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.
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.
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
NA - Advances in Consumer Research Volume 47 | 2019
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
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Yuliya Strizhakova, Rutgers University, USA
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