671794

Journal of Consumer Research, Inc.

Moral Habitus and Status Negotiation in a Marginalized Working-Class Neighborhood
Author(s): Bige Saatcioglu and Julie L. Ozanne
Source: Journal of Consumer Research, Vol. 40, No. 4 (December 2013), pp. 692-710
Published by: The University of Chicago Press
Stable URL: http://www.jstor.org/stable/10.1086/671794 .
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Moral Habitus and Status Negotiation in a
Marginalized Working-Class Neighborhood
BIGE SAATCIOGLU
JULIE L. OZANNE
Examinations of the moral and ethical dimensions in identity construction are scant in consumer research. This ethnography of a trailer-park neighborhood investigates how different moral dispositions shape low-income, working-class residents’ consumption practices and status negotiations. Drawing from Bourdieu’s conceptualization of habitus and cultural capital, the authors extend this theory by foregrounding the moral aspects of habitus and demonstrate how morally oriented worldviews are enacted through consumption practices and social evaluations within everyday communities. The study reveals five moral identities that shape the residents’ social construction of status

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