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Purpose – To extend understanding of the rituals and practices of alcohol consumption through a focus on the consumption object (the Dirty Pint) as a central actant in the practices of extreme alcohol consumption.

Design/methodology/approach – Seventeen paired and group interviews were conducted with young consumers (aged 16–18). An Actor-Network Theory (ANT)-inspired approach to data analysis was used in conjunction with Bourdieu's key concepts of habitus, field and capital to present a detailed understanding of the practices and rituals of extreme alcohol consumption.

Findings – The same consumption object takes on a very different role and has different forms of agency, depending on the social space (field) in which it is embedded. The Dirty Pint acts differently within different social spaces or sub-fields of the field of adolescence, particularly when combined with individual subjects of differing habitus to produce an object+subject hybrid.

Social implications – Paying attention to all the relevant actants (both human and non-human) involved in the practice of alcohol consumption could lead to more novel and relevant alcohol-harm reduction strategies or campaigns that young people can both relate to and take more seriously.

Originality/value of paper – We stress the need to grant greater agency to objects in studying consumption practices and identity enactment and contribute to the literature on identity by extending Gergen's (2009) ‘relational being’, conceiving of the self as embedded in both inter-subjective and inter-objective interactions and relationships (Latour, 1996).

Purpose – By analysing the experience of homelessness, this chapter aims to understand how individuals experience involuntary life changes in uncertain contexts and analyses the role of consumption, in terms of possessions and practices, along the process.

Methodology/approach – This study adopts a phenomenological approach, focusing on the homelessness experience. It involves an 18 month quasi-ethnography study in a charity that supports the homeless individuals, where interviews about their retrospective biographical accounts were performed. The data was analysed using existential phenomenological procedures.

Findings – Informants’ pathways to homelessness reveal a four-stage process of forced self-transformation (initial self, forced negotiation, transition, transformed self) which takes place across two stressful situational contexts: the triggering events for transformation (i.e. that led informants to lose their home) and the persisting state of uncertainty (i.e. further survival living in the streets).

Social implications – In the current postmodern times there is greater uncertainty surrounding individuals’ life changes. The consequences of the current economic crisis have threatened individuals to lose their homes. By having a better understanding of the way individuals experience this type of loss, the study brings new information about how to support them.

Originality/value of chapter – This study highlights contexts where Van Gennep's transformational routine may not be suitable in the current postmodern times, and provides an alternative transformational routine that takes into account the uncertainty that accompanies involuntary transformations.

Purpose: This chapter aims to illuminate the cultural perceptions of illicit alcohol and to examine the role of cognitive polyphasia in changing the perceptions and legitimacy of market practices.

Methodology/Approach: An ethnographic study of the Kenyan illicit alcohol market, which combined digital news media data analysis, with observation and interview data.

Findings: Cognitive polyphasia serves to delegitimize illicit alcohol by portraying it as incongruent with existing cultural beliefs, values, and assumptions. Illicit alcohol is portrayed as a contaminated product, a cursed business, a practice that causes cultural breech, and a scheme of witchcraft/sorcery used to enslave consumers. Findings also show that cognitive polyphasia involves drawing on traditional knowledge to explain misfortune and difficult social phenomena such as addiction. The delegitimation of illicit alcohol induces behavior and perception change. Consumers play an important role in this change process.

Research Implications: This research proposes the incorporation of cultural language into alcohol policy and education.

Social Implications: By illuminating social representations in the cultural-cognitive arena, a theory for applying these factors to change markets/behavior is proposed.

Originality/Value of Paper: The chapter highlights the delegitimation of market practices, unlike previous research that focuses on legitimation processes. This chapter also demonstrates how cognitive polyphasia, a scarcely researched concept in consumer research, can induce behavior change. This chapter also contributes to the literature on market/behavior change by revealing potential cultural-cognitive barriers to change.

This paper aims to understand how young people manage the dramaturgical dilemmas related to drinking alcohol and performing multiple identities.

Drawing on qualitative data collected with 16-18-year olds, the authors adopt Goffman’s dramaturgical perspective to examine youth alcohol consumption in relation to multiple identities.

Young people continuously and skilfully juggle multiple identities across multiple contexts, where identities overflow and audiences and interactions overlap. Techniques of audience segregation, mystification and misrepresentation and justification are used to perform and manage multiple identities in a risky health behaviour context.

The approach may facilitate some over- and under-claiming. Future studies could observe young people’s performances of self across multiple contexts, paying particular attention to how alcohol features in these performances.

Social marketing campaigns should demonstrate an understanding of how alcohol relates to the contexts of youth lives beyond the “night out” and engage more directly with young peoples’ navigation between different identities, contexts and audiences. Campaigns could tap into the secretive nature of youth alcohol consumption and discourage youth from prioritising audience segregation and mystification above their own safety.

Extant work has argued that consumers find multiplicity unmanageable or manage multiple identities through internal dialogue. Instead, this paper demonstrates how young people manage multiple identities through interaction and performance. This study challenges the neat compartmentalisation of identities identified in prior literature and Goffman’s clear-cut division of performances into front and back stage.

This paper aims to adopt a relational dialectics analysis approach to provide qualitative depth and insight into the ways intercultural families manage intercultural tensions around consumption. The authors pay particular attention to how a relational dialectics analysis reveals a relational change in the family providing evidence to demonstrate how a family’s unique relational culture evolves and transitions.

Qualitative insights from a relational-dialectic analysis on 15 intercultural families are used to illustrate the interplay of stability with instability in the management of intercultural dialectic tensions within these families.

Intercultural dialectical interplay around food consumption tensions are implicit tensions in the household’s relational culture. Examples of dialectical movement indicating relational change are illustrated; this change has developmental consequences for the couples’ relational cultures.

This study provides qualitative insights on relational dialectics in one intercultural family context and reveals and analyses the dialectical dimensions around consumption in the context of intercultural family relationships. The research approach could be considered in other intercultural and relational contexts.

Family narratives can be analysed within the context of two meta-dialectics that directly address how personal relationships evolve; indigenous dialectic tensions within a family can also be identified.

This paper demonstrates the qualitative value of a relational dialectics analysis in revealing how food consumption changes within families are the result of reciprocal or interdependent learning, which has consequences for relational change.

Recent global migration trends have led to an increased prevalence, and new patterning, of intercultural family configurations. This paper is about intercultural couples and how they manage tensions associated with change as they settle in their new cultural context. The focus is specifically on the role food plays in navigating these tensions and the effects on the couples’ relational cultures.

A qualitative relational–dialectic approach is taken for studying Polish–Irish intercultural couples. Engagement with relevant communities provided multiple points of access to informants.

Intercultural tensions arise as the couples jointly transition, and food consumption represents implicit tensions in the household’s relational culture. Such tensions are sometimes resolved, but sometimes not, leading to enduring tensions. Dialectical movement causes change, which has developmental consequences for the couples’ relational cultures.

This study shows how the ways that tensions are addressed are fundamental to the formation of a relational family identity.

Recommendations emphasise the importance of understanding how the family relational culture develops in the creation of family food practices. Marketers can look at the ways of supporting the intercultural couple retain tradition, while smoothly navigating their new cultural context. Social policy analysts may reflect on the ways that the couples develop an intercultural identity rooted in each other’s culture, and the range of strategies to demonstrate they can synthesise and successfully negotiate the challenges they face.

Dealing simultaneously and separately with a variety of dialectical oppositions around food, intercultural couples weave together elements from each other’s cultures and simultaneously facilitate both relational and social change. Within the relationship, stability–change dialectic is experienced and negotiated, while at the relationship’s nexus with the couple’s social ecology, negotiating conventionality–uniqueness dialectic enables them reproduce or depart from societal conventions, and thus facilitate social change.

Describes a study investigating the motivations of food retailers to engage in corporate socially responsible (CSR) activities. Focusing on confectionery retailing and merchandising, the study sought to establish the extent of CSR activities and the motivations for companies to act as they do. An audit of food retailers was first conducted to establish the nature and extent of CSR activities. This was followed by a series of in‐depth interviews with key decision makers in food retailing organisations, to reveal motivations behind their policies on confectionery retailing. The authors found the main motivations driving confectionery merchandising decisions to be space maximisation, profitability and customer pressure. While certain proactive companies recognised the benefits of being seen as a socially responsible company, none of the companies was driven primarily by philanthropic motivations.

This paper aims to examine the relationship between the development of consumer rights and the emergence of the contemporary consumer movement. Rethinking the contemporary consumer movement as a new social movement (NSM) enables a closer examination of the actors, opponents and goals of the movement, and how governments and other political institutions responded by conceptualising and developing a set of “consumer rights”.

The lens of NSM theory is used to examine the historical development of, and relationship between, consumer rights and the contemporary consumer movement.

As a NSM, the goal of the contemporary consumer movement is to bring about ideological change. However, this paper argues that the development of “consumer rights” can be read as an attempt by oppositional forces to co‐opt the goals of the movement, thereby neutralising the threat of the movement and negating the opportunity for radical ideological change. Identifying that co‐optation can occur not only through the actors, but also via the “totality” or goals of a movement, broadens our understanding of how NSMs decline or are institutionalised.

This paper offers a critical interpretation of the origins and purpose of “consumer rights”. It suggests that rather than being read as a success of the contemporary consumer movement, consumer rights actually represent a co‐optation of the movement, which served to placate consumer activists while actually maintaining the very structures of advanced market capitalism and consumer culture the movement sought to destabilise.