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Earmarking Money and Consumption

Consumer Culture Theory

ISBN: 978-1-78190-810-5, eISBN: 978-1-78190-811-2

Publication date: 6 December 2013

Abstract

Purpose

Individuals use money, time, and effort to consume, yet implicit in most consumer research is the availability of these resources, particularly money. While the literature provides an explanation of many aspects of consumption experiences, an explanation of how money is used to fund consumption is needed.

Methodology

In the present research, I explore ordinary consumer behaviors through depth interviews with individuals regarding everyday experiences to develop an understanding of the relationship between earmarking money and consumption.

Findings

Prior research finds consumers earmark monies thereby allocating it to distinct purposes, such that this earmarking influences consumer behaviors. Emergent from these data, I find evidence for two categories of consumer behaviors: protective, which are those addressing responsibilities in daily life; and, prospective which are those for shaping and representing identity. Further, I find protective or prospective behaviors are systematically associated with earmarking of money to either indexical or prosaic accounts, respectively, to fund consumption in support of the behaviors.

Research limitations/implications

This study explores everyday experiences to develop an understanding of how monetary earmarks are used to fund consumption. Other resources necessary for consumption, specifically time and effort, were not examined, yet are influential in consumption experiences and therefore are in need of study.

Originality/value of chapter

These findings contribute a distinct pattern of funding evident in the relationship between types of earmarks and categories of everyday behaviors.

Keywords

Citation

Bradford, T.W. (2013), "Earmarking Money and Consumption", Consumer Culture Theory (Research in Consumer Behavior, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 167-183. https://doi.org/10.1108/S0885-2111(2013)0000015011

Publisher

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Emerald Group Publishing Limited

Copyright © 2013 Emerald Group Publishing Limited