Marketplace myths are commonly conceptualized as cultural resources that attract consumers to a consumption activity or brand. This theoretical orientation is prone to overstating the extent to which consumers' identity investments in a field of consumption are motivated by an associated...

Place attachment is one’s strong emotional bond with a specific location. While there are numerous studies on the topic, the literature pays little attention to commercial settings. This is because they are seen as too insipid to rouse attachment. Consumer research, however, suggests...

Taste has been conceptualized as a boundary-making mechanism, yet there is limited theory on how it enters into daily practice. In this article, the authors develop a practice-based framework of taste through qualitative and quantitative analysis of a popular home design blog, interviews with...