Games people play with brands: An application of transactional analysis to marketplace relationships

Authors: Molesworth, M., Grigore, G. and Jenkins, R.

http://eprints.bournemouth.ac.uk/25602/

http://journals.sagepub.com/doi/full/10.1177/1470593117706530

Journal: Marketing Theory

Relationships have been normalised in marketing theory as mutuality beneficial, long-term dyads. This obscures their emotional content, ignores critical conceptualisations of corporate exploitation, and fails to capture the range of possible marketplace relationship forms. In this paper we offer Berne’s (1964) Transactional Analysis (TA) as a way to uncover the biographical psychology that informs marketplace relationship structures and their accompanying emotions, and to provide a critique of such arrangements. We first explain TA, its origins, its relationship with psychoanalysis, its limitations, and contemporary extensions beyond therapy. We then present the structural basis of marketplace relationships from a TA perspective, before illustrating how TA Game Analysis can be applied through an analysis of the iPhone and related mobile phone contracts, and the Games If I didn’t Love Apple and Smallprint. Finally we discuss the implications of such an approach for transforming market practices based on recognition of Marketplace Games and their modification.

This data was imported from Scopus:

Authors: Molesworth, M., Grigore, G.F. and Jenkins, R.

http://eprints.bournemouth.ac.uk/25602/

Journal: Marketing Theory

Volume: 18

Issue: 1

Pages: 121-146

eISSN: 1741-301X

ISSN: 1470-5931

DOI: 10.1177/1470593117706530

© 2017, © The Author(s) 2017. Relationships have been normalized in marketing theory as mutually beneficial, long-term dyads. This obscures their emotional content, ignores critical conceptualizations of corporate exploitation and fails to capture the range of possible marketplace relationship forms, including those that may result from individuals’ biographical psychology and that lead to repeated dysfunctional exchanges. In this article, we offer Berne’s (1964) transactional analysis (TA) as a way to uncover the biographical psychology that informs marketplace relationship structures and their accompanying emotions and to provide a critique of such arrangements. We first explain TA, its origins, its relationship with psychoanalysis, its limitations and contemporary extensions beyond therapy. We then present the structural basis of marketplace relationships from a TA perspective, before illustrating how a game in TA can be applied through an analysis of the iPhone and related mobile phone contracts and the Games If I didn’t Love Apple and Smallprint. Finally, we discuss the implications of such an approach for transforming market practices based on recognition of marketplace Games and their modification.

This data was imported from Web of Science (Lite):

Authors: Molesworth, M., Grigore, G.F. and Jenkins, R.

http://eprints.bournemouth.ac.uk/25602/

Journal: MARKETING THEORY

Volume: 18

Issue: 1

Pages: 121-146

eISSN: 1741-301X

ISSN: 1470-5931

DOI: 10.1177/1470593117706530

The data on this page was last updated at 05:16 on April 3, 2020.