Conceptualizing Consumer Freedom: Liberating Shopping Practices Among Moroccan Women
This paper seeks to extend literature on the emancipatory potential of markets. Drawing on a three-year ethnography in Casablanca, we investigate practices by which Moroccan women, who are submitted to rigid social conventions, pursue social freedoms through emerging market conditions. We propose a new theoretical avenue of socio-cultural freedom.
Citation:
Delphine Godefroit-Winkel and Samuel K. Bonsu (2015) ,"Conceptualizing Consumer Freedom: Liberating Shopping Practices Among Moroccan Women", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 140-141.
Authors
Delphine Godefroit-Winkel, Ghana Insitute of Management and Public Administration, Business School, Accra, Ghana
Samuel K. Bonsu, Ghana Insitute of Management and Public Administration, Business School, Accra, Ghana
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
Share Proceeding
Featured papers
See MoreFeatured
P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk
Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China
Featured
Personal Budgeting: Does It Work?
Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA
Featured
N3. Emotion Regulation and Memory for Negative Emotion Ads
Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel