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Social Class, Market Situation, and Consumers' Metaphors of (Dis)Empowerment

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  • Paul C. Henry

Abstract

This article explores the role of (dis)empowerment as a central phenomenon of social class. Experience of power is found to shape self-concept, which affects everyday consumption practices. Self-perceptions were found to range from potent actor through to impotent reactor, and expectations for the future ranged from one of opportunity through to threat. These self-perceptions have been imbued as personal values that guide preferred ways of doing and being. They flow into the financial domain, with professionals setting themselves up for opportunity and growth, taking a very broad perspective on investing, and engaging in more elaborate budget planning. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Paul C. Henry, 2005. "Social Class, Market Situation, and Consumers' Metaphors of (Dis)Empowerment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 766-778, March.
    • Handle: RePEc:oup:jconrs:v:31:y:2005:i:4:p:766-778
    DOI: 10.1086/426610
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    Cited by:

    1. Castilhos, Rodrigo B. & Fonseca, Marcelo J., 2016. "Pursuing upward transformation: The construction of a progressing self among dominated consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 6-17.
    2. Zhi Tang & Sandra Rothenberg & Jintong Tang & Renhong Zhu & Hongxin Zhao, 2023. "Social stratification and the philanthropy engagement strategy: Evidence from Chinese entrepreneurial firms," Asia Pacific Journal of Management, Springer, vol. 40(4), pages 1579-1606, December.
    3. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in marketing: synthesis, critical review, and agenda for future research," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 304-323, December.
    4. Sorić, Petar & Lolić, Ivana & Claveria, Oscar & Monte, Enric & Torra, Salvador, 2019. "Unemployment expectations: A socio-demographic analysis of the effect of news," Labour Economics, Elsevier, vol. 60(C), pages 64-74.
    5. Yan Chen & Youran Qi & Qing Liu & Peter Chien, 2018. "Sequential sampling enhanced composite likelihood approach to estimation of social intercorrelations in large-scale networks," Quantitative Marketing and Economics (QME), Springer, vol. 16(4), pages 409-440, December.
    6. Hajer Bachouche & Ouidade Sabri, 2019. "Empowerment in Marketing: Synthesis, Critical Review, and Agenda for Future Research," Working Papers 2019-001, Department of Research, Ipag Business School.
    7. Vrontis, Demetris & Thrassou, Alkis & Melanthiou, Yioula, 2007. "A contemporary higher education student-choice model for developed countries," Journal of Business Research, Elsevier, vol. 60(9), pages 979-989, September.
    8. Youngseon Kim & Nikki Wingate, 2017. "Narrow, powerful, and public: the influence of brand breadth in the luxury market," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 453-466, October.
    9. Labrecque, Lauren I. & vor dem Esche, Jonas & Mathwick, Charla & Novak, Thomas P. & Hofacker, Charles F., 2013. "Consumer Power: Evolution in the Digital Age," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 257-269.
    10. Mourali, Mehdi & Nagpal, Anish, 2013. "The powerful select, the powerless reject: Power's influence in decision strategies," Journal of Business Research, Elsevier, vol. 66(7), pages 874-880.
    11. Bramh Dev Sharma, 2014. "Residential Estate Valuation Index (REVI): A Consumer Perspective," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 365-380, August.
    12. Mourali, Mehdi & Yang, Zhiyong & Pons, Frank & Hassay, Derek, 2018. "Consumer power and choice deferral: The role of anticipated regret," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 81-99.
    13. Sara Hanson & Hong Yuan, 2018. "Friends with benefits: social coupons as a strategy to enhance customers’ social empowerment," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 768-787, July.
    14. Jintong Tang & Zhi Tang & Shaji A. Khan, 2022. "Do the rich give more? The effects of family wealth and entrepreneurial effort on firm philanthropy and growth," Asia Pacific Journal of Management, Springer, vol. 39(2), pages 699-722, June.
    15. Liu, Fu & Wei, Haiying & Wang, Xingyuan & Zhu, Zhenzhong & Chen, Haipeng Allan, 2023. "The influence of online review dispersion on consumers’ purchase intention: The moderating role of dialectical thinking," Journal of Business Research, Elsevier, vol. 165(C).
    16. Boyd, D. Eric & McGarry, Benjamin Michael & Clarke, Theresa B., 2016. "Exploring the empowering and paradoxical relationship between social media and CSR activism," Journal of Business Research, Elsevier, vol. 69(8), pages 2739-2746.
    17. Jintong Tang & Zhi Tang & Renhong Zhu & Xinchun Li, 2021. "Entrepreneurs’ resource background, innovation, philanthropy and the exit of external Investment in Private Ventures in China," Asia Pacific Journal of Management, Springer, vol. 38(2), pages 467-489, June.
    18. Mateja Kos Koklic & Irena Vida, 2009. "A Strategic Household Purchase: Consumer House Buying Behavior," Managing Global Transitions, University of Primorska, Faculty of Management Koper, vol. 7(1), pages 75-96.

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