Skip to main content

Reasons behind body art adoption: what motivates young adults to acquire tattoos?

Buy Article:

$24.32 plus tax (Refund Policy)

Abstract:

This paper utilises an interpretivist perspective to identify dominant motivations for tattoo consumption among young adults. Content analysis was deployed on two types of data: student essays and online blogs and websites depicting stories and discussions of casual tattoo adopters. Our results show that motivations manifest through the meanings of both the act of acquiring a tattoo and the design of the tattoo image. We find that motivations to acquire or reject tattoos are anchored in negotiating two types of identities: the public persona (the self as perceived by others) and the private persona (the authentic and real self). The dialectic dichotomy of differentiation-conformity social orientations underscores the complex nature of identity negotiation with several processes in effect: acting differently towards approach vs. avoidance reference groups, adopting counter-fashion stance to reinforce stability of one's identity, expressing separate public and a private identities, and negotiating unique identities using universal pictorial signs. Managerial implications and future research directions are discussed.

Keywords: IDENTITY NEGOTIATION; TATTOO ADOPTION AND NON-ADOPTION MOTIVES

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539211X570528

Publication date: March 1, 2011

More about this publication?
westburn/jcb/2011/00000010/00000001/art00005
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more