Jack S. Tillotson

• PhD
• University Teacher at University of Vaasa

This commentary offers a timely exploration of participatory food provisioning via emerging food technologies. Through an in-depth analysis of case studies of these technologies, we elucidate the changing nature of prosumption in orchestrating food market provisioning. Our investigation highlights a shift toward a non-anthropocentric vision of mark...

The advent of innovative technologies with installed artificial intelligence (AI) has raised the need to understand evolutive consumers’ behaviours. The dyadic communicative experience between consumers and technological artifacts with programmed social humanoid features shed the light on the emergence of an adaptative form of word-of-mouth (WOM) a...

Prosumption is gaining momentum among the critical accounts of sustainable consumption that have thus far enriched the marketing discourse. Attention to prosumption is increasing whilst the degrowth movement is emerging to tackle the contradictions inherent in growth-driven, technology-fueled, and capitalist modes of sustainable production and cons...

Purpose: This study examines the social and cultural life of food innovations to inform food design thinking. The authors explore this through wellness regulating functional foods, foods scientifically modified for health benefits based on medical and nutritional claims, as a materialisation of food innovation in the marketplace. Design/methodolo...

Past research shows that successful consumer learning takes place in environments that support cooperative communities of practice, that enable access to refined didactic resources, and that provide a safe, sympathetic backstage for a controllable and able learning body to durably transition from one repertoire to another. This study complements ex...

The purpose of this paper is to explore how gay men manage their identities both within and outside the gay community by drawing on post-gay discourses, which surmise stigma against the gay community as a thing of the past. Implementing qualitative methods, the findings show that a post-gay subjectivity is produced via a series of camouflage strate...

This article investigates the consumer–voice assistant (VA) interaction in the context of food and beverage purchase choices and the role that psychological power plays in the consumer decision‐making process. A series of experimental studies demonstrate that both involvement and the psychological condition of power meditate consumers' willingness...

Purpose The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna. Design/methodology/approach Data collection comprised semi-structured interviews with Finnish local resident...

This study analyzes tourist intention in the early phase of the tourists' decision-making process. Through correlations and web-experiments, we trace subjective knowledge through the tourists' accumulation of diagnostic cues inherent in a destination and the ways tourists falsely believe that having more knowledge can be beneficial. This research u...

This review takes stock of the development of Consumer Culture Theory (CCT) and provides a perspective from which this field of research can be framed, synthesized, and navigated. This review takes a conceptual and historical approach to map the rich theoretical inventory cultivated over almost 40 years of culturally-oriented research on consumptio...

The purpose of this study is to explore the dimensions of Nordic regionality through advertisement-based narratives of Finnishness. Building from theory on myth, this study responds to the call for more research that reflects “greater sensitivity to place and history” in operationalizing regionally based marketing and consumer research (Chelekis an...

Mobilizing Merleau-Ponty’s phenomenology of embodiment, we study lactose intolerant consumers to understand how consumption, embodiment and identity work are connected. Lactose intolerance solicits identity work at three inter-connected levels of embodiment. Consumers respond with three categories of embodiment-oriented identity work. Our research...

This ethnographic study explores the mythological foundation of dairy consumption in Helsinki, Finland. Implications of the study include the need to recognize the nature/culture binary in westernized urban environments. Understanding other modes of figuration that emerge within society advances consumer research on product and brand attachment.

Purpose We aim to understand what happens when larger social and cultural myths become the incarnate understanding of consumers within the firm. This paper uncovers the varied myths at play in one Finnish company’s status as an inadvertent cultural icon. Methodology/approach Through a qualitative inquiry of Finland’s largest dairy producer and by...

This ethnographic actor-network and translation-theoretic study explores the creation and implementation of a municipal program for the curbside collection and composting of household food waste. Implications of the study include the need to recognize and manage the agency of non-human actors in efforts to bring about a more sustainable society.