Process and Meaning in 'Getting a Tattoo’

ABSTRACT - This paper explores the nature of customer interactions and the development of client/provider relationships in the tattoo industry, a rapidly growing service that has seen an increase in demand for its 'products’ over the last two decades and a cultural shift from the deviant to the mainstream. Through the use of a qualitative methodology the identified themes of 'information search’, 'approval’, 'interpersonal skills’, 'trust building and mutual involvement’ 'becoming a collector’ and 'developing a sense of loyalty’ are discussed.


Christina Goulding, John Follett, Michael Saren, and Pauline MacLaren (2004) ,"Process and Meaning in 'Getting a Tattoo’", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 279-284.


Christina Goulding, University of Wolverhampton
John Follett, University of Wolverhampton
Michael Saren, University of Stratchclyde
Pauline MacLaren, De Montfort University


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


Just Let the “New Me” Do It: How Anticipated Temporal Landmarks Cause Procrastination

Minjung Koo, Sungkyunkwan University
Ke Michael Mai, National University of Singapore, Singapore
Hengchen Dai, University of California Los Angeles, USA
Eunyoung Camilla Song, University of Florida, USA

Read More


When Zero Prices Backfire: A Dual-Process Model for Understanding Consumers’ Reactions to Zero Prices

Fengyan Cai, Shanghai Jiao Tong University
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern 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.