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

Market Structure and Firm Engagement in Divisive Political Issues

Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA

Read More

Featured

Q11. The Effect of Message Ephemerality on Information Processing

Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA

Read More

Featured

Attribution of Authenticity: The Benefits of Self-Disclosure of Unfavorable Information

Li Jiang, Carnegie Mellon University, USA
Maryam Kouchaki, Northeastern University, USA
Francesca Gino, Harvard Business School, USA

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.