Ridiculing the Working Class and Reinforcing Class Boundaries: the Chav Myth and Consumption in the Night-Time Space

Hayley Cocker, Lancaster University, UK
Maria Piacentini, Lancaster University, UK
Emma Banister, University of Manchester, UK
Bringing together streams of consumer research on marketplace myths and social class, we use the context of young middle-class consumers in the UK and their consumption of the night-time space to explore how class-based identity myths are mobilized by consumers and serve to create and reinforce social class boundaries.
[ to cite ]:
Hayley Cocker, Maria Piacentini, and Emma Banister (2012) ,"Ridiculing the Working Class and Reinforcing Class Boundaries: the Chav Myth and Consumption in the Night-Time Space", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1047-1048.