Age’S What You Make It. Negotiating the Life Course in Female Underwear Consumption

We argue that consumer research on age-related behaviour is flawed. First, age has been too often treated as a simple cause for behaviour and second, the social dimension of age-related behaviour has been neglected. Utilizing the theoretical orientation of the sociology of life course, we try to show the conceptual opportunities of studying age-related behaviour embedded in social institutions and history. The study is based on qualitative in-depth interviews with women about their underwear consumption. We suggest that the underwear consumption is not a consequence of age but a medium to negotiate individual age positions in a life course pattern



Citation:

Matthias Bode and Per Østergaard (2011) ,"Age’S What You Make It. Negotiating the Life Course in Female Underwear Consumption", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 432-434.

Authors

Matthias Bode, University of Southern Denmark, Denmark
Per Østergaard, University of Southern Denmark, Denmark



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Consuming Commodified Selves – Accelerated Identity Co-Construction Dynamics Through Fashion Performances on Instagram

Jonathan David Schöps, University of Innsbruck, Austria

Read More

Featured

How Incremental Theory Enhances or Reduces Charitable Giving

Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

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.