50 Shades of Grey: Ancestral Consumption and Conceptual Compromise

Ancestral consumption is the intentional engagement in behaviors approximating the ideal or authentic self. Modern modes of consumption are rejected in favor of more naturalistic behaviors, such as barefoot running, caveman diets, and home-birthing. Inherent in ancestral consumption are conceptual compromises, which involve trade-offs between the authentic and the attainable.


Caroline Graham Austin and Justin W. Angle (2014) ,"50 Shades of Grey: Ancestral Consumption and Conceptual Compromise", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 240-244.


Caroline Graham Austin, Montana State University, USA
Justin W. Angle, University of Montana, USA


NA - Advances in Consumer Research Volume 42 | 2014

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