Spinsters and Bachelors: Negotiating the ‘Single’ Identity in a Couple-Orientated Marketplace
This paper explores a neglected area of single identity and its consumption contexts. We consider how singleness is constructed as a reflexive project within the marketplace, which privileges the heteronormativity of coupledom. Phenomenological interviews were conducted with 10 British adults who reveal the alienation and empowering dimensions of ‘being single’.
Ai-Ling Lai, Ming Lim, and Matthew Higgins (2013) ,"Spinsters and Bachelors: Negotiating the ‘Single’ Identity in a Couple-Orientated Marketplace", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 208-209.
Ai-Ling Lai, University of Leicester, UK
Ming Lim, University of Leicester, UK
Matthew Higgins, University of Leicester, UK
E - European Advances in Consumer Research Volume 10 | 2013
Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users
Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada
Liminal Motherhood: Relational Partners Experience of Liminality
Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas
Q5. Conceptualizing the Digital Experience in Luxury
Wided Batat, American University Beirut