I5. Take That Mirror Away From Me! Clothing Consumption By the Elderly and the Self-Identity of the Young

This study focuses on the impact of elderly’s clothing consumption on the self-identity of the young, in the Brazilian context. Using netnography and interviews, and building from Terror Management Theory, we found that moral condemnation of the elderly represents youngers' fear to challenge their self-identity and privileged status in society.



Citation:

Daniela Ferreira (2018) ,"I5. Take That Mirror Away From Me! Clothing Consumption By the Elderly and the Self-Identity of the Young", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 905-905.

Authors

Daniela Ferreira, Federal University of Rio de Janeiro



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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