Consumer behaviour as I see it

Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution

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 languageEnglish
Title of host publicationConsumer Behaviour
Subtitle of host publicationA European Perspective
EditorsMichael R Solomon, Søren Askegaard, Margaret K Hogg
Place of Publication[New York]
Number of pages1
Edition7th
Publication statusPublished - 20 May 2019

Keywords

  • consumer behaviour
  • marketing activities
  • european consumers

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