Shopping For Freedom: Moroccan Women's Experience in Supermarkets

Our ethnographic search among Moroccan women contributes to the existing dialogue between philosophical, cognitive, and socio-cultural approaches on consumer freedom. We explore how consumers construct their freedoms within the specificities of their socio-cultural contexts. We propose an emergent conceptualization of consumer freedom that includes social dimensions.



Citation:

Delphine Godefroit-Winkel, lisa penaloza, and Sammy Kwaku Bonsu (2018) ,"Shopping For Freedom: Moroccan Women's Experience in Supermarkets", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 563-564.

Authors

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money

Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington

Read More

Featured

Moral Arguments Are Most Persuasive in Changing Attitudes of Opponents of Genetically Modified Foods

Sydney Scott, Washington University, USA
Yoel Inbar, University of Toronto, Canada
Paul Rozin, University of Pennsylvania, USA

Read More

Featured

The Impact of Childhood Exposure to Interparental Conflict on Consumer Response to Online Reviews

Mengmeng Liu, Chinese University of Hong Kong, China
Maureen Morrin, Temple University, USA
Boyoun Grace Chae, Temple University, USA

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.