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Name OHIRA, Shuji
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Title 

Embracing and Rejecting “Sparking Joy”—Understanding Japanese Consumer Responses to Marie Kondo’s Original Book

					

					

						

							

								

									
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Joint Author

					

					

						

							

								

									
Date of Issue 

									
								

							

						

						
2020/10

					

					

						

							

								

									
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Association for Consumer Research ACR Conference 2020

					

					

						

							

								

									
Summary 

									
								

							

						

						
By examining responses to Marie Kondo’s original book, consumer reactions to a taste regime counter to mainstream consumerism are explored. Those who embraced and rejected her message were analyzed using text mining. Some internalized new meanings surrounding consumption, while others rejected her legitimacy as an influencer of taste.

					

					

						

							

								

									
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