Negotiating liminality following life transitions: Reflexive bricolage and liminal hotspots

Katy Kerrane, Andrew Lindridge, Sally Dibb

    Research output: Contribution to journalArticlepeer-review

    6 Citations (Scopus)
    97 Downloads (Pure)

    Abstract


    Purpose

    This paper aims to investigate how consumption linked with life transitions can differ in its potential to bring about ongoing liminality. By examining how consumers can draw on overlapping systems of resources, different ways in which consumers negotiate ongoing liminality following the transition to motherhood are identified.
    Design/methodology/approach

    The authors conducted an interpretive, exploratory study using in-depth phenomenological interviews with 23 South Asian mothers living in the UK. The sample consisted of mothers at different stages of motherhood.
    Findings

    Following life transitions, consumers may encounter liminal hotspots at the intersection of overlapping systems of resources. The findings examine two liminal hotspots with differing potential to produce ongoing liminality. The study shows how consumers navigate these liminal hotspots in different ways, by accepting, rejecting and amalgamating the resources at hand.
    Research limitations/implications

    The research sample could have been more diverse; future research could examine liminal hotspots relating to different minority groups and life transitions.
    Practical implications

    Marketers need to examine the different ways in which consumers draw on different systems of resources following life transitions. The paper includes implications for how marketers segment, target and market to ethnic minority consumers.
    Originality/value

    Due to increasingly fluid social conditions, there are likely to be growing numbers of consumers who experience ongoing liminality following life transitions. A preliminary framework is presented outlining different ways that consumers negotiate ongoing liminality by drawing on overlapping systems of resources, broadening the understanding of the role that marketplace resources play beyond life transitions.
    Original languageEnglish
    Pages (from-to)1177-1202
    Number of pages26
    JournalEuropean Journal of Marketing
    Volume55
    Issue number4
    Early online date3 Dec 2020
    DOIs
    Publication statusPublished - 7 Apr 2021

    Bibliographical note

    Copyright © and Moral Rights are retained by the author(s) and/ or other copyright owners. A copy can be downloaded for personal non-commercial research or study, without prior permission or charge. This item cannot be reproduced or quoted extensively from without first obtaining permission in writing from the copyright holder(s). The content must not be changed in any way or sold commercially in any format or medium without the formal permission of the copyright holders.

    Keywords

    • Consumption
    • Ethnic minorities
    • Identity
    • Motherhood
    • Transition

    ASJC Scopus subject areas

    • Marketing

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