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


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

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