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A lens of analysis for consumption practices in tattooing

Author

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  • Francesco Raggiotto
  • Michela C. Mason
  • Andrea Moretti

Abstract

This paper analyzes tattooing as a form of postmodern consumption. Motivations of tattoo consumers are analyzed and interpreted using the interpretive framework by Holt (1995). In addition, the study analyses the role of gender as an identity construct (Moore, 1999) that is crucial in the postmodern consumption because it guides consumer behavior (Fugate and Phillips, 2010; Robbie and Neale, 2012). Data collection (textual data related to tattoo consumer motivations) has been carried out within tattoo conventions. This specific setting has been selected looking at extant literature, which highlighted a gap in understanding the role of tattooing as a form of socialized consumption (e.g., Kjeldgaard and Bengtsson, 2005). Results appear relevant with respect to the categories of the Holt's taxonomy, providing insights both for research and practice. Another key finding is that no significative differences were found in the most relevant motivations among the two gender groups.

Suggested Citation

  • Francesco Raggiotto & Michela C. Mason & Andrea Moretti, 2018. "A lens of analysis for consumption practices in tattooing," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 283-308.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/90507:y:2018:i:2:p:283-308
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    Cited by:

    1. Francesca Gallè & Federica Valeriani & Daniela Marotta & Andrea De Giorgi & Annalisa Bargellini & Aida Bianco & Maria Eugenia Colucci & Maria Anna Coniglio & Laura Dallolio & Osvalda De Giglio & Gabri, 2021. "What about Your Body Ornament? Experiences of Tattoo and Piercing among Italian Youths," IJERPH, MDPI, vol. 18(23), pages 1-10, November.

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