Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Mobilizing Merleau-Ponty’s phenomenology of embodiment, we study lactose intolerant consumers to understand how consumption, embodiment and identity work are connected. Lactose intolerance solicits identity work at three inter-connected levels of embodiment. Consumers respond with three categories of embodiment-oriented identity work. Our research demonstrates the fruitfulness of an embodiment-oriented research program.



Citation:

Kushagra Bhatnagar, Jack Tillotson, and Sammy Toyoki (2018) ,"Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 121-126.

Authors

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Attribution of Authenticity: The Benefits of Self-Disclosure of Unfavorable Information

Li Jiang, Carnegie Mellon University, USA
Maryam Kouchaki, Northeastern University, USA
Francesca Gino, Harvard Business School, USA

Read More

Featured

E5. Volunteer Motivations for Direct versus Indirect Service

Abigail Schneider, Regis University
Eric Hamerman, Iona College

Read More

Featured

Self-Producer`s Journey: Identity Construction and Transformation in Self-Production

S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey

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.