Doing sensory ethnography in consumer research

This paper is a contribution to sensory‐aware cultural consumer research. It suggests that while the audio‐visual domain is unquestionably a crucial ingredient of contemporary consumer culture, there is a pressing need to explore the role of the other senses as well. The study works towards a practice‐based culturalist approach to sensory ethnography, a perspective that allows consumer scholars to empirically account for the cultural aspects of the senses. Through an empirical case study on sport fishing, the paper scrutinizes the challenges and opportunities related to conducting sensory ethnography. In addition, it discusses the benefits of this approach in consumer research.