Title

Appreciating Guns: A Marketers Perspective

Document Type

Conference Proceeding

Faculty

Faculty of Business and Law

School

School of Marketing, Tourism and Leisure

RAS ID

12710

Comments

This article was originally published as: Maccarthy, M. J., France, K. E., Fanning, S. M., Ogilvie, M. , & Ryan, M. M. (2011). Appreciating Guns: A Marketers Perspective. Paper presented at the Australian & New Zealand Marketing Academy Conference (ANZMAC). Perth Convention Centre.

Abstract

This paper is part of a larger long-term study exploring product definitions, consumer motives and social interaction using Australian firearm consumption as the case. Nine years of ethnographic research demonstrates the multi-faceted nature of what is a niche cloistered consumption activity. The findings show that shooters not only love their guns, but appreciate specific aspects of the product; namely, mechanical precision, mechanical potential, martial potential, nostalgic symbolism, recreation and functional utility. Notwithstanding, shooters also value firearms for the opportunity to derive a sense of self, through cathexis, contamination and self-extension.

This document is currently not available here.

 
COinS