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.
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.
Tanuka Ghoshal, Baruch College, USA
Russell W. Belk, York University, Canada
NA - Advances in Consumer Research Volume 46 | 2018
M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior
Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China
Self-Producer`s Journey: Identity Construction and Transformation in Self-Production
S. Sinem Atakan, Ozyegin University, Turkey
Mina Seraj, Ozyegin University, Turkey
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada