Reimagining omnivorousness in the context of place

David Cutts, Paul Widdop

Research output: Contribution to journalArticlepeer-review

22 Citations (SciVal)


Place is a key driver in the formation and maintenance of cultural lifestyles. Yet, place remains largely ignored in scholarly studies of cultural omnivorousness. After establishing whether there are different modes of omnivorousness as well as distinguishing between other cultural lifestyles, this article then takes a first step in readdressing this anomaly by examining whether clustering exists at the regional level in England. Using a methodologically innovative approach to simultaneously capture latent class typologies and between-group heterogeneity at the area scale, our findings illustrate how place is vital to consumption habits, particularly to voracious omnivores. We argue that the underlying mechanism behind these cultural patterns at the area level is contextual in nature, and in the case of voracious omnivores, primarily due to the supply of cultural items and the importance of likeminded individuals in active networks.

Original languageEnglish
Pages (from-to)480-503
Number of pages24
JournalJournal of Consumer Culture
Issue number3
Publication statusPublished - 1 Nov 2017


  • cultural consumption
  • geographical context
  • multilevel modelling
  • Omnivore
  • place

ASJC Scopus subject areas

  • Business and International Management
  • Social Psychology
  • Arts and Humanities (miscellaneous)
  • Sociology and Political Science
  • Economics and Econometrics
  • Marketing


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