Social Stratification and the Materialism Label: the Retention of Racial Inequities Between Black and White Consumers in South Africa
This study illustrates how “materialism” is a moral restriction that protects the demarcating power of goods and, in South Africa, maintains race-based stratifications. We explore the social interactions surrounding the use of materialism as a pejorative label, describing how the term is used to debase the consumption of black consumers.
Laurel Steinfield and Linda Scott (2013) ,"Social Stratification and the Materialism Label: the Retention of Racial Inequities Between Black and White Consumers in South Africa", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Laurel Steinfield, University of Oxford, UK
Linda Scott, University of Oxford, UK
NA - Advances in Consumer Research Volume 41 | 2013
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