Year: 2010
Type: article
Abstract: Dance forms are a big business, highly marketable commoditized cultural universes, with a plethora of markets constructed around their spirit, vitality and possibilities. In this paper, we explore one particular dance form, that of Salsa, arguing that as consumer researchers we look for a more vibrant vocabulary and mindset with which to capture the experiential and transcendental nature of such social associations. We demonstrate that the metaphor of dancing is useful to revitalize our notions of consumer actions; taking them out of the grey mundane of calculative and rational action into the possibilities of emotional economies constructed around the effervescence and vitality of the social (cf. Maffesoli, 1996 ). Copyright © 2010 John Wiley & Sons, Ltd.
Source: Journal of Consumer Behaviour
DOI: 10.1002/cb.308
Authors: Paul Hewer, Kathy Hamilton
Institution: University of Strathclyde
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2109930293