The transition of individuals through episodes of poverty: from adjustment of consumption to identity reconfiguration[La transition des individus par des épisodes de pauvreté : de l’ajustement de la consommation à la reconfiguration identitaire]

This research explores the coping strategies implemented by consumers crossing a temporary period of financial restraint. Our findings show that, in addition to traditional adjustment strategies mobilized by permanently poor consumers, individuals facing a temporary precarious situation deploy strategies allowing them to emancipate from the market based primarily on resistance to consumption and on adoption of deviant behaviors. These adjustments of consumption are coupled with identity arrangements to ensure self-congruence with the experienced precarious situation. Finally some implications related to the opportunities to prevent and include consumers temporarily impoverished are drawn for the market, public authorities and civilian society organizations.