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The Senses in Anthropological and Marketing Research: Investigating a Consumer-Brand Ritual Holistically

Journal of Business Anthropology

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Field Value
 
Title The Senses in Anthropological and Marketing Research: Investigating a Consumer-Brand Ritual Holistically
 
Creator Malefyt, Timothy de Waal
 
Subject Anthropology of the senses; brand; consumer behavior; ritual; sensory marketing
 
Description The study of the senses encompasses a range of approaches from the social sciences and humanities. Anthropology, in particular, turns our attention away from previous considerations of the senses as biologically determined and universally fixed, to more interactive, adaptable and fluid concepts of the senses that are continuously shaped by culture, geography and history. Alternately, business marketers increasingly explore the senses and consumer’s sensory response to brands as a means of eliciting deeper, more personal experiences with products and services. While anthropologists regard the senses as a form of social interaction, marketers seek to maximize consumer-brand relations by targeting specific sensory responses to consumption. This study integrates both views in an ethnographic investigation of a brand ritual. It examines the sensorial dimensions and symbolic associations of a shaving ritual that foster skills and reformulate time, which inform culturally situated notions of self-presentation and identity. This study advances a more holistic sensory approach to brand rituals as a means of enhancing consumer brand relationships and experiential consumption studies.
 
Publisher Copenhagen Business School
 
Contributor —
 
Date 2015-05-21
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
 
Format application/pdf
 
Identifier http://ej.lib.cbs.dk/index.php/jba/article/view/4787
 
Source Journal of Business Anthropology; Vol 4, No 1 (2015); 5-30
2245-4217
 
Language eng
 
Relation http://ej.lib.cbs.dk/index.php/jba/article/view/4787/5214