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

@inproceedings{Hewer2010OnEA,
  title={On emotions and salsa: some thoughts on dancing to rethink consumers.},
  author={Paul Hewer and Kathy Hamilton},
  year={2010}
}
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… CONTINUE READING

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