Consuming $30-A-Pound Cheese: the Role of the Retail Cheesemonger As Cicerone

To get artisan cheese from producer to consumer requires a uniquely different channel than for most agricultural products, with a cheesemonger playing a central role. Artisan cheese making, distribution and sale in the northeastern United States are both sufficiently established and rich in regional variation to support examining the cheesemonger/cheese consumer interaction. Through traditional qualitative methods of observation, interview, and immersion, we identify and document the important rituals that accompany the cheese buying process. We explain the pivotal roles of narrative and story and of store atmospherics and staging to the process of making meaning in the cheesemaker to cheesemonger to cheese consumer channel.


Scott D. Roberts, W. Brett McKenzie, and Kathleen Shirley Micken (2008) ,"Consuming $30-A-Pound Cheese: the Role of the Retail Cheesemonger As Cicerone", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 304-310.


Scott D. Roberts, St. Edward's University
W. Brett McKenzie, Roger Williams University
Kathleen Shirley Micken, Roger Williams University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending

Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia

Read More


R12. Brand Primes Can Satiate (Important) Consumer Goals

Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada

Read More


M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation

Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited

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.