A Theorization of Symbolic-Substitution: Exploring Taboo and the Muslim Female Consumer

Over the past two decades, consumer researchers have taken more interest in the study of symbolic brand meaning (Mick et al. 2004). Much of this research however, is conducted in western consumer cultures. Therefore, attempting to extend knowledge, this preliminary research addresses a particular emerging paradoxical subculture of consumption in Kuwait; young modest Muslim female consumers of western luxury fashion brands. Four semi-structured depth interviews and participant observations were conducted in Kuwait over a two month period. Two major themes emerge; the ‘symbolic-substitution’ of expressing sexuality through western luxury fashion brand consumption and the subsequent interrelations between sexuality and luxury.


Fajer Saleh Al-Mutawa, Richard Rosenbaum-Elliott, and Peter Nuttall (2011) ,"A Theorization of Symbolic-Substitution: Exploring Taboo and the Muslim Female Consumer", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 430-431.


Fajer Saleh Al-Mutawa, University of Bath, UK
Richard Rosenbaum-Elliott, University of Bath, UK
Peter Nuttall, University of Bath, UK


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More


O13. Pain of Loss: How Losing in a Promotional Competition Influences Consumer Attitude

Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School

Read More


M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.