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

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