When Consensus Is Lost: Mobilizing Capital to Establish Consumer Legitimacy
When cultural categories are called into question (e.g., what is masculine or feminine?), social consensus around evaluating legitimacies is lost. Depth interviews with 30 same-sex couples and ethnographic observation in the wedding context reveals how consumers mobilize capital in efforts to manage a lack of consensus in the marketplace.
Sunaina Velagaleti and Amber Epp (2019) ,"When Consensus Is Lost: Mobilizing Capital to Establish Consumer Legitimacy", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 62-67.
Sunaina Velagaleti, Ignite360
Amber Epp, University of Wisconsin - Madison, USA
NA - Advances in Consumer Research Volume 47 | 2019
E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement
Marija Banovic, Aarhus University
Athanasios Krystallis, Athens University of Economics and Business, Greece
So-Bad-It’s-Good: When Consumers Prefer Bad Options
Evan Weingarten, University of California San Diego, USA
Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Patti Williams, University of Pennsylvania, USA
How the Voice Persuades
Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA