Written in the Sand: Tracing Practice Diffusion Across Time and Space

While prior consumer research underscores the importance of practices in shaping market-mediated experiences, little is known about how practices diffuse. This exploration of the dispersion of an indigenous practice, surfing, reveals that practice diffusion occurs through practice codification, transposition, and adaptation.


Melissa Archpru Akaka and Hope Schau (2020) ,"Written in the Sand: Tracing Practice Diffusion Across Time and Space", 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: 1069-1068.


Melissa Archpru Akaka, University of Denver, USA
Hope Schau, University of Arizona, USA


NA - Advances in Consumer Research Volume 48 | 2020

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