Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty

  • Hutton M
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Abstract

Consumer stress as experienced at the nexus of gender and poverty, has
received limited attention in marketing and consumer research. This
empirical study applies the theoretical lens of social stress to explore
gendered aspects of poverty, consumption and marketplace activity. It
demonstrates that for women in poverty, consumer stress is a relational
issue, involving marketplace and interpersonal (dis)connections. In
particular, it surfaces the hidden, often, nuanced power relations that
place additional strain on women with limited finances, as they
oscillate between marketplace and intra-household pressures. By applying
social stress theory, the study offers a new way of thinking about the
unequal social relations and associated consumption strains bound up
with the disadvantaged position of an intersectional group of women
experiencing poverty.

Author-supplied keywords

  • consumption
  • gender
  • inequalities
  • intersectional
  • poverty
  • stress

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Authors

  • Martina Hutton

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