We introduce the construct of liquid consumption, which has four characteristics: (1) no singularization of consumption objects; (2) situational value; (3) use value dominates; and (4), an increased dematerialization. A liquid view of consumption has implications for our understanding of materiality, social distinction, the nature of relationships, and ethical consumption.
Fleura Bardhi and Giana Eckhardt (2015) ,"Liquid Consumption", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 459-460.
Fleura Bardhi, Cass Business School, City University London, UK
Giana Eckhardt, Royal Holloway University, UK
NA - Advances in Consumer Research Volume 43 | 2015
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