The Aestheticization of Past-Themed Consumption

This article explores the aestheticization of the past in two different consumption contexts; retro-themed design and Viking role-play. Using qualitative empirical material, we elucidate the processes involved in the aestheticized collective valorization of the past. Our findings and analysis reveal three processes i) differentiation, ii) interrelation, and iii) integration.


Ileyha Dagalp, Katja H. Brunk, and Benjamin Julien Hartmann (2020) ,"The Aestheticization of Past-Themed Consumption", 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: 509-511.


Ileyha Dagalp, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Benjamin Julien Hartmann, University of Gothenburg


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More


My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving

John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA

Read More


Doing Good by Buying from a Peer: When and Why Consumers Prefer Peer Economy Purchases

John P. Costello, Ohio State University, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.