Moral Identity and Competition in a Working Class Neighborhood

Julie L. Ozanne, Virginia Tech, USA
Bige Saatcioglu, Ozyegin University, Turkey
The home consumption practices of working class consumers are examined based on ethnographic study in a mobile home park. Within this resource constrained environment, different moral identities and habituses shape the community members’ evaluations of themselves and their neighbors, as well as their consumption, preferences, perceived capacities, goals, and dreams.
[ to cite ]:
Julie L. Ozanne and Bige Saatcioglu (2013) ,"Moral Identity and Competition in a Working Class Neighborhood", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.