Abstract
Within our consumer culture, people use consumption to send identity messages to others. However, building consumer identity requires access to financial resources. What happens when you can’t afford to buy the latest on-trend trainers for your children? What happens when you can’t afford to participate in social activities and go on regular holidays? It was questions of this kind that guided my research with low-income families.
| Original language | English |
|---|---|
| Title of host publication | Consumer Behaviour |
| Subtitle of host publication | A European Perspective |
| Editors | Michael R Solomon, Søren Askegaard, Margaret K Hogg |
| Place of Publication | [New York] |
| Number of pages | 1 |
| Edition | 7th |
| Publication status | Published - 20 May 2019 |
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Keywords
- consumer behaviour
- marketing activities
- european consumers
Cite this
Hamilton, K. (2019). Consumer behaviour as I see it. In M. R. Solomon, S. Askegaard, & M. K. Hogg (Eds.), Consumer Behaviour: A European Perspective (7th ed.). [New York].