Originality/value of paper – The consumer experience of downward status transformations has been curiously neglected in consumer culture theory. Since contemporary consumer cultures are increasingly characterized by liquidity and movement, it is likely that the experience of descending in status will be more common in the future and therefore of utmost importance to understand more fully.
Ulver-Sneistrup, S. and Ostberg, J. (2011), "The Nouveaux Pauvres of Liquid Modernity", Belk, R.W., Grayson, K., Muñiz, A.M. and Jensen Schau, H. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 13), Emerald Group Publishing Limited, Bingley, pp. 217-232. https://doi.org/10.1108/S0885-2111(2011)0000013016
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