Liquid Consumption

Fleura Bardhi, Cass Business School, City University London, UK
Giana Eckhardt, Royal Holloway University, UK
We introduce the construct of liquid consumption, which has four characteristics: (1) no singularization of consumption objects; (2) situational value; (3) use value dominates; and (4), an increased dematerialization. A liquid view of consumption has implications for our understanding of materiality, social distinction, the nature of relationships, and ethical consumption.
[ to cite ]:
Fleura Bardhi and Giana Eckhardt (2015) ,"Liquid Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 459-460.