All That Glitters Is Gold: Toward a Theory of Sensory Flamboyance and Subtlety in Consumption

Sensory flamboyance is proposed to be a currency of cultural capital, used to negotiate community membership. Bigger, gaudier clothing, strong scents, loud music and spicy food are interpreted as part of an empowering strategy employed by a class of people in India largely deprived of social power and economic independence.



Citation:

Tanuka Ghoshal and Russell Belk (2018) ,"All That Glitters Is Gold: Toward a Theory of Sensory Flamboyance and Subtlety in Consumption", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 13-14.

Authors

Tanuka Ghoshal, Baruch College, USA
Russell Belk, York University, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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