Netflix and Cringe – Consuming Conflict As Transformative Consumer Identity-Work
Using collaborative autoethnography, we explore consumers’ experiences of “cringe” watching through a viewing of Netflix’s Indian Matchmaking. By processing the tensions associated with media’s dualities, such as “past/present” and “sacred/profane,” we argue that media consumption can revolve around conflict that one incites as an act of transformative identity-work
Carly Drake and Anuja Pradhan (2021) ,"Netflix and Cringe – Consuming Conflict As Transformative Consumer Identity-Work", 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: 394-394.
Carly Drake, North Central College
Anuja Pradhan, University of Southern Denmark
NA - Advances in Consumer Research Volume 49 | 2021
How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign
Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA
D12. Future Decisions and Temporal Contiguity Cues: When Absence of Temporal Contiguity Cues Increases Online Reviews’ Persuasiveness.
Francesco Zanibellato, Ca' Foscari University, Venice, Italy
“Slim-As-Luxury” Effect: Product Shape as Input to Luxury Perceptions
Ji Jill Xiong, National University of Singapore, Singapore
Yu Ding, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA