Home Is Where the Tension Is? Examining the Cultural Complexity of Creating the Space of Home

We mobilize Lefebvre’s spatial triad to analyze how consumers negotiate the creation of space through home renovations. We introduce the role of a market visionary, who helps consumers maintain alignment between an historical understanding of the home, marketers’ representations of home, and the home as a site for self-enactment.


Annetta Grant and Jay M. Handelman (2017) ,"Home Is Where the Tension Is? Examining the Cultural Complexity of Creating the Space of Home", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 135-139.


Annetta Grant, Bucknell University, USA
Jay M. Handelman, Queens University, Canada


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

Read More


Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information

Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany

Read More


K4. Movie Reviews and their Sentiments: Evidence of a Bandwagon Effect in Individualistic Cultures

Subimal Chatterjee, SUNY Binghamton, USA
Ning Fu, SUNY Binghamton, USA
Qi Wang, SUNY Binghamton, USA

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.