Conformity, Uniqueness and Social Class Mobility: Consumer Self Identity in the Yard

Elizabeth Hirschman, Rutgers University, USA
Russell Belk, York University, Canada
Ayalla Ruvio, Michigan State University, USA
Using depth interviews with consumers about their yards, we identify several social uses to which home landscaping is applied. In particular, motives of establishing conformity to neighborhood standards, upward mobility and personal uniqueness are discussed.
[ to cite ]:
Elizabeth Hirschman, Russell Belk, and Ayalla Ruvio (2014) ,"Conformity, Uniqueness and Social Class Mobility: Consumer Self Identity in the Yard", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 318-323.