From flesh to food: exploring consumers’ fluctuations in hysteresis

Steadman, Chloe ORCID: https://orcid.org/0000-0003-1132-3502, Medway, Dominic ORCID: https://orcid.org/0000-0002-6102-1716, de Jong, Anna and Varley, Peter (2023) From flesh to food: exploring consumers’ fluctuations in hysteresis. Marketing Theory, 23 (3). pp. 489-508. ISSN 1470-5931

Preview

Published Version Available under License Creative Commons Attribution Non-commercial. Download (1MB) | Preview

Abstract

Bourdieu’s interrelated concepts of habitus and field have been deployed to theorise the unreflexive consumption practices characterising much of consumers’ everyday lives. Less is known, however, about the disruptive experience when habitus and field suddenly misalign- which Bourdieu terms ‘hysteresis’. We address this lacuna by studying smalahove (sheep’s head) consumption involving participant observation at a Norwegian smalahove farm—an unsettling space within the food consumption field that may challenge many consumers’ habitual ways of seeing, smelling, hearing, touching and tasting meat. Our core contribution lies in introducing a dynamic conceptualisation of hysteresis, demonstrating how it fluctuates in consumption environments; intensifying and diminishing in intensity as the gaps between habitus and field open and close.