Embracing and Rejecting “Sparking Joy”—Understanding Japanese Consumer Responses to Marie Kondo’S Original Book

By examining responses to Marie Kondo’s original book, consumer reactions to a taste regime counter to mainstream consumerism are explored. Those who embraced and rejected her message were analyzed using text mining. Some internalized new meanings surrounding consumption, while others rejected her legitimacy as an influencer of taste.


Sumire Stanislawski, Shuji Ohira, and Kosuke Mizukoshi (2020) ,"Embracing and Rejecting “Sparking Joy”—Understanding Japanese Consumer Responses to Marie Kondo’S Original Book", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1221-1221.


Sumire Stanislawski, Tokyo International University
Shuji Ohira, Chiba University of Commerce
Kosuke Mizukoshi, Tokyo Metropolitan University


NA - Advances in Consumer Research Volume 48 | 2020

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