“Consumer Tribes” is a book edit by Bernard Cova, Robert V. Kozinets and Avi Shankar.  The book is a collection of articles drawn together from scholars all over the world on the emerging research field of consumer tribes. According to Prof. Cova, consumer tribes denote consumer who not just consume in a traditional sense of “using”, “destroying” and “depleting” economic goods but who consume things while at the same them changing them.

Consumer tribes in this book are doing far more than consume. They do not consume things without changing them. They cannot consume a good without engaging in a dance with a service provider. Participatory culture is everywhere. Cova further explains the different roles consumer tribes engage in. He distinguishes between tribes as entrepreneurs, tribes as double agents, tribes as plunderers and tribes as activators. The other chapters in the book dive into each of these roles in more detail.

NOTE: If you know any book related to this topic, please share it with me. I'm studying groups and community phenomenon at the moment. CF. Web 2.0 and the community factor.

More about this book...please click here.