Consumer resilience and subservience in technology consumption by the poor

Bibliographic Data

ID2166136
AuthorsArundhati Bhattacharyya (0000-0003-2049-0513, Department of Marketing, Indian Institute of Management, Udaipur, India, corresponding author), Russell William Belk (0000-0001-6674-9792, York University)
Year2019
Volume22
Issue5-6
Pages489-507
Publication date2019-11-02
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueConsumption Markets & Culture (JOURNAL)
Journal identifiersISSN: 1025-3866 • E-ISSN: 1477-223X
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10253866.2018.1562686
OpenAlexW2907532914
LanguageEN
Citations received2
References cited74

Consumer technology theorists have explored technology consumption primarily through a de-linked, individualistic lens. We augment existing theories on technology consumption by widening the scope of the theorizing lens to include the role of class-based societal domination on consumption by the oppressed. We show that the poor respond to oppression by practices that go beyond non-compliance and subterfuge. We highlight the overlooked phenomenon of Consumer Resilience, and unveil the practices of Subservience in technology consumption by the poor in India. These are consumption practices that help the dominated classes appease those dominating them, at the expense of their own dignity and well-being

Consumption (sociology · Dignity · Economics · Individualism · Market economy · Oppression · Political science · Politics · Production (economics · Resilience (materials science · Scope (computer science · Social science · Sociology · Sustainable consumption · Digital Economy and Work Transformation · Innovation and Socioeconomic Development · Law · Social and Economic Development in India