Hard-core members’ of consumption-oriented subcultures enactment of identity: the sacred consumption of two subcultures
Date
2008
Authors
Chalmers, T.
Arthur, D.
Editors
Lee, A.
Soman, D.
Soman, D.
Advisors
Journal Title
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Volume Title
Type:
Conference paper
Citation
Advances in Consumer Research Volume 35 / Angela Y. Lee and Dilip Soman (eds.): pp. 570-575
Statement of Responsibility
Tandy D. Chalmers, Damien Arthur
Conference Name
ACRO07 Memphis (25 Oct 2007 : Memphis, USA)
Abstract
This study investigates how hard-core members of two non-brand focused consumption-oriented subcultures enact their identities. The authors analyzed data collected from prolonged investigations of the North American organized distance running subculture and the Australian Hip Hop culture. Results suggest hard-core members enact their subcultural identities through reverence to sacred objects, times, people, and places. In addition, drawing upon the properties of sacredness outlined by Belk et al (1989), hard-core members experience a sacred-like lifestyle through objectification, commitment, sacrifice, mystery, and ecstasy and flow. These findings imply that sacred subcultural experiences can be enacted in domains traditionally conceptualized as profane.
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© Association for Consumer Research.