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Reference

Ghoshal, T., & Belk, R. W. (2025). From kurtas to crop tops: A theory of postliminal self-transformation. Journal of Consumer Psychology, 00, 1–23. https://doi.org/10.1002/jcpy.70006

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🎙️ Welcome back to Revise and Resubmit — the podcast where research meets storytelling, and ideas get their well-deserved second life. 📚

Today, we’re unbuttoning the layers of identity, fashion, and transformation through a paper that quite literally moves from kurtas to crop tops. 🧵✨

Titled “From kurtas to crop tops: A theory of postliminal self-transformation,” this remarkable study by Tanuka Ghoshal and Russell W. Belk unfolds in the Journal of Consumer Psychology, one of the most prestigious academic journals on the FT50 list. 🏛️ That means we’re diving into research that doesn’t just make waves — it shapes how the world understands consumers, culture, and identity.

The authors take us beyond the liminal threshold — past that confusing, in-between stage — and into what happens after. What does transformation look like when women from traditional Indian backgrounds step into urban corporate landscapes? 👩🏽‍💼 How do clothing, language, and self-presentation turn into tools for reinvention? And what does it really take to inhabit a new version of yourself while negotiating patriarchy and class? 🌆💭

Published by John Wiley & Sons Ltd on behalf of the Society for Consumer Psychology, this study doesn’t just observe—it awakens questions about who we become when we cross cultural borders and social thresholds.

So here’s the question that lingers in today’s episode:
💫 When the world around you changes faster than you can adapt, is consumption your armor—or your language of becoming?

🙏 Huge thanks to the authors Tanuka Ghoshal and Russell W. Belk for this brilliant contribution, and to the Journal of Consumer Psychology for publishing such thought-provoking work.

🎧 Don’t forget to subscribe to Revise and Resubmit on Spotify, follow the Weekend Researcher YouTube channel, and tune in on Amazon Prime Music and Apple Podcast to keep your weekends intellectually wild. 🔔💡