Getting my tat on … and off: Consumer explanation of tattoos’ roles in presentation-of-self in everyday life

Abstract

This study explores the attitudes and behaviors toward the wearing of tattoos. The areas of interest and discussion include the motivations of tattoo patrons, the advertising and marketing strategies for tattoo parlors, the perception of people with tattoos, the perception of tattoos in the workplace, and managerial implications for tattoo parlors. The article also contains findings of exploratory research conducted by the authors, as well as an in-depth literature review. Both of these work to support the authors’ hypothesis that the complexion of tattoo wearing is changing.

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