Moralizing Everyday Consumption: The Case of Self-Care

Rachel E Hochstein, Ela Veresiu and Colleen M Harmeling

Journal of Consumer Research, 2025, vol. 52, issue 1, 219-242

Abstract: Morality, appraisals of right and wrong, is central to consumers’ identities and decisions. Even everyday consumption choices can be subject to moral judgments and require moral justifications. When and how do consumers moralize formerly taken-for-granted consumption practices? Considering self-care consumption in the United States, which includes practices that range from bathing to dieting to meditating to vacationing, this article examines the moralization of everyday consumption practices. This research reveals that consumption is likely to be moralized when there are culturally contested meanings of its core constructs, like “self” and “care,” leading cultural authorities to prescribe alternative ways to pursue the same consumption goal (i.e., cultural scripts). Exposure to cultural scripts that clash with consumers’ moral intuitions about self-care consumption triggers moral introspection, an evaluation and re-calibration of those intuitions. Consumers then set moral boundaries of acceptable self-care consumption by (1) denouncing, such that they assume a position of moral righteousness; (2) positioning, to indicate moral inclusivity; (3) balancing, which implies moral licensing; or (4) ritualizing, in which case they express moral autonomy. This study advances consumer research by establishing that moral considerations intertwine with consumers’ identities and underlie the symbolic meanings of everyday consumption practices.

Keywords: moral introspection; morality; practice theory; personal rituals; self-care; well-being (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1093/jcr/ucae056 (application/pdf)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:52:y:2025:i:1:p:219-242.

Access Statistics for this article

Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

More articles in Journal of Consumer Research from Journal of Consumer Research Inc.
Bibliographic data for series maintained by ().