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

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Featured

Rituals Enhance Self-Brand Connection: The Role of Time Perception

Maggie Wenjing Liu, Tsinghua University
Xian Wang, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Featured

L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana 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.