Pet Ownership & Related Consumption Practices: the Role of Morality

This paper considers the role of morality in the consumption practices associated with pet ownership. To explore these practices, we adopt Holt’s (1995) Typology of Consumption Practices. A photo-elicitation technique is used to elicit stories from fifteen participants concerning their cats and dogs. Our findings illustrate the complexity of consumption in this arena and highlight a potential opportunity for re-working Holt’s (1995) typology to include an additional metaphor of consuming as morality. The paper concludes with a discussion on the value of our extended framework and highlights the implications for future cultural studies of consumption.



Citation:

Morven McEachern and Fiona Cheetham (2011) ,"Pet Ownership & Related Consumption Practices: the Role of Morality", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 225-230.

Authors

Morven McEachern, Lancaster University, UK
Fiona Cheetham, University of Salford, UK



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Featured

N14. The Bright Side of Sadness: How Mood Affects Goal Initiation

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Featured

Consumers’ Attitudes Towards Their Rights and Responsibilities in the Sharing Economy: An Ideological Perspective

Marylouise Caldwell, University of Sydney, Australia
Steve Elliot, University of Sydney, Australia
Paul Henry, University of Sydney, Australia
Marcus O'Connor, University of Sydney, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.