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

Hamilton, K.L. and Catterall, M.; Lees, Margaret and Davis, Teresa and Gregory, Gary, eds. (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.

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.

ORCID iDs

Hamilton, K.L. ORCID: https://orcid.org/0000-0002-5342-6166

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• Item metadata

  Item type:	Book Section
  ID code:	36504
  Dates:	Date Event 2007 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	19 Dec 2011 16:38
  Last modified:	11 Nov 2024 14:47
  Related URLs:	Publisher
  URI:	https://strathprints.strath.ac.uk/id/eprint/36504