Consuming the belly dance
Association for Consumer Research
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
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.