The Confluence of Ideologies in Consumption Activities
When consumers engage in activities rooted in other cultures, they bring together disparate ideologies. Through six phenomenological interviews with yoga practitioners, this study examines how consumers negotiate ideological conflicts and why they immerse themselves in these conflicts. The interviews suggest consumers do so to authenticate hedonic pursuits and craft authentic consumption experiences.
Lindsay McShane (2011) ,"The Confluence of Ideologies in Consumption Activities", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Lindsay McShane, Queen's University, Canada
NA - Advances in Consumer Research Volume 38 | 2011
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