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27 September 2012

Packaging Oneself for the Package Store

I have two beer stores that I now frequent, one for my high-brow purchases (e.g. Bell's Two Hearted Ale), the other for my low-brow purchases (e.g. PRB). Both are within about a mile of my home. It sounds like a silly practice, especially since the high-brow store carries virtually all the beers that the low-brow store does. Purchasing low-brow beer at the high-brow store, however, could endanger my definition of self there so I don't do it. Consumer behaviors are moments for presentation-of-self that display cultural capital. We all may be increasingly cultural omnivores, but that doesn't mean we're comfortable eating meat in front of our vegan friends.

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