Against the Grain: a Study of Social Identity Reconstruction in Online 'Gluten-Free Living' Communities

This research investigates the social identity of consumers who deviate from the norm. By means of a netnography, we analyze consumer narratives and discussions across different platforms arising from consumption practices associated with the gluten-free lifestyle. We find that consumers spotlight their deviance to signal expertise and recategorize in-group membership.


Ana Babic, Kristine de Valck, and Tina Lowrey (2014) ,"Against the Grain: a Study of Social Identity Reconstruction in Online 'Gluten-Free Living' Communities", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 771-771.


Ana Babic, HEC Paris, France
Kristine de Valck, HEC Paris, France
Tina Lowrey, HEC Paris, France


NA - Advances in Consumer Research Volume 42 | 2014

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