Most consumer research on coping builds from the notion of pursuing self-esteem. However, recent psychological research emphasizes the pursuit of self-compassion as a healthier goal versus the pursuit of self-esteem within coping strategies. Only a minority of consumer research studies discuss self-compassion in relation to coping. Yet, these more recent consumer studies firstly, do not explore the different coping strategies linked to self-compassion even though psychological research suggests that self-compassion involves different components. Secondly, these recent consumer studies do not explore the role of socio-temporal comparisons in self-compassionate coping even though psychological research relates socio-temporal comparisons to self-compassion. This phenomenological study of downwardly mobile consumers identifies different coping strategies that reflect a pursuit of self-compassion and highlights how coping strategies, with a focus on self-compassion, relate to socio-temporal comparisons. The study contrasts and maps consumers' coping strategies in their pursuit of self-esteem and self-compassion. The study contributes to an understanding of consumer coping.

Purpose
This paper aims to examine how ambivalence and intergenerational support intersect with consumption in experiences of sharing within the family.


Design/methodology/approach
Consumer research studies usually use one of two family paradigms (i.e. solidarity and conflict), but the role of ambivalence in family ties is often neglected. This paper examines how ambivalence relates to adult intergenerational support, specifically within the context of sharing, consumption and family identity. In contrast to consumer research studies, sociological studies identify the intersection between intergenerational ambivalence and intergenerational support within family life. This study draws on sociology literature to interpret data from phenomenological interviews with downwardly mobile Greek consumers involved in familial intergenerational support and sharing. The voices of adult recipients and providers of resources are captured, and the transcribed interview texts are analysed using a phenomenological-hermeneutical process.


Findings
Three types of consumer ambivalence were identified that reflected different types of conflicts between consumption choices and different levels of family identity (collective, relational and individual).


Research limitations/implications
Future research should explore ambivalence and family sharing in different family structures and during different transitions. Future research should also investigate how this study’s findings resonate in societies less affected by austerity measures with stronger welfare states that nevertheless experience a rise in intergenerational support.


Originality/value
The study problematises previously somewhat polarised (i.e. positive vs bleak) views of the family in consumer research. Family sharing is highlighted as a major antecedent to consumer ambivalence, and different types of consumer ambivalence within intergenerational relationships within families are conceptualised. This paper proposes an extended typology of coping strategies aligned along a practical–emotional continuum.

Earlier work on identity, self, and consumption identified that desired and undesired selves play a significant role in the important global phenomenon of symbolic consumption, but neglected to investigate and conceptualise the interrelationship between desired and undesired selves and consumption. Phenomenological interviews with Greek women are used to elicit consumption experiences linked to positive and negative aspects of the self. The interrelationships between desired and undesired selves in consumption were characterised by two patterns (first, conflicting, and second, compatible desired and undesired selves) that could be linked to consumers' different strategies. Examining these strategies, we extend previous work on the strategies that consumers use to handle identity issues. Finally, we evaluate this theory building derived from the Greek empirical data within the context of US-generated theory about individuals' ways of dealing with self-coherence issues through symbolic consumption; we identify consumers' sense of baffled self and ambivalence in the emotions surrounding consumption. © 2010 Westburn Publishers Ltd.

Most consumer research on coping builds from the notion of pursuing self-esteem. However, recent psychological research emphasizes the pursuit of self-compassion as a healthier goal versus the pursuit of self-esteem within coping strategies. Only a minority of consumer research studies discuss self-compassion in relation to coping. Yet, these more recent consumer studies firstly, do not explore the different coping strategies linked to self-compassion even though psychological research suggests that self-compassion involves different components. Secondly, these recent consumer studies do not explore the role of socio-temporal comparisons in self-compassionate coping even though psychological research relates socio-temporal comparisons to self-compassion. This phenomenological study of downwardly mobile consumers identifies different coping strategies that reflect a pursuit of self-compassion and highlights how coping strategies, with a focus on self-compassion, relate to socio-temporal comparisons. The study contrasts and maps consumers' coping strategies in their pursuit of self-esteem and self-compassion. The study contributes to an understanding of consumer coping.

Purpose
This paper aims to examine how ambivalence and intergenerational support intersect with consumption in experiences of sharing within the family.


Design/methodology/approach
Consumer research studies usually use one of two family paradigms (i.e. solidarity and conflict), but the role of ambivalence in family ties is often neglected. This paper examines how ambivalence relates to adult intergenerational support, specifically within the context of sharing, consumption and family identity. In contrast to consumer research studies, sociological studies identify the intersection between intergenerational ambivalence and intergenerational support within family life. This study draws on sociology literature to interpret data from phenomenological interviews with downwardly mobile Greek consumers involved in familial intergenerational support and sharing. The voices of adult recipients and providers of resources are captured, and the transcribed interview texts are analysed using a phenomenological-hermeneutical process.


Findings
Three types of consumer ambivalence were identified that reflected different types of conflicts between consumption choices and different levels of family identity (collective, relational and individual).


Research limitations/implications
Future research should explore ambivalence and family sharing in different family structures and during different transitions. Future research should also investigate how this study’s findings resonate in societies less affected by austerity measures with stronger welfare states that nevertheless experience a rise in intergenerational support.


Originality/value
The study problematises previously somewhat polarised (i.e. positive vs bleak) views of the family in consumer research. Family sharing is highlighted as a major antecedent to consumer ambivalence, and different types of consumer ambivalence within intergenerational relationships within families are conceptualised. This paper proposes an extended typology of coping strategies aligned along a practical–emotional continuum.

Earlier work on identity, self, and consumption identified that desired and undesired selves play a significant role in the important global phenomenon of symbolic consumption, but neglected to investigate and conceptualise the interrelationship between desired and undesired selves and consumption. Phenomenological interviews with Greek women are used to elicit consumption experiences linked to positive and negative aspects of the self. The interrelationships between desired and undesired selves in consumption were characterised by two patterns (first, conflicting, and second, compatible desired and undesired selves) that could be linked to consumers' different strategies. Examining these strategies, we extend previous work on the strategies that consumers use to handle identity issues. Finally, we evaluate this theory building derived from the Greek empirical data within the context of US-generated theory about individuals' ways of dealing with self-coherence issues through symbolic consumption; we identify consumers' sense of baffled self and ambivalence in the emotions surrounding consumption. © 2010 Westburn Publishers Ltd.