Putting emotions to work: challenging the normativity of practices through research methods

Marlyne Sahakian and Laurence Godin

Chapter 27 in Research Handbook on the Sociology of Consumption, 2026, pp 321-330 from Edward Elgar Publishing

Abstract: Emotions permeate every aspect of our daily lives and are part of how social practices are performed. A direct link can be made between emotions and the normativity of practices, or how a practice ought to or should be performed. It follows that engaging more directly with emotions can serve to either challenge or maintain established ways of doing – of relevance to those interested in supporting social change. This chapter aims to provide both conceptual handles and methodological insights into how emotions can be understood and applied in sustainable consumption research. It starts with an overview of how to conceptualise emotions, and then describes different methods for putting emotions to work in research that concerns home-based practices such as changing diets, doing laundry and keeping warm. It also discusses how engaging emotionally with the future might affect practices in the present. The chapter closes with reflections on the usefulness of emotions for social change.

Keywords: Consumption; Emotions; Social practices; Energy; Food; Switzerland (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035310500
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