Liminality in Recessionary Times – The Male View

As an environmental factor contributing to consumer vulnerability (e.g. Baker et al., 2005), the recession is an appropriate context in which to explore the temporal impact on European austerity-burdened consumers. In view of... [ view full abstract ]

As an environmental factor contributing to consumer vulnerability (e.g. Baker et al., 2005), the recession is an appropriate context in which to explore the temporal impact on European austerity-burdened consumers. In view of the scant attention in the marketing discipline given to consumer vulnerability in the context of austerity and the particular lack of focus on male vulnerability, this study aims to explore the liminal vulnerability experienced by male consumers affected by austerity. Using a purposive sample of 11 European male respondents taken across a range of demographics including age, income and lifecycle, this qualitative study uses the theory of liminality (Turner, 1974; Van Gennep, 1960[1906]) to explore the nature of male vulnerability. Preliminary findings indicate that psychological and financial vulnerabilities are experienced throughout the stages of separation, transition and re-aggregation which impact upon male identities, responsibilities and expectations. Such liminal vulnerability experienced through austerity also leads to feelings of alienation and “outsiderhood”, and communitas involving solidarity and comradeship with others affected by austerity. This research advances our understanding of both vulnerability and the nature of liminality experienced by European males.