environments: enabling customers’ social learning. When products are used in a collective consumption context, customers need to learn how to perform in that context. A micro-sociological study of men’s luxury tailoring reveals two ways in which this learning can begin in the store. First ‘mentoring scripts’ help sales associates to coach the customer, using discursive and experiential learning approaches. Second, staff and customers engage in improvisation practices, termed role switching, status asserting, nurturing, and show rescuing. While deeply theatrical, these behaviors are reminiscent not of traditional staged plays but rather of improvisatory and immersive theater, where customers are not an audience but active – albeit novice – performers. The drama of retail contexts is far more participatory than scholarship has yet acknowledged.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH):	Selling, Marketing, Advertising, Customer relations, Luxury goods industry, Microsociology
Journal or Publication Title:	Journal of Business Research
Publisher:	Elsevier Inc.
ISSN:	0148-2963
Official Date:	May 2022
Dates:	Date Event May 2022 Published 24 February 2022 Available 12 February 2022 Accepted 11 January 2022 Updated
Volume:	144
Page Range:	pp. 1039-1051
DOI:	10.1016/j.jbusres.2022.02.034
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Date of first compliant deposit:	12 January 2022
Date of first compliant Open Access:	24 August 2023
Related URLs:	Publisher

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