Pet ownership and related consumption practices : the role of moralization

McEachern, GM and Cheetham, FC 2011, 'Pet ownership and related consumption practices : the role of moralization' , European Advances in Consumer Research, 9 , pp. 225-230.

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This paper considers the role of morality in the consumption practices associated with pet ownership. To explore these practices, we adopt Holt’s (1995) Typology of Consumption Practices. A photo-elicitation technique is used to elicit stories from fifteen participants concerning their cats and dogs. Our findings illustrate the complexity of consumption in this arena and highlight a potential opportunity for re-working Holt’s (1995) typology to include an additional metaphor of consuming as morality. The paper concludes with a discussion on the value of our extended framework and highlights the implications for future cultural studies of consumption.

Item Type: Article
Themes: Health and Wellbeing
Schools: Schools > Salford Business School > Salford Business School Research Centre
Journal or Publication Title: European Advances in Consumer Research
Publisher: Association for Consumer Research
Refereed: Yes
Related URLs:
Depositing User: Dr Fiona Cheetham
Date Deposited: 10 Oct 2011 11:21
Last Modified: 16 Feb 2022 12:50

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