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Social Emotions and the Legitimation of the Fertility Technology Market

Mimoun, L. ORCID: 0000-0002-5173-312X, Trujillo-Torres, L. and Sobande, F. (2021). Social Emotions and the Legitimation of the Fertility Technology Market. Journal of Consumer Research, doi: 10.1093/jcr/ucab043

Abstract

Using the sociology of emotions, we investigate the role of social emotions as a legitimating force in the market. In a longitudinal study of the media coverage surrounding U.S. fertility technologies, we find that legitimation involves the establishment of hierarchies among feeling rules, which dictate what social emotions are expressed toward markets, consumers, and technologies. We delineate three mechanisms (polarizing, reifying, and transforming social emotions) that are affected by trigger events such as product innovations and historical developments. These mechanisms work to (re)shape regulatory, normative, and cultural-cognitive legitimacy pillars, influencing the overall cultural attention paid to a market. Consequently, legitimation is ongoing and fragmented as the dominance of feeling rules varies across multiple entities and over time, with negative social emotions and controversies at times aiding this process rather than exclusively hindering it.

Publication Type: Article
Additional Information: © The Author(s) 2021. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited. For commercial re-use, please contact journals.permissions@oup.com. This is a pre-copyedited, author-produced version of an article accepted for publication in Journal of Consumer Research following peer review. The version of record will be available online at https://doi.org/10.1093/jcr/ucab043
Publisher Keywords: emotion, legitimation, feeling rule, assisted reproductive technology, innovation, controversy
Subjects: H Social Sciences > HM Sociology
T Technology
Departments: Bayes Business School > Management
Date available in CRO: 17 Aug 2021 10:19
Date deposited: 17 August 2021
Date of acceptance: 18 June 2021
Date of first online publication: 10 August 2021
URI: https://openaccess.city.ac.uk/id/eprint/26609
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