Journal Article

Home Sweet Messy Home: Managing Symbolic Pollution

Delphine Dion, Ouidade Sabri and Valérie Guillard

in Journal of Consumer Research

Volume 41, issue 3, pages 565-589
Published in print October 2014 | ISSN: 0093-5301
Published online June 2014 | e-ISSN: 1537-5277 | DOI: http://dx.doi.org/10.1086/676922
Home Sweet Messy Home: Managing Symbolic Pollution

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Hanging up our coat, tidying our desk, classifying our books, what meanings do these mundane practices convey? Extending Mary Douglas's work, this article investigates tidiness from the angle of symbolic pollution. Based on photo-elicitation, it shows that, similarly to symbolic pollution described at a macro-social level, tidiness depends on two conditions, namely, a set of classifications and the dangerous transgression of these classifications. However, at a micro-social level, individuals negotiate boundaries between classifications in order to cope with symbolic pollution. Consumers define their domestic classifications through a juxtaposition of micro-practices, which does not necessarily create a hierarchically ordered system but which enables these consumers to avoid anomalies and transgressions. Furthermore, respondents are willing to break tidiness rules on specific occasions because the danger-beliefs associated with transgression are context-dependent. This analysis of tidiness gives new insights into materiality, emphasizing the cultural meaning of ordering one's possessions.

Journal Article.  26118 words.  Illustrated.

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