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I can do it! consumer coping and poverty

Hamilton, K.L. and Catterall, M. (2008) I can do it! consumer coping and poverty. Advances in Consumer Research, 35. pp. 551-556. ISSN 0098-9258

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Abstract

This paper focuses on coping with poverty and the impact of coping strategies on individual lives, concentrating on lone mothers. The women in this study gain a sense of achievement from their ability to 'manage' and place great emphasis on being a good mother, thereby fighting against the negative discourse often associated with lone motherhood. It is suggested that coping strategies can be interpreted as acts of consumer agency that can result in consumer empowerment. In contrast with the bleak portrayal of the poor in prior research, we suggest that coping strategies can be instrumental in creating a positive identity.

Item type: Article
ID code: 9208
Keywords: coping, poverty, lone mothers, coping strategy, consumer empowerment, consumer identity, low-income, Marketing. Distribution of products, Economics and Econometrics, Applied Psychology, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
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Depositing user: Strathprints Administrator
Date Deposited: 09 Mar 2010 16:40
Last modified: 04 Sep 2014 21:19
URI: http://strathprints.strath.ac.uk/id/eprint/9208

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