John Schouten

My research, using mostly ethnographic methods in the consumer culture tradition, has focused primarily on issues of consumer self and identity; on consumption collectives such as subcultures and brand communities; on the nature, emergence and dynamics of markets; and on the roles of marketing in bringing about a more environmentally sustainable and socially just society.
I am also a poet and a novelist. My poetry appears in a wide range of journals. My first novel, Notes from the Lightning God, was published in 2009 by Bewrite Books. My second novel, Monday Monday, is forthcoming by the same press.

BACKGROUND

I have taught previously at Iowa State University, University of Utah and University of Portland. I co-founded the company Moonstruck Chocolates in Portland, Oregon (USA), and I am co-founder and chief creative officer of Ethos Market Research LLC. Prior to my work in academia I worked as a machinist, a mental health worker, an optician, a roofer and a ski instructor in addition to a host of other jobs that merit even less mention than these.

CURRICULUM VITAE

BOOKS AUTHORED AND EDITED

Sustainable Marketing, Diane M. Martin and John W. Schouten, New York: Pearson Prentice Hall, 2012.

Canaries Coalmines Thunderstones: A Poetic Annual, Wijland, Roel, John F. Sherry Jr., and John W. Schouten, eds., St. Bathans, New Zealand: University of St. Bathans Press, 2010.

Notes from the Lightning God, John W. Schouten, Lancashire, UK: BeWrite Books, 2009.

Research in Consumer Behavior, Vol. 9, Belk, Russell W., Janeen Costa and John W. Schouten, eds., JAI Press: Stamford, CT, 2000.

TOP-TIER JOURNAL ARTICLES

Schouten, John W., James H. McAlexander, and Harold F. Koenig (2007), ?Transcendent Customer Experience and Brand Community,? Journal of the Academy of Marketing Science, 35, 3 (Fall) 357-368.

Sherry, John F. Jr., and John W. Schouten (2002), ?A Role for Poetry in Consumer Research,? Journal of Consumer Research, Vol. 29, No. 2 (September), 218-234.

McAlexander, James H., John W. Schouten and Harold J. Koenig (2002), ?Building Brand Community,? Journal of Marketing, Vol. 66 (January), 38-54.

Schouten, John W. and James H. McAlexander (1995), ?Subcultures of Consumption: An Ethnography of the New Bikers,? Journal of Consumer Research, Vol. 22 (June), 43-61.

Schouten, John W. (1991), ?Selves in Transition: Symbolic Consumption in Personal Rites of Passage and Identity Reconstruction,? Journal of Consumer Research, 17 (March), 412-426.

OTHER PUBLICATIONS (Journals and Proceedings)

Schouten, John W. (2009), ?A Study in Loss,? Consumption, Markets & Culture, Vol. 12, No. 4, 389-392.

Schouten, John W. (2007). ?Poems: Pictures at a Market & I Dream of Lima,? Consumption, Markets & Culture, Vol. 10, No. 4. 481?483.

Martin, Diane M., John W. Schouten and Debra Stephens (2006), ?American Artemis at the Wheel: Motherhood and Identity Conflict in Automobile Consumption,? in L. Stevens and J. Borgerson (Eds.) Gender, Marketing and Consumer Behavior Proceedings of the Eighth Conference, Coleraine: University of Ulster, 255-267.

McAlexander, James H., Harold F. Koenig, and John W. Schouten (2006), ?Building the Relationships of Brand Community in Higher Education: A Strategic Framework for University Advancement? International Journal of Educational Advancement.

Martin, Diane M., John W. Schouten and James H. McAlexander (2006), ?Claiming the Throttle: Multiple Feminities in a Hyper-Masculine Subculture,? Consumption, Markets and Culture, 9 (3), 171-205.

McAlexander, James H., Harold F. Koenig and John W. Schouten (2004), ?Building a University Brand Community: The Long-Term Impact of Shared Experiences,? Journal of Marketing for Higher Education, Vol. 14, No. 2 (November), 61-79.

Schouten, John W. (2004), ?Backfill: A Review of the Handbook of Ethnography,? Journal of Contemporary Ethnography, Vol. 33, No. 4 (August), 494-496.

Schouten, John W. (2003), ?Consumption and Production in Two Oaxacan Communities,? Consumption Markets and Culture, Vol. 6, No. 2, 145-152.

Martin, Diane M. & John W. Schouten (2002), ?The Communicative Construction of Car Talk,? in the Proceedings of the NCA Organizational Communication Division Pre-Convention Conference at the annual meeting of the National Communication Association, New Orleans.

McAlexander, James H., Katsutoshi Fushimi, and John W. Schouten (2000), ?A Cross-Cultural Examination of a Subculture of Consumption: Judo in Japan and the United States,? Research in Consumer Behavior, Vol. 9, Eds. R. W. Belk, J. A. Costa and J. W. Schouten, JAI Press: Stamford, CT, 47-70.

Fournier, Susan, James McAlexander, and John Schouten (2000), "Building Brand Community on the Harley-Davidson Posse Ride," Harvard Business School Multimedia Case N9-501-009 (2000). Also available as HBS Paper Case 9-501-015 (2000) [36] and Harvard Business School Video N9-501-801.

Schouten, John W. (1999), ?When a Rose Is Eros: A Demianagramatical Study of Brand Names,? Consumption Markets and Culture, Vol. 2 (4), 449-455.

McAlexander, James H. and John W. Schouten (1995), ?Identifying Values in a Subculture of Consumption,? Proceedings: Society for Consumer Psychology Conference, La Jolla, CA, 1995.

Fajer, Mary T. and John W. Schouten (1995), ?Breakdown and Dissolution of Person-Brand Relationships,? Advances in Consumer Research, Vol. 22, Provo, UT: Association for Consumer Research, 663-667.

Schouten, John W. (1995), ?Paradise Lost: A Literary-Religious History of Advertising,? Journal of Advertising, Vol. 24, No. 1, p. 89.

Schouten, John W. and James H. McAlexander (1993), ?Market Impact of a Consumption Subculture: The Harley-Davidson Mystique,? ed. Bamossy, Gary J. and W. Fred van Raaij, European Advances in Consumer Research, Provo, UT: Association for Consumer Research, 389-393.

McAlexander, James H., John W. Schouten, and Scott D. Roberts (1993), ?Consumer Behavior and Divorce,? Research in Consumer Behavior, Vol. 6, ed. Janeen Arnold Costa and Russell W. Belk, Greenwich, Connecticut: JAI Press, 153-185.

McAlexander, James H., John W. Schouten, and Scott D. Roberts (1992), ?Consumer Behavior in Strategies for Coping with Divorce,? in Advances in Consumer Research, Vol. 19, 555-6.

Schouten, John W. (1991), ?Personal Rites of Passage and the Reconstruction of Self,? in Advances in Consumer Research, Vol. 18, 49-51.

McAlexander, James H., John W. Schouten, and Debra L. Scammon (1991), ?Positioning Professional Services: Segmenting the Financial Services Market,? Journal of Professional Services Marketing, 7 (Winter) 149-166.

Schouten, John W. and James H. McAlexander (1989) ?Positioning Services for Competitive Advantage: The Case of Duds N Suds,? Journal of Services Marketing, 3 (Spring), 69-75. Reprinted in Annual Editions: Marketing 90/91, John E. Richardson, Ed., Guilford, Conn: Dushkin, 60-65.

McAlexander, James H. and John W. Schouten (1989), ?Hairstyle Changes as Transition Markers,? Sociology and Social Research, Vol. 74, No.1, 58-62.

Roberts, Scott D., Debra L. Scammon, and John W. Schouten (1987), ?The Fortunate Few: Production as Consumption,? in Advances in Consumer Research, Vol. 15, 430-435.

OTHER PUBLICATIONS (Book Chapters)

Schouten, John W. and Diane M. Martin (2011) ?Communities of Purpose? in Karin M. Ekström and Kay Glans (Eds.), Changing Consumer Roles - An Anthology, London: Routledge. (pp. 125-136).

Martin, Diane M. and John W. Schouten (2010) ?Green Retailing?, Green Business: An A-to-Z Guide. eReference, Green Series, Paul Robbins, Nevin Cohen, and J. Geoffrey Golson (Eds.), Sage.

Martin, Diane M. and John W. Schouten (2010) ?Stewardship?, Green Business: An A-to-Z Guide. eReference, Green Series, Paul Robbins, Nevin Cohen, and J. Geoffrey Golson (Eds.), Sage.

Martin, Diane M. and John W. Schouten (2010) ?Sustainable Design?, Green Business: An A-to-Z Guide. eReference, Green Series, Paul Robbins, Nevin Cohen, and J. Geoffrey Golson (Eds.), Sage.

Schouten, John W. and Diane M. Martin (2010) ?Reverse Logistics?, Green Business: An A-to-Z Guide. eReference, Green Series, Paul Robbins, Nevin Cohen, and J. Geoffrey Golson (Eds.), Sage.

Schouten, John W. and Diane M. Martin (2010) ?Service Design?, Green Business: An A-to-Z Guide. eReference, Green Series, Paul Robbins, Nevin Cohen, and J. Geoffrey Golson (Eds.), Sage.

Schouten, John W. and Diane M. Martin (2010) ?Social Marketing?, Green Business: An A-to-Z Guide. eReference, Green Series, Paul Robbins, Nevin Cohen, and J. Geoffrey Golson (Eds.), Sage.

Martin, Diane M. and John W. Schouten (2009) ?Engineering a Mainstream Market for Sustainability: Insights from Wal-Mart?s Perfect Storm,? in John F. Sherry, Jr., and Eileen Fisher (Eds.) Explorations in Consumer Culture Theory, London:Routledge, (pp.150-167).

Schouten, John W. (2009), ?Living Things: Four Poems,? in Explorations in Consumer Culture Theory, John F. Sherry Jr. & Eileen Fischer, eds. Routledge, 211-212, 2009.

Schouten, John W. (2009), ?Small Things: Four Poems,? in Explorations in Consumer Culture Theory, John F. Sherry Jr. & Eileen Fischer, eds., Routledge, 213-214.

Schouten, John W., Diane M. Martin and James H. McAlexander (2007), ?The Evolution of a Subculture of Consumption,? in Consumer Tribes: Theory, Practice, and Prospects, Bernard Cova, Robert V. Kozinets, and Avi Shankar eds., London: Elsevier/Betterworth-Heinemann, 67-75.

Diane M. Martin, John W. Schouten and James H. McAlexander (2006), ?Reporting ethnographic research: bringing segments to life through movie making and metaphor,? in Handbook of Qualitative Research Methods in Marketing, ed. Russell W. Belk, Northampton, MA: Edward Elgar, 361-370.

McAlexander, James H. and John W. Schouten (1998), ?Brandfests: Servicescapes for the Cultivation of Brand Equity,? in Servicescapes: The Concept of Place in Contemporary Markets, ed. John F. Sherry, Jr., Lincolnwood, IL: NTC/AMA, 377-401.

OTHER PUBLICATIONS (Poetry)

Schouten, John W. (2010), ?Between Gravity and the Thickness of Air,? Wijland, Roel, John F. Sherry Jr., and John W. Schouten, eds. Canaries Coalmines Thunderstones: A Poetic Annual. St. Bathans, New Zealand: University of St. Bathans Press, 32-33.

Schouten, John W. (2010), ?Transfiguration,? Wijland, Roel, John F. Sherry Jr., and John W. Schouten, eds. Canaries Coalmines Thunderstones: A Poetic Annual. St. Bathans, New Zealand: University of St. Bathans Press, 34.

Schouten, John W. (2010), ?The Problem with E-mail,? Wijland, Roel, John F. Sherry Jr., and John W. Schouten, eds. Canaries Coalmines Thunderstones: A Poetic Annual. St. Bathans, New Zealand: University of St. Bathans Press, 35.

Schouten, John W. (2010), ?Love Poem,? Wijland, Roel, John F. Sherry Jr., and John W. Schouten, eds. Canaries Coalmines Thunderstones: A Poetic Annual. St. Bathans, New Zealand: University of St. Bathans Press, 36.

Schouten, John W. (2010), ?A Poem Writes Itself,? Wijland, Roel, John F. Sherry Jr., and John W. Schouten, eds. Canaries Coalmines Thunderstones: A Poetic Annual. St. Bathans, New Zealand: University of St. Bathans Press, 37.

Schouten, John W. (2005), ?Observations at my Own Funeral,? Advances in Consumer Research, Vol. 32, p. 9.

Schouten, John W. (2001), ?Road Kills,? Verseweavers: The Oregon State Poetry Association Anthology of Prize-Winning Poems, Vol. 5 (Summer), 6.

Schouten, John W. (1999), ?Corvus Caurinus,? Snakeskin: A Poetry Webzine, ed. George Simmers, Issue 47, October. http:\homepages.mildram.co.uk/~simmers/second.htm

Schouten, John W. (1999), ?Shadow Thief,? Snakeskin: A Poetry Webzine, ed. George Simmers, Issue 47, October. http:\homepages.mildram.co.uk/~simmers/second.htm

Schouten, John W. (1998), ?Diana Reflects,? Homecoming: Fishtrap Anthology Seven, Enterprise, OR: Fishtrap Inc., 18.

Schouten, John W. (1998), ?Icarus,? Homecoming: Fishtrap Anthology Seven, Enterprise, OR: Fishtrap Inc., 74-75.

Schouten, John W. (1998), ?What Julie Calls Home,? Homecoming: Fishtrap Anthology Seven, Enterprise, OR: Fishtrap Inc., 88-89.

Schouten, John W. (1994), ?The First Sign of the Apocalypse,? Portland, Vol. 13, No. 4 (Winter), 7.

Schouten, John W. (1993), "Sixty-five Type One Convertible," International Journal of Research in Marketing, Vol. 10, No. 3 (Aug), p. 339.

Schouten, John W. (1993), ?Recommended Daily Allowance,? Journal of Advertising, Vol. 22, No. 1, p. 24.

Schouten, John W. (1991), ?Life Among the Winnebago? Highways and Buyways: Naturalistic Research From the Consumer Behavior Odyssey, ed. Russell W. Belk, Provo, UT: Association for Consumer Research, p. 13.

Schouten, John W. (1991), ?Sorting,? Highways and Buyways: Naturalistic Research From the Consumer Behavior Odyssey, ed. Russell W. Belk, Provo, UT: Association for Consumer Research, pp. 112-113.

Schouten, John W. (1990), ?Transplanting Season,? Korea Journal, Vol. 30, No. 11, p. 95.

Schouten, John W. (1990), ?Drum Song,? Korea Journal, Vol. 30, No. 11, p. 95.

Schouten, John W. (1987), ?Early Morning in Mapleton,? Sunstone, Vol. 11, No. 5, reprinted in Harvest: Contemporary Mormon Poems, ed. E. England and D. Clark, Salt Lake City: Signature, 1989, p. 228.

Schouten, John W. (1985), ?Night Walk,? Sunstone, Vol. 10, No. 4, reprinted in Harvest: Contemporary Mormon Poems, ed. E. England and D. Clark, Salt Lake City: Signature, 1989, p. 227.

Schouten, John W. (1985), ?My Father,? Sunstone, Vol. 10, No. 6.

Schouten, John W. (1983), ?Rain Coming,? Inscape, Vol. 2, No. 2, reprinted in Harvest: Contemporary Mormon Poems, ed. E. England and D. Clark, Salt Lake City: Signature, 1989, p. 226.