Picture of smart phone in human hand

World leading smartphone and mobile technology research at Strathclyde...

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 University of Strathclyde researchers, including by Strathclyde researchers from the Department of Computer & Information Sciences involved in researching exciting new applications for mobile and smartphone technology. But the transformative application of mobile technologies is also the focus of research within disciplines as diverse as Electronic & Electrical Engineering, Marketing, Human Resource Management and Biomedical Enginering, among others.

Explore Strathclyde's Open Access research on smartphone technology now...

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.

Full text not available in this repository. (Request a copy from the Strathclyde author)

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.