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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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Keeping up appearances: low-income consumers' strategies aimed at disguising poverty

Hamilton, K.L. and Catterall, M. (2007) Keeping up appearances: low-income consumers' strategies aimed at disguising poverty. In: Asia-Pacific Advances in Consumer Research. Association for Consumer Research, 184 - 189.

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Abstract

This paper explores the experiences of low-income families in dealing with the stigma associated with poverty in a consumer society. In-depth interviews were held with thirty low-income families. Findings suggest that attempts to disguise or mask poverty are common. These masking strategies were found both outside and within the family. The former involves the family’s united attempts to reduce the visibility of poverty to outsiders while the latter involves parents’ attempts to shield children from the effects of poverty. Findings support consumer research studies on stigma management, and suggest that strategies that mask stigmas may be important for vulnerable consumers.