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

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.

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