Why can't they behave? Theorizing consumer misbehavior as regime misfit in-between neo-liberal and Nordic welfare models

Martin, D, Lindberg, F and Fitchett, J 2019, 'Why can't they behave? Theorizing consumer misbehavior as regime misfit in-between neo-liberal and Nordic welfare models' in Søren Asekgaard, Jacob Östberg (ed.) Nordic Consumer Culture: State, Market and Consumers, Springer International Publishing, London, pp. 71-94.


Document type: Book Chapter
Collection: Book Chapters

Title Why can't they behave? Theorizing consumer misbehavior as regime misfit in-between neo-liberal and Nordic welfare models
Author(s) Martin, D
Lindberg, F
Fitchett, J
Year 2019
Title of book Nordic Consumer Culture: State, Market and Consumers
Publisher Springer International Publishing
Place of publication London
Editor(s) Søren Asekgaard, Jacob Östberg
Start page 71
End page 94
Subjects Marketing Theory
Summary The Nordic welfare model has enjoyed recent popularity among critics of free-market neoliberal social systems. The Nordic population has an idealized view of a Nordic hybrid market, which is well understood in the cultural context. However, the nuances of the model are lost on visitors who violate the spirit of the Nordic social contract, while not actually violating statutes and rules. Be they German families traveling in caravans or French backpackers setting up tents adjacent to Norwegian homes, these visitors are deemed to be misbehaving. Consumer misbehavior theorizing relies heavily on psychological or micro-level explanations. This chapter extends the literature with a macro-level exploration of consumer misbehavior. Relying on literature examining neoliberal and Nordic welfare state values, we argue that consumers who legitimize their motives and experiences in neoliberal regimes distinguished by market and industrial values fail to adopt a Nordic tourist-as-citizen role, distinguished also by domestic and civic values, and thereby misbehave in the context of the Nordic welfare regime. We introduce the concept of regime misfit and theorize how consumer misbehavior is unintentionally stimulated by tensions between values co-present in the marketplace.
Copyright notice © The Author(s) 2019
Keyword(s) Nordic hybrid market
neoliberal regime
consumer behaviour
tourism
Lofoten Islands
ISBN 9783030049331
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