Social Stratification and the Materialism Label: the Retention of Racial Inequities Between Black and White Consumers in South Africa

Laurel Steinfield, University of Oxford, UK
Linda Scott, University of Oxford, UK
This study illustrates how “materialism” is a moral restriction that protects the demarcating power of goods and, in South Africa, maintains race-based stratifications. We explore the social interactions surrounding the use of materialism as a pejorative label, describing how the term is used to debase the consumption of black consumers.
[ to cite ]:
Laurel Steinfield and Linda Scott (2013) ,"Social Stratification and the Materialism Label: the Retention of Racial Inequities Between Black and White Consumers in South Africa", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.