Subtly Disfavored Consumption and Its Impact on Consumer Identity

This study examines young adult identity in relation to their fast food consumption to understand how such consumption is part of their identity transitions. Using an interpretive study this research studies fast food’s cultural factors and the way they let us better understand “subtle disfavor” as an underexplored hedonic response.


Lauren Louie (2015) ,"Subtly Disfavored Consumption and Its Impact on Consumer Identity ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 797-797.


Lauren Louie, University of California Irvine, USA


NA - Advances in Consumer Research Volume 43 | 2015

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