City Research Online

Liquid Consumption

Bardhi, F. and Eckhardt, G.M. (2017). Liquid Consumption. Journal of Consumer Research, doi: 10.1093/jcr/ucx050

Abstract

This paper introduces a new dimension of consumption as liquid or solid. Liquid consumption is defined as ephemeral, access based and dematerialized, while solid consumption is defined as enduring, ownership based and material. Liquid and solid consumption are conceptualized as existing on a spectrum, with four conditions leading to consumption being liquid, solid, or a combination of the two: relevance to the self, the nature of social relationships, accessibility to mobility networks, and type of precarity experienced. Liquid consumption is needed to explain behavior within digital contexts, in access-based consumption, and in conditions of global mobility. It highlights a consumption orientation around values of flexibility, adaptability, fluidity, lightness, detachment, and speed. Implications of liquid consumption for the domains of attachment and appropriation, the importance of use value, materialism, brand relationships and communities, identity, prosumption and the prosumer, and big data, quantification of the self and surveillance are discussed. Lastly, managing the challenges of liquid consumption and its effect on consumer welfare are explored.

Publication Type: Article
Additional Information: This is a pre-copyedited, author-produced PDF of an article accepted for publication in Journal of Consumer Research following peer review. The version of record of Bardhi, F. & Eckhardt, G.M. (2017). Liquid Consumption. Journal of Consumer Research will be available online at: https://doi.org/10.1093/jcr/ucx050.
Publisher Keywords: liquid consumption, digital, access-based consumption, dematerialization, ephemerality, Bauman
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Departments: Cass Business School > Management
URI: http://openaccess.city.ac.uk/id/eprint/17014
[img]
Preview
Text - Accepted Version
Download (586kB) | Preview

Export

Downloads

Downloads per month over past year

View more statistics

Actions (login required)

Admin Login Admin Login