Socialization of the Black Female Consumer: Power and Discourses in Hair-Related Consumption

Ana Raquel Rocha, Federal University of Rio de Janeiro (COPPEAD), Brazil
Catia Schott, Federal University of Rio de Janeiro (COPPEAD), Brazil
Letícia Casotti, Federal University of Rio de Janeiro (COPPEAD), Brazil
This research focuses on the socialization process of black women consumers in relation to their haircare practices, reflecting what they have learned about their race and the social stigma and how they deal with it. Such process is distinguished by displays of power and discourses within the consumer’s social network.
[ to cite ]:
Ana Raquel Rocha, Catia Schott, and Letícia Casotti (2016) ,"Socialization of the Black Female Consumer: Power and Discourses in Hair-Related Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 333-337.