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Social Downgrading on Consumer Values and Practices: A Transgenerational Perspective

Author

Listed:
  • Maria Mercanti-Guérin

    (IAE Paris - Sorbonne Business School)

Abstract

The aim of this research is to measure the influence of social downgrading on consumer values and practices. Intergenerational mobility is defined as a process leading to a change in social status from parents to children. The first part of this paper presents social mobility and emphasises its multidimensional character. In particular, we detail the different types of objective and subjective mobility. In the second part, we analyse the symbolic and psychological aspects of the acceptance or rejection of social downgrading. We present the results of an exploratory study based on the life stories of a dozen families. It appears that some downgraded individuals do not accept to give up the lifestyle inherited from their childhood and perceive it as an intimate part of their identity. Others, on the contrary, rebuild new identities and modes of consumption based on a "reappropriation of their declassification". This study provides a better understanding of social downgrading by presenting it as a complex process combining the incorporation of a new social status, transgenerational capital and new forms of consumer resistance.

Suggested Citation

  • Maria Mercanti-Guérin, 2021. "Social Downgrading on Consumer Values and Practices: A Transgenerational Perspective," Post-Print hal-03329251, HAL.
    • Handle: RePEc:hal:journl:hal-03329251
    DOI: 10.5281/zenodo.5337062
    Note: View the original document on HAL open archive server: https://hal.science/hal-03329251
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    File URL: https://hal.science/hal-03329251/document
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    File URL: https://libkey.io/10.5281/zenodo.5337062?utm_source=ideas
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    References listed on IDEAS

    as
    1. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    2. A. Carton & E. Sevin & R. Ladwein, 2009. "Le capital transgénérationnel : la transmission des pratiques de consommation de la mère vers sa fille," Post-Print hal-00802206, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Downward Social Mobility; Inter-Generational Mobility; Trans-Generational Capital; Identity; Values; Social Status;
    All these keywords.

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