Family Consumption – Tradition, Conformity and Distinction

Some families travel to Gekås Ullared merely for shopping while others combine the visit with camping. The purpose of this paper is to discuss family consumption at GU and to find out what motivates families to visit GU. It is based on interviews with families and employees as well as observations in the department store and on the camping site nearby. The results are linked to conformity and distinction. A family visit to GU can reflect conformity, but both customers and management are involved in creating distinction.


Karin M. Ekström (2011) ,"Family Consumption – Tradition, Conformity and Distinction", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 4_5.


Karin M. Ekström, University of Borås


E - European Advances in Consumer Research Volume 9 | 2011

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