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Journal of Promotional Communications

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Published

2015-04-23

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Vol. 3 No. 1 (2015)

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Articles

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Exploring the Post-Recession Experiences of the ‘Cocooning’ Consumer: The Importance of Core Values and Rituals

Suzanne Slaughter

Georgiana Grigore

Abstract

This paper explores the experiences of ‘cocooners’; consumers who are continuing to perform behaviours as the economic crisis eases. These behaviours were considered as necessity during the peak of the recession. Drawing on nine phenomenological interviews, this paper investigates how effects of recession and transitional periods in life heighten consumer price consciousness, attachment to finances, and the desire for a simpler life. Ritual-like activities took the place of many experiences that would happen outside the home in stores, cinemas and restaurants, in order to return to core values of relationships with family and the creation of things for the self. The paper does not attempt to categorise consumers based upon the severity of their adaptations to spending or consumption behaviour, instead explores their experiences inside and outside the home. Discussion provides a description of the characteristics of the cocooning consumer.

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