Introduction / Russell W. Belk -- Collaborative value co-creation in crowd-sourced online communities : acknowledging and resolving competing commercial and communal orientations / Carol Kelleher, Andrew Whalley, Anu Helkkula -- If you can't stand the heat, get out of the kitchen : foodies resist the cultural authority of the market / Amanda Earley -- Show me the mascot : corralling critters for pedagogic purposes / Stephen Brown -- A typology of consumption communities / Robin Canniford -- Food, love and meta-practices : a study of everyday dinner consumption among single mothers / Susanna Molander -- We dream as we live : consuming / Anu Valtonen -- Buying the girlfriend experience : an exploration of the consumption experiences of male customers of escorts / Aimee Dinnin Huff -- The cultural role of stigmatized youth groups : the case of the Partille Johnnys of Sweden / Emma Lindblad, Jacob Ostberg -- Love and videogames : negotiating relationships with cultural ideals and consumer practices / Mike Molesworth, Rebecca Jenkins, Sue Eccles -- Skating dialectics and flipping genealogy / Soonkwan Hong -- Staring : how Facebook facilitates the breaking of social norms / Ekant Veer -- The modern woman myth as a means of cosmopolitan cultural capital accumulation : a gendered acculturation perspective / Zuzana Chytkova, Dannie Kjeldgaard -- The nouveaux pauvres of liquid modernity / Sofia Ulver-Sneistrup, Jacob Ostberg -- Realistically fake : self-reflexive consciousness, ironic (dis)engagement with hybrid reality television, and their impact on consumption / Vanisha Narsey, Cristel A. Russell.