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



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