“I Can Do It!” Consumer Coping and Poverty

Kathy Hamilton, University of Strathclyde, Scotland
Miriam Catterall, Queen's University Belfast, Northern Ireland
This paper focuses on coping with poverty and the impact of coping strategies on individual lives, concentrating on lone mothers. The women in this study gain a sense of achievement from their ability to “manage” and place great emphasis on being a good mother, thereby fighting against the negative discourse often associated with lone motherhood. It is suggested that coping strategies can be interpreted as acts of consumer agency that can result in consumer empowerment. In contrast with the bleak portrayal of the poor in prior research, we suggest that coping strategies can be instrumental in creating a positive identity.
[ to cite ]:
Kathy Hamilton and Miriam Catterall (2008) ,"“I Can Do It!” Consumer Coping and Poverty", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 551-556.