Understanding Consumer Sensory Preferences: an Ethnographic Investigation of Sensory Flamboyance and Subtlety in India

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 W. Belk (2018) ,"Understanding Consumer Sensory Preferences: an Ethnographic Investigation of Sensory Flamboyance and Subtlety in India", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 557-560.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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