This article sets out to introduce Bernard Lahire’s recent reiterations of the Bourdieusian approach to the body of consumer research. Lahire’s work accounts for dissonant cultural practices at an individual level. He questions the singularity of the habitus, the relative autonomy of fields, and the homology of the social practices proposed by Bourdieu. His work could make a significant contribution to consumer research in three ways: (1) it reiterates the Bourdieusian concepts in a way that better addresses the problems of a society made up of pluralist yet multi-determined individuals, (2) it reasserts the importance of individual-scale analysis of the social forces that more subjectivist approaches would be at risk of masking and (3) it sets out a way to understand socialisation by combining contexts through the incorporation of certain dispositions. Based on these contributions, this article sets out a research programme with a view to better linking contexts, dispositions and pluralist consumer practices on an individual scale.
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