Clean and Dirty: Playing With Boundaries of Consumer’S Safe Havens

Guliz Ger, Bilkent University
Baskn Yenicioglu, Bilkent University
ABSTRACT - The marketplace, with its continuously increasing symbolic nature and infinitely many alternative consumption choices, poses a disorderly and threatening environment for consumers. This conceptual paper discusses the ways in which consumers magically create, eliminate, or shift many boundaries surrounding them through rituals and practices related with cleanliness in order to construct a safe 'home’ in an otherwise threatening environment.
[ to cite ]:
Guliz Ger and Baskn Yenicioglu (2004) ,"Clean and Dirty: Playing With Boundaries of Consumer’S Safe Havens", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 462-467.