Social Class, Market Situation, and Consumers’ Metaphors of (Dis)Empowerment

Abstract

This article explores the role of (dis)empowerment as a central phenomenon of social class. Experience of power is found to shape self-concept, which affects everyday consumption practices. Self-perceptions were found to range from potent actor through to impotent reactor, and expectations for the future ranged from one of opportunity through to threat. These self-perceptions have been imbued as personal values that guide preferred ways of doing and being. They flow into the financial domain, with professionals setting themselves up for opportunity and growth, taking a very broad perspective on investing, and engaging in more elaborate budget planning. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..