Taboo: An Underexplored Concept in Marketing by ProQuest

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Despite the importance of taboos in contemporary societies and their impact on consumption, little research has been conducted in marketing on the concept of taboo. Building upon the literature in anthropology, sociology and psychoanalysis, this paper puts forward five defining characteristics of taboos which shed light on previous research related to taboos in marketing. This article suggests topics for future research based on taboo characteristics that influence consumer behavior and taboo perception, with emphasis on the methodological difficulties and opportunities related to this field of research. [PUBLICATION ABSTRACT]

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									                                                                                Recherche et Applications en Marketing, vol. 25, n° 1/2010




                                                                                                   SYNTHESIS



                   Taboo: An Underexplored Concept in Marketing

                                                      Ouidade Sabri
                                                       Assistant Professor
                                                          IAE de Paris


                                                   Delphine Manceau
                                                          Professor
                                                         ESCP Europe


                                                       Bernard Pras
                                                            Professor
                                       Université Paris-Dauphine (DRM, UMR-CNRS 7088)
                                                      ESSEC Business School



ABSTRACT

    Despite the importance of taboos in contemporary societies and their impact on consumption, little research has been
conducted in marketing on the concept of taboo. Building upon the literature in anthropology, sociology and psychoanalysis, this
paper puts forward five defining characteristics of taboos which shed light on previous research related to taboos in marketing.
This article suggests topics for future research based on taboo characteristics that influence consumer behavior and taboo per-
ception, with emphasis on the methodological difficulties and opportunities related to
								
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