The role of identity in disposal: Lessons from mothers’ disposal of children’s possessions

This study uses depth interviews with mothers about their disposal of children’s possessions to craft a new understanding of the role of identity in disposal. Our study asks: How does identity influence the disposal process of ordinary possessions? A disposal identity continuum of keepers and discar...

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Bibliographic Details
Published in:Marketing Theory 2011-12, Vol.11 (4), p.435-454
Main Authors: Phillips, Barbara J., Sego, Trina
Format: Article
Language:English
Subjects:
Children & youth
Consumer behavior
Decision making
Identity
Mothers
Studies
Waste disposal
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Summary:This study uses depth interviews with mothers about their disposal of children’s possessions to craft a new understanding of the role of identity in disposal. Our study asks: How does identity influence the disposal process of ordinary possessions? A disposal identity continuum of keepers and discarders emerged from the data. This new understanding suggests that disposal involves decisions regarding the match of possession to mother, partner, child, and family identities. When disposal identities lead to conflict between the actors in the disposal decision, decision makers use coping strategies such as subterfuge, avoidance, forced choice, and training/discussion. In addition, the disposal process can lead to negative emotional outcomes such as ambivalence and guilt for both keepers and discarders.
ISSN:1470-5931
1741-301X
DOI:10.1177/1470593111418794