Hard-Core Members’ of Consumption-Oriented Subcultures Enactment of Identity: the Sacred Consumption of Two Subcultures

This study investigates how hard-core members of two non-brand focused consumption-oriented subcultures enact their identities. The authors analyzed data collected from prolonged investigations of the North American organized distance running subculture and the Australian Hip Hop culture. Results suggest hard-core members enact their subcultural identities through reverence to sacred objects, times, people, and places. In addition, drawing upon the properties of sacredness outlined by Belk et al (1989), hard-core members experience a sacred-like lifestyle through objectification, commitment, sacrifice, mystery, and ecstasy and flow. These findings imply that sacred subcultural experiences can be enacted in domains traditionally conceptualized as profane.


Tandy D. Chalmers and Damien Arthur (2008) ,"Hard-Core Members’ of Consumption-Oriented Subcultures Enactment of Identity: the Sacred Consumption of Two Subcultures", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 570-575.


Tandy D. Chalmers, University of Arizona, Tucson
Damien Arthur, University of Adelaide, Australia


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More


The Unbearable Smallness of Being: How Feeling Physical Small Influences Decision Delegation

Eunyoung Camilla Song, University of Florida, USA
Yanping Tu, University of Florida, USA
Rima Touré-Tillery, Northwestern University, USA

Read More


Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, 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.