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’.



Citation:

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.

Authors

Ai-Ling Lai, University of Leicester, UK
Ming Lim, University of Leicester, UK
Matthew Higgins, University of Leicester, UK



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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