Socialization of the Black Female Consumer: Power and Discourses in Hair-Related Consumption

This research focuses on the socialization process of black women consumers in relation to their haircare practices, reflecting what they have learned about their race and the social stigma and how they deal with it. Such process is distinguished by displays of power and discourses within the consumer’s social network.



Citation:

Ana Raquel Rocha, Catia Schott, and Letícia Casotti (2016) ,"Socialization of the Black Female Consumer: Power and Discourses in Hair-Related Consumption", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 333-337.

Authors

Ana Raquel Rocha, Federal University of Rio de Janeiro (COPPEAD), Brazil
Catia Schott, Federal University of Rio de Janeiro (COPPEAD), Brazil
Letícia Casotti, Federal University of Rio de Janeiro (COPPEAD), Brazil



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More

Featured

How Mortality Salience Shapes Consumers’ Responses to Brands

Polina Landgraf, IE Business School, IE University
Antonios Stamatogiannakis, IE Business School, IE University
Haiyang Yang, Johns Hopkins University

Read More

Featured

Consumer Attachment Styles and Preference for Sharing Products

Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU

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.