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The Concept of Luxury from a Consumer Culture Perspective 2015

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The Concept of Luxury from a Consumer Culture Perspective 2015 The Concept of Luxury from a Consumer Culture Perspective A thesis submitted to The University of Manchester for the degree of Doctor of Philosophy In the Faculty of Humanities 2015 Tisiruk Potavanich Alliance Manchester Business School Management Sciences and Marketing Division Contents List of Tables ..........................................................................................................8 List of Figures ........................................................................................................9 Abstract ..................................................................................................................10 Declaration ............................................................................................................11 Copyright Statement ..........................................................................................12 Acknowledgement ...............................................................................................13 1 Introduction .................................................................................................... 14 1.1 Background to the Study ............................................................................... 14 1.2 Research Gap ................................................................................................ 16 1.3 Research Aim, Objectives, and Questions .................................................... 17 1.4 Significance of the Study .............................................................................. 18 1.5 Methodology and Research Design .............................................................. 19 1.6 An Overview of the Thesis ........................................................................... 20 2 Literature Review ......................................................................................... 23 2.1 Introduction ................................................................................................... 23 2.2 The Meanings of Luxury ............................................................................... 24 2.2.1 The Meanings of Luxury from a Consumer’s Perspective .................... 27 2.3 The Consumer as the Cultural Producer of the Meanings of Luxury ........... 32 2.4 Practice Theory ............................................................................................. 35 2.4.1 The Development of Practice Theory .................................................... 37 2.4.2 Connecting Practices and Meanings ...................................................... 44 2.5 Consumption Practices Surrounding Luxury Consumption ......................... 50 2.5.1 The Functional Dimension of Luxury Consumption Practices .............. 50 2 2.5.2 The Symbolic Dimension of Luxury Consumption Practices ............... 51 2.5.3 The Experiential Dimension of Luxury Consumption Practices ........... 54 2.5.4 Typology of Consumption Practices ...................................................... 56 2.6 Variations in the Meaning of Luxury and Luxury Consumption Practices Between Consumers ............................................................................................... 62 2.6.1 Cultural Differences ............................................................................... 62 2.6.2 Cultural Capital ...................................................................................... 76 2.7 Chapter Review ............................................................................................. 79 3 Methodology.................................................................................................... 83 3.1 Introduction ................................................................................................... 83 3.2 Choosing a Research Paradigm ..................................................................... 83 3.3 Narrative Theory ........................................................................................... 86 3.3.1 Narrative Theory and Research on Consumer Practices ........................ 87 3.4 Methodology ................................................................................................. 90 3.4.1 Verbal Narrative and Visual Narrative as a Method .............................. 91 3.5 Research Strategy .......................................................................................... 94 3.5.1 Sampling Considerations ....................................................................... 94 3.5.2 Recruitment, Selection and Data Collection Process ............................. 97 3.6 Stage 1: Collage Construction and In-depth Narrative Interviews ............. 105 3.6.1 Collage Construction and Interview Procedure ................................... 106 3.7 Stage 2: Fieldwork in the Participants’ Homes ........................................... 109 3.7.1 Performing Fieldwork in the Participants’ Homes............................... 110 3.8 Transcription ............................................................................................... 114 3 3.9 Data Analysis .............................................................................................. 116 3.9.1 Steps Taken in Data Analysis .............................................................. 116 3.10 Ethical Considerations of the Research ...................................................... 120 3.11 Methodological Reflections ........................................................................ 120 3.11.1 Anxiety about Speaking English as a Second Language ................... 121 3.11.2 The Interview Process ........................................................................ 122 3.11.3 Fieldwork Experiences ....................................................................... 123 3.11.4 Evaluation of the Research................................................................. 123 3.12 Chapter Review ........................................................................................... 126 4 Findings .......................................................................................................... 127 4.1 Introduction ................................................................................................. 127 4.2 Illustrative Case Studies .............................................................................. 128 4.2.1 Alex ...................................................................................................... 131 4.2.2 Lisa ....................................................................................................... 135 4.2.3 James .................................................................................................... 142 4.2.4 Maesa ................................................................................................... 147 4.2.5 Sun ....................................................................................................... 152 4.2.6 Jack ....................................................................................................... 158 4.3 Conceptual Framework Describing Everyday Luxury Consumption Practices in a Cross-cultural Context .................................................................................. 165 4.3.1 Structure and Purpose of Practice ........................................................ 166 4.3.2 Metaphors for Luxury Consumption Practices .................................... 168 4 4.4 Theme 1: Caretaker Practice ....................................................................... 169 4.4.1 Conceptual and Practical Understandings of Caretaker Practice ......... 170 4.4.2 Teleo-affectivity, Rules and Instructions of Caretaker Practice .......... 171 4.4.3 Caretaker Practice and the Meanings of Luxury .................................. 174 4.5 Theme 2: Escapist Practice ......................................................................... 175 4.5.1 Conceptual and Practical Understandings of Escapist Practice ........... 176 4.5.2 Teleo-affectivity, Rules and Instructions of Escapist Practice............. 177 4.5.3 Escapist Practice and the Meanings of Luxury .................................... 182 4.6 Theme 3: Self-transformation Practice ....................................................... 183 4.6.1 Conceptual and Practical Understandings of Self-transformation Practice ..........................................................................................................................183 4.6.2 Teleo-affectivity, Rules and Instructions of Self-transformation Practice ..........................................................................................................................185 4.6.3 Self-transformation Practice and the Meanings of Luxury .................. 187 4.7 Theme 4: Status-based Practice .................................................................. 188 4.7.1 Conceptual and Practical understandings of Status-based Practice ..... 189 4.7.2 Teleo-affectivity, Rules and Instructions of Status-based Practice ...... 193 4.7.3 Status-based Practice and the Meanings of Luxury ............................. 195 4.8 Cultural Observations on Everyday Luxury Consumption Practice ........... 196 4.8.1 Self-understanding ............................................................................... 197 4.8.2 Morality ................................................................................................ 201 4.9 Chapter Review ..........................................................................................
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