Consumer resilience and subservience in technology consumption by the poor. Issue 5 (2nd November 2019)

• Record Type: Journal Article
• Authors: Bhattacharyya, Arundhati; Belk, Russell W.
• Is Part Of: Consumption, markets & culture. Volume 22:Issue 5/6(2019)
• Page Start: 489
• Page End: 507
• Publication Date: 2019-11-02
• Subjects: Marketplace exclusion -- technology -- power -- subservience -- resilience -- coping; Consumption (Economics) -- Social aspects -- Periodicals; Consumers -- Attitudes -- Periodicals; Marketing -- Social aspects -- Periodicals; 306.305
• DOI: 10.1080/10253866.2018.1562686
• Languages: English
• ISSNs: 1025-3866

Abstract

ABSTRACT : 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.