Consumption and community: choices for women over forty

Szmigin, Isabelle and Carrigan, Marylyn (2006). Consumption and community: choices for women over forty. Journal of Consumer Behaviour, 5(4) pp. 292–303.

DOI: https://doi.org/10.1002/cb.181

Abstract

Women in their forties face a range of issues regarding how they choose to present themselves to the world; often these choices involve forms of consumption. We talked to two groups of British women and discussed how they felt about themselves and the pressures upon them. We present a discussion which aims to synthesize some of the key features of how these women face their futures and suggest potential theoretical positions to help encapsulate women’s present and futures selves. We suggest that there are a number of pressures that may engender alternative consumption choices and these are often set within a wider sense of female community. The concept of community should prove useful for further theorising on women’s future consumption choices.

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