This episode will be hosted by Emma Banister, Professor of Consumption and Society at Alliance MBS.

It is well-established that products and brands serve as social tools, providing means of communication between individuals and their social worlds. However, one of Emma’s key research interests lies in what consumers resist, what they shy away from, and how these more negative or rejected aspects of consumption inform identity projects

Emma will draw on a number of her studies related to identity and (dis)tastes. In particular she will focus on a recent paper that explored ‘identity refusal’ in relation to young people who do not drink alcohol, yet refuse to be marked out by their non-participation in what is often an important cultural practice.

This episode is facilitated by Dr Judy Zolkiewski, Professor of Marketing at Alliance MBS.