Why Do Consumers Put Their Bodies At Risk? a Reflexive Modernist Analysis of Crossfit’S Marketplace Culture

Based on a two-year long ethnography, we analyze CrossFit’s marketplace culture as a meso-level inflection of reflexive modernization. Our analysis unravels a set of sociocultural motivations for consumers’ embodied risk taking that are ideologically and experientially distinct from those highlighted by the extant existential and neoliberal explanations.



Citation:

Craig Thompson and Anil Isisag (2020) ,"Why Do Consumers Put Their Bodies At Risk? a Reflexive Modernist Analysis of Crossfit’S Marketplace Culture", 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: 1112-1117.

Authors

Craig Thompson, University of Wisconsin - Madison, USA
Anil Isisag, University of Wisconsin - Madison, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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