Constructing the retail investor: performativity and power in the market for investment services

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    Abstract

    This paper examines retail investment as a practice performed by marketing knowledge and highlights the power effects of market devices. Using a qualitative study of retail investors in the United Kingdom, it considers the devices and discourses that structure investment behaviour. It draws attention to parallels between the precepts of the market studies programme and the Foucauldian literature of governance technologies in neo-liberal capitalism. Market devices and heterodox ways of understanding the financial market constitute investors as docile consumers of investment services. Self-discipline and confession are normalising technologies that help investors cope with difficulties and losses in the market.
    Original languageEnglish
    Number of pages27
    Publication statusUnpublished - Jun 2013
    Event38th Annual Macromarketing Conference - Toronto, Canada
    Duration: 4 Jun 20137 Jun 2013

    Conference

    Conference38th Annual Macromarketing Conference
    Country/TerritoryCanada
    CityToronto
    Period4/06/137/06/13

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