‘Hello, Mummy' Does your Underwear Reflects your Life Course?: Towards a CCT Oriented Understanding of Age and Consumer Behavior

  • Per Østergaard (Lecturer)

Activity: Talks and presentationsTalks and presentations in private or public companies



Among the products most of us consume every day, underwear is a category with the broadest and deepest cultural meanings. This study is based on qualitative in-depth interviews with women, ages 22 through 56, about their underwear consumption. The focus is on how consumers use consumption to negotiate life stage identities. The analysis indicates that the underwear consumption is not based on chronological or cognitive age. Rather, underwear consumption is part of a socially constructed and individually negotiated age positioning. A traditional perspective of age has limitation in analyzing these phenomena. It is the goal of the study to use the sociology of life course as a theoretical framing of the gendered and age-related underwear consumption to contribute to a necessary theoretical revision and modification of the treatment of age in consumer research.

Emneord: Consumer behaviour, consumer culture, gender
Period12. Jun 2009
Event titleFourth Annual Consumer Culture Theory Conference (CCT4)
Event typeConference
LocationAnn Arbor, MI., United States


  • Consumer behaviour, consumer culture, gender