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.
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.
Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland
NA - Advances in Consumer Research Volume 46 | 2018
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