Who Am I Here? Care Consumers’ Identity Processes and Family Caregiver Interventions in the Elderscape

Julia Rötzmeier-Keuper and Nancy V Wünderlich

Journal of Consumer Research, 2025, vol. 52, issue 2, 372-392

Abstract: With increasing longevity, the need for institutional elderly care has become commonplace. This study explores the experiences of elderly care consumers in institutional care settings, which we define as the “elderscape”—a heterotopic place shaped by the marketization of care. Drawing from 24 in-depth interviews with elderly care consumers, their family caregivers, and professional caregivers, we present a model of elderly care consumers' navigation patterns and identity processes in the elderscape. The transition to the elderscape often compels elderly consumers to strive to preserve their identities. Boundaries defined by market logic and professional care logic require elderly care consumers to navigate these constraints, sometimes adapting their identities. As a result, distinct navigation patterns emerge: rebuilding personal connections, revaluating possessions, reconsidering activities, and reclaiming space. Furthermore, the identity preservation efforts of elderly care consumers are complicated by the interventions of family caregivers. The findings highlight the dual nature of family caregivers' impact on elderly consumers' identity processes. Depending on their motivations—such as care, obligation, or nostalgia—family caregivers engage in patterned actions that either support or destabilize the elderly consumers' identity processes. This research provides valuable insights for care institutions, family caregivers, and care consumers alike.

Keywords: elder care; care homes; care consumers; heterotopia; institutional logics; identity; family caregivers; interventions; navigation patterns (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:52:y:2025:i:2:p:372-392.

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