Nathan B. Warren
Associate Professor of Marketing
BI Norwegian Business school
research goals
1
Understand how customers and cultures adapt as digital technology becomes more pervasive
2
Empower managers and consumers who are struggling to adapt to changing norms.
CONSUMER CULTURE
I spend most of my free time kayaking, skiing, biking, and climbing in the woods. My research examines tensions between social norms and the potential escape provided by wilderness consumption. For example, my research examines the usefulness of dirt and the unexpected joy of technological failure.
DIGITAL TIPPING
Firm Strategies and Customer Responses to Digital tipping
GENDER & STATUS
How effort shapes status
What happens when people try to earn status?
This paper finds that effort can increase or decrease status, depending on the status-linked goal they are trying to achieve. People who try to become wealthy are higher status than effortlessly wealthy people. People who try to be cool are lower status than effortlessly cool people.
PUBLISHED ARTICLE
"Trying too hard or not hard enough: How effort shapes status"
- Warren & Warren, 2024
CONSUMER CULTURE
CONSUMER DIRTWORK
Consumer Dirtwork: How “Dirtbag” Consumers Use Dirt As A Resource To Sustain Extraordinary Consumption
This working paper proposes the usefulness and unintended sustainability of "dirty" materials and behaviors. It looks at how self-described "dirtbags" use dirt to build lives around the singular pursuit of climbing, skiing, and whitewater kayaking.
- Warren & Price