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A habitus divided? The effects of social mobility on the habitus and consumption

Erika L. Paulson (Department of Marketing, Quinnipiac University, Hamden, Connecticut, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 5 February 2018

Issue publication date: 16 April 2018

1840

Abstract

Purpose

The purpose of this study is to examine social mobility. Social mobility has traditionally been thought to result in a divided habitus. However, recent work has suggested that for the socially mobile, habitus may become blended or even that individuals can choose their habitus in a strategic fashion. Each position has received empirical support, raising two questions. First, does the experience of social mobility result in a habitus that is more divided or strategic? Second, what factors affect this outcome?

Design/methodology/approach

These questions are investigated by conducting depth interviews with people who have experienced social mobility.

Findings

The direction of social mobility determines what effect social mobility has on the habitus. For the downwardly mobile, the habitus appears to remain rooted in one’s former class. This is because downward movement is devalued, and so there is less incentive for those who experience it to change their thoughts, feelings or behaviors to match their new position. For the upwardly mobile, the habitus changes slowly. The trajectory and the subjective experience also affect the outcome. Two strategies respondents use to deal with social mobility are noted.

Research limitations/implications

Bourdieu’s notion of the divided habitus is reconsidered and compared to newer incarnations, and the importance of the direction of social mobility is underlined. This work explains why upward and downward mobility result in different changes in the habitus.

Practical implications

Investigating the experience of social mobility is particularly important given the frequent, dynamic nature of mobility in European countries. Two strategies used to manage downward mobility are identified.

Originality/value

This work reconsiders Bourdieu’s notion of the divided habitus and newer incarnations and explains why upward and downward mobility result in different changes in the habitus. Such a finding is not only an invitation to expand on the notion of habitus but also works to draw attention to other factors that play a role in habitus and strategies used to manage change.

Keywords

Citation

Paulson, E.L. (2018), "A habitus divided? The effects of social mobility on the habitus and consumption", European Journal of Marketing, Vol. 52 No. 5/6, pp. 1060-1083. https://doi.org/10.1108/EJM-03-2017-0240

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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