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On emotions and salsa: some thoughts on dancing to rethink consumers
Author(s) -
Hewer Paul,
Hamilton Kathy
Publication year - 2010
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.308
Subject(s) - mindset , vitality , dance , action (physics) , aesthetics , experiential learning , metaphor , sociology , connotation , transcendental number , psychology , epistemology , social psychology , art , philosophy , visual arts , linguistics , pedagogy , physics , theology , quantum mechanics
AbstractDance 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.