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The liberalisation of Western society has led to the destruction of certain taboos, but on the individual level, taboo destruction may be curtailed by opposing conventions.

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This study investigates the boundaries of taboo destruction in relation to buying products that were once considered as taboo but are increasingly subject to liberalisation, namely, sex toys. Adopting an exploratory mixed-method approach, which combines a consumer survey with expert interviews, this study establishes a framework suggesting that self-protection and status maintenance are the core forces behind individual-level taboo construction. Additionally, consumers may voluntarily construct taboos regarding sex toys as the controlled violation of a taboo is associated with sexual excitement.

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Implications about how the diverge from societal taboo destruction, on which sex toy retailing is currently built, are discussed. The authors wish to thank Dr Ulla Hakala from University of Turku for her contribution to the initial phase of the research process. Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

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Journal of Marketing Management Volume 34, - Issue Submit an article Journal home. Special Section: Consumption, Marketing and Taboo. s Received 30 Jun From filthy to healthy and beyond: finding the boundaries of taboo destruction in sex toy buying. ABSTRACT The liberalisation of Western society has led to the destruction of certain taboos, but on the individual level, taboo destruction may be curtailed by opposing conventions. Acknowledgments The authors wish to thank Dr Ulla Hakala from University of Turku for her contribution to the initial phase of the research process.

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Disclosure statement No potential conflict of interest was reported by the authors. Samuel Piha. Leila Hurmerinta. Birgitta Sandberg. More Share Options.

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From filthy to healthy and beyond: finding the boundaries of taboo destruction in sex toy buying