The Babel of Collective Consumption: Tensions and Heterogeneity in Communities and Subcultures

After recent tumults and pandemic's alienating effects, what the world needs now is community-building to redress collective differences. Collective consumption research offers pragmatic insights for the same. This session highlights possible tensions and heterogeneity in communities and subcultures to understand the mechanics of how we can be united and divided. 


Nitisha Tomar, Amber Epp, Jenna Drenten, Robert Harrison, Nicholas Pendarvis, Adam Slobodzian, and Tandy Thomas (2021) ,"The Babel of Collective Consumption: Tensions and Heterogeneity in Communities and Subcultures", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 671-675.


Nitisha Tomar, University of Wisconsin-Madison
Amber Epp, University of Wisconsin-Madison
Jenna Drenten, Loyola University Chicago
Robert Harrison, Western Michigan University
Nicholas Pendarvis, California State University, Los Angeles
Adam Slobodzian, Queen's University
Tandy Thomas, Queen's University


NA - Advances in Consumer Research Volume 49 | 2021

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