Marketplace Mythologies: Senses As Instruments of Powers and Resistances
This qualitative study departs from conversations with women that have challenged social truths regarding menstruation through a change in their consumption practice. We analyzed narratives from interviews and social media posts. Findings reveal a connection between the (de)construction of certain marketplace myths and sensorial aspects when comparing alternative consumption practices.
Citation:
Luiza Cesario Alvim Gomes, Leticia Moreira Casotti, and Catia Silva da Costa Moreira (2019) ,"Marketplace Mythologies: Senses As Instruments of Powers and Resistances", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 390-394.
Authors
Luiza Cesario Alvim Gomes, Federal University of Rio de Janeiro - Brazil
Leticia Moreira Casotti, Federal University of Rio de Janeiro - Brazil
Catia Silva da Costa Moreira, Federal University of Rio de Janeiro - Brazil
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
Changes in Social Values in the United States – 1976-2017: Is a New Age of Tribalism Emerging?
Eda Gurel-Atay, Independent Researcher
Johnny Chen, University of Oregon, USA
Wang Suk Suh, University of Oregon, USA
Lynn R. Kahle, University of Oregon, USA
Featured
E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective
Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University
Featured
How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration
Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada