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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

When do people learn more from others’ prosocial behavior? A meta-analysis of prosocial modeling effect

Haesung Annie Jung, University of Texas at Austin, USA
Eunjoo Han, Auckland University of Technology, New Zealand
Eunjin Seo, Texas State University
Marlone Henderson, University of Texas at Austin, USA
Erika Patall, University of Southern California, USA

Read More

Featured

P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More

Featured

Machine Talk: How Conversational Chatbots Promote Brand Intimacy and Influence Consumer Choice

Thomas Hilden, University of Geneva, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Gerald Häubl, University of Alberta, 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.