Marketing

Marketing
Order Description
You are to write an essay on one of the following topics:
1. Epp and Price (2008: 50) argue that “diverse identity practices coexist and interplay in everyday experiences of doing family” and conceptualize that each family “may perform, its own rituals, stories, social dramas, everyday interactions, and intergenerational transfers” in Figure 1 (page 52) Framework of Identity Interplay in Consumption Practices.
Apply Epp and Price’s (2008: Figure 1) framework to at least one consumption context (e.g. Christmas; New Year; birthdays; choosing a holiday… but you may generate your own examples for contexts; and you may use more than one context), to demonstrate the role that consumption plays in the production of family identity.
Key reading: E
2. Barnhart and Penaloza’s (2013) study on Old Age Identity looks at the conflicts that arise when younger people “position the older person in ways that are at odds with her identity” (e.g. when older consumers attempt to construct not-old identities while their younger family members/ carers positioned them as old subjects). This study illustrates “how conflicts between old subject positioning and identity are triggered and navigated” (p. 1144).
To what extent can Barnhart and Penaloza’s (2013) study be applied to the context of younger consumers (e.g. child or teen identity)? – for instance, when younger consumers attempt to construct ‘grown up/ adult’ identities while
those around them position them as naïve/ child subjects. Using
specific examples, discuss how conflicts between subject positioning and identity might be triggered and navigated (e.g. what strategies might younger consumers use to negotiate conflicts between subject positioning and identity?).