Consumptive Labor: The Increasing Importance of Consumers in the Labor Process

Abstract

In this article I demonstrate that consumers not only consume, but the work-like tasks they perform while consuming constitute an increasingly important part of production. To theoretically explore the labor of consumers, I introduce the term consumptive labor and three ideal types of consumptive laborers: (1) consumer as quasi-employee, (2) consumer as quasi-supervisor, and (3) consumer as quasi-marketer/advertiser. Those espousing a management perspective argue that the use of consumers in the labor process improves customer service. Alternatively, using a labor process perspective, I demonstrate that organizations use consumptive labor to maximize the production of surplus value from paid employees and tighten control over the labor process. Although consumptive labor may yield benefits for consumers and especially business organizations, it also raises cause for concern. When organizations use consumers as quasi-employees, they may reduce the employment of service workers. By using consumers as quasi-supervisors, organizations may reduce supervisory employment and/or increase levels of stress in the work environment. When using consumers as quasi-marketers and advertisers, organizations perpetuate an excessively materialistic culture that values brands, products, and services over the well-being and needs of people.