Against the Grain: a Study of Social Identity Reconstruction in Online 'Gluten-Free Living' Communities

Ana Babic, HEC Paris, France
Kristine de Valck, HEC Paris, France
Tina Lowrey, HEC Paris, France
This research investigates the social identity of consumers who deviate from the norm. By means of a netnography, we analyze consumer narratives and discussions across different platforms arising from consumption practices associated with the gluten-free lifestyle. We find that consumers spotlight their deviance to signal expertise and recategorize in-group membership.
[ to cite ]:
Ana Babic, Kristine de Valck, and Tina Lowrey (2014) ,"Against the Grain: a Study of Social Identity Reconstruction in Online 'Gluten-Free Living' Communities", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 771-771.