Title

Consuming the belly dance

Document Type

Conference Proceeding

Publisher

Association for Consumer Research

Faculty

Business and Public Management

School

Marketing, Tourism and Leisure

RAS ID

1638

Comments

Originally published as: Pettigrew, S.F., Wort, F.J. (2003). Consuming the belly dance. European Advances in Consumer Research Volume 6. (pp. 187 - 192) Original article available here

Abstract

This study explored the consumption behaviours associated with the highly gendered pastime of belly dancing and interpreted these behaviours in terms of the dancers’ aims and motivations. The women interviewed were found to invest more heavily in the accoutrements of belly dancing as they became more self-assured in the role of dancer. The way they adorn themselves for the dance symbolically links them with the other members of their group and the belly dancing sisterhood. In particular, costumes facilitate the transformation from a normal person to a dancer and assist in achieving self-expression and self-satisfaction.