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

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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]).
Original languageEnglish
Pages (from-to)113-125
Number of pages12
JournalJournal of Consumer Behaviour
Issue number2
Publication statusPublished - Mar 2010


  • consumer behaviour
  • marketing
  • dance
  • salsa
  • dance forms

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