Work

From Status-Seeking Consumption to Social Norms. An Application to the Consumption of Cleanliness

Year: 2008

Type: book

Abstract: Interdependencies in consumer behavior stem from either status-seeking consumption or\ncompliance with social norms. This paper analyzes how a consumption act changes from\na means to signal the consumer’s status to a means of norm compliance. It is shown that\nsuch a transformation can only be understood when consumer motivations other than\nsocial recognition are taken into account. We depict norm emergence as a learning\nprocess based on changing associations between a specific consumption act and widely\nshared, non-subjectivist consumer needs. Our conjectures are illustrated by means of a\ncase study: the emergence of the cleanliness norm in the 19th century.

Source: Common Library Network (Der Gemeinsame Bibliotheksverbund)

Author: Julia Sophie Woersdorfer

Institution: Max Planck Society

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1545301754

FWCI:

Cites: 72

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Related to: 10