Consumer Culture and the Culture of Poverty: Implications for Marketing Theory and Practice  

Oleh:

Hill, Ronald

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Marketing Theory vol. 2 no. 3 (Sep. 2002), page 273–293.
Topik: consumer culture; culture of poverty; marketing theory
Fulltext: 273MT23.pdf (140.32KB)

Isi artikel

This paper explores the influence of the larger material culture on consumers living within the culture of poverty so that the scholarly community might better understand the actual as well as potential role marketing plays in the lives of the poor. The data are a series of short stories based explicitly on six distinct subpopulations of impoverished people, and these stories are used as ethnographic data for the purposes of analysis. An interpretation emerges that emphasizes five interrelated thematic categories: meager possessions, consumer restrictions, role of the media, consumer reactions, and survival strategies. The paper closes with a summary of findings and specific implications for the marketing community with regard to theory and practice.

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