Are Brothels Markets? Situating Consumer Research at the Nexus of the Essential, the Embarrassing and the Exception: A Viewpoint from Sociological Traditions

This essay critiques the trend in consumer research that deliberately excludes subjects considered exceptional. Drawing from multiple traditions in sociological literature, we analyse the interaction of factors that create persistent paradoxes in social imaginaries - paradoxes that have also impacte...

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Bibliographic Details
Published in:Management and labour studies 2024-11
Main Author: Chaudhuri, Himadri Roy
Format: Article
Language:English
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Summary:This essay critiques the trend in consumer research that deliberately excludes subjects considered exceptional. Drawing from multiple traditions in sociological literature, we analyse the interaction of factors that create persistent paradoxes in social imaginaries - paradoxes that have also impacted the academic community. While the majority of scholarly publications tend to take a reductionist view of consumer concerns, the vulnerabilities faced by queer groups and sex workers are largely ignored, with sex workers being pushed to the absolute margins. The relentless pursuit of tokenism, quantified by novel contributions or citations, has further marginalized invisible narratives of hope and resilience. The article advocates for a more inclusive approach in the development of new areas of consumer research, particularly in the domains of macro marketing, public policy, and transformational consumer research.
ISSN:0258-042X
2321-0710
DOI:10.1177/0258042X241298038