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Faculty of Management Research Workshop; Delphine Dion, ESSEC
Details
The Dynamics of Cultural Omnivorousness: An Investigation of Taste Sophistication in the WineScape
Delphine Dion, ESSEC
Sociologists have described omnivorousness as a type of cultural consumption that allows high-status groups to show off their distinction from other groups through their knowledge of a range of low to high cultural forms. The concept of omnivorousness has become influential in the sociologies of culture and consumption, cited as evidence of altered hierarchies in cultural participation and of broader socio-cultural changes. However, we lack understanding of the rationales underlying cultural omnivorousness. Drawing on extensive ethnographic fieldwork in the winescape, I investigate the social dynamics of cultural omnivorousness. This work contributes to consumer reFsearch by complementing prior research on status competition as a dominant type of sociality in taste-centered consumption domains. It advances our understanding of how cultural consumption sustains status distinctions. First, it illuminates the dynamics of taste sophistication that reveal cultural omnivorousness. Second, it shows market dynamics that mediate the social game by legitimizing alternative taste regimes and by providing customers with storytelling to stage their social distinction.
Delphine Dion, ESSEC
Sociologists have described omnivorousness as a type of cultural consumption that allows high-status groups to show off their distinction from other groups through their knowledge of a range of low to high cultural forms. The concept of omnivorousness has become influential in the sociologies of culture and consumption, cited as evidence of altered hierarchies in cultural participation and of broader socio-cultural changes. However, we lack understanding of the rationales underlying cultural omnivorousness. Drawing on extensive ethnographic fieldwork in the winescape, I investigate the social dynamics of cultural omnivorousness. This work contributes to consumer reFsearch by complementing prior research on status competition as a dominant type of sociality in taste-centered consumption domains. It advances our understanding of how cultural consumption sustains status distinctions. First, it illuminates the dynamics of taste sophistication that reveal cultural omnivorousness. Second, it shows market dynamics that mediate the social game by legitimizing alternative taste regimes and by providing customers with storytelling to stage their social distinction.
Food Provided (Refreshments will be provided from 12pm-12:30pm prior to the workshop in the 4th floor faculty lounge area.
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Where
Bayes Business School, 106 Bunhill Row
3003
106 Bunhill Row, London EC1Y 8TZ, UK
Speakers
Delphine Dion
Delphine Dion is Professor of Marketing at ESSEC Business School. Her current research projects explore luxury brand management and market dynamics. Her research has been published in many books and leading academic journals including the Journal of Marketing, the Journal of Consumer Research, the Journal of Retailing, the Journal of Business Research, Consumption Markets & Culture. She has received several awards for her PhD, books and research articles, including the 2018 ESSEC Foundation Research Award. She serves on the Editorial Review Board of 5 academic journals, including the Journal of Consumer Research, the International Journal of Research in Marketing, and Journal of Business Research. She holds a PhD from the University of Rennes and an Habilitation à Diriger des Recherches from the Sorbonne University. Prior to joining ESSEC Business School, she was Associate Professor at the Sorbonne University.