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On emotions and salsa: some thoughts on dancing to rethink consumers

Hewer, P.A. and Hamilton, K.L. (2010) On emotions and salsa: some thoughts on dancing to rethink consumers. Journal of Consumer Behaviour, 9 (2). pp. 113-125. ISSN 1472-0817

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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]).

Item type: Article
ID code: 15929
Keywords: consumer behaviour, marketing, dance, salsa, dance forms, Marketing. Distribution of products, Social Psychology, Applied Psychology
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Depositing user: Mrs Jan Whiteford
Date Deposited: 10 Mar 2010 10:13
Last modified: 23 Jul 2015 19:57
Related URLs:
URI: http://strathprints.strath.ac.uk/id/eprint/15929

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