Fashion Market Encounters: Towards a Theory of Institutionalized Seduction

Grounded on the dialectical interplay of Italian fashion context, we develop an institutionalized concept of seduction that aims at overcoming existing gaps in consumer research literature. We analyze data of consumers and professionals focusing on the seduction process. We draw attention to the implications of theorizing seduction in marketing contexts.


Søren Askegaard , Deniz Atik, and Stefania Borghini (2013) ,"Fashion Market Encounters: Towards a Theory of Institutionalized Seduction", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 9-12.


Søren Askegaard , University of Southern Denmark, Denmark
Deniz Atik, Izmir University of Economics, Turkey
Stefania Borghini, Università Commerciale “Luigi Bocconi”, Italy


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Can’t Take the Heat? Randomized Field Experiments in Household Electricity Consumption

Praveen Kumar Kopalle, Dartmouth College, USA

Read More


Stigmatization of a Cultural Ritual

Ingeborg Astrid Kleppe, Norwegian School of Economics and Business Administration, Norway
Natalia Maehle, Western Norway University of Applied Sciences
Cele Otnes, University of Illinois at Urbana-Champaign, USA

Read More


Understanding Consumer Sensory Preferences: An Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada

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.