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

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