Event overview
This research explores the term aesthetics through its philosophical discourses and provides a perspective on how consumer research can better approach and engage aesthetics
Contemporary culture is one that is imbued by both aesthetics and by consumerism. The term ‘aesthetics’ has been widely used in academic literature in the field of consumer research; it is considered to play a significant role in understanding central aspects of consumption-oriented culture and behaviour, such as consumer preferences, tastes, meaning-making, identity building, as well as behavioral models. However, studies have approached and used the concept of aesthetics in a variety of ways, leaving the definition vague and lacking a commonly shared understanding. As a result, discourse on the topic of aesthetics within the field could be described as controversial or even misleading. An important question thus remains unanswered: how does consumer research define and approach aesthetics? This research explores the term aesthetics through its philosophical discourses, reviews the use of the term in consumer research, and provides a perspective on how consumer research can better approach and engage aesthetics as a term with deep historical roots and intricate contemporary contextualisation.
Anastasia Seregina is a lecturer in Marketing at the Institute of Management Studies, University of London. Anastasia’s research is focused on the study of consumer culture, that is, she explores consumption as part of and an influence on contemporary culture, communities, and individuals. Anastasia’s research is highly interdisciplinary, combining consumer research, sociology, anthropology, art education, literature studies, media studies, theatre studies, and performance studies. Her main focus of research lies at the intersection of consumer culture and experiences of art, aesthetics, fantasy, and imagination. In terms of empirical contexts, she has mainly worked with popular culture, having done research in contexts of cosplay, fandom, and live action role-playing games.
Anastasia is also an artist, with her main media being acrylic paintings, mixed media installations, and video. Her artistic work is heavily tied into her research practice, with topics often being political and conceptual, as well as focusing on consumer culture, fantasy, and aesthetic experiences.
Dates & times
| Date | Time | Add to calendar |
|---|---|---|
| 7 Feb 2018 | 4:00pm - 5:30pm |
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