Liquid Consumption: How Can We Use It in Consumer Research?

We introduce the concept of liquid consumption, and discuss how it differs from ‘solid’ consumption as well as postmodern consumption. We focus on how liquid consumption can reinvigorate research agendas for a wide variety of consumer behavior constructs such as consumer attachment, brand communities, materialism, and digital consumption.


Fleura Bardhi and Giana Eckhardt (2016) ,"Liquid Consumption: How Can We Use It in Consumer Research?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 715-715.


Fleura Bardhi, City University of London, UK
Giana Eckhardt, Royal Holloway University of London, UK


NA - Advances in Consumer Research Volume 44 | 2016

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