The Ritualistic Dimension of Microlending

We investigate rituals of generativity in the moralized market of online microlending, assembled by microlending platforms for lenders to emotionally connect with the poor (borrowers). Our findings suggest market-mediated rituals of microlending induce solidarity, responsibility and generativity, but also mask enduring imbalances of power.



Citation:

Domen Bajde and Pilar Silveira Rojas Gaviria (2018) ,"The Ritualistic Dimension of Microlending", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 231-236.

Authors

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France

Read More

Featured

J8. Exchange with The Rich, Concern with The Poor: The Effects of Social Class on Consumer Response to Brand Relationship

Bing Han, Shanghai Jiao Tong University
Liangyan Wang, Shanghai Jiao Tong University

Read More

Featured

Don’t Tell Me Who I Am! When and How Assigning Consumers an Identity Backfires

Noah Castelo, Columbia University, USA
Kirk Kristofferson, Ivey Business School
Kelley Main, University of Manitoba, Canada
Katherine White, University of British Columbia, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.