Ephemeral Consumerism: Crossing Territories of the Indian Female Body

Anoop Bhogal-Nair, De Montfort University, UK
Andrew Lindridge, Open University, UK
Few consumer studies focus on movement from rural to urban spheres as an ephemeral phenomenon. Using data gathered from young urban and rural women attending an all-girls college in New Delhi, we illustrate how bodily territoriality is acted out through consumption choices to be used as part of ‘territorial negotiation’.
[ to cite ]:
Anoop Bhogal-Nair and Andrew Lindridge (2017) ,"Ephemeral Consumerism: Crossing Territories of the Indian Female Body", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 394-396.