96 / Journal of Marketing, March 2015

gested that differences in adherence to those predetermined lists and monetary allocations are influenced by income levels and in-store promotions, with consumers employing savings from promotions to purchase additional items on their lists (Stilley, Inman, and Wakefield 2010b). The present research describes a relationship between earmarks, provi- sioning approaches, and consumption goals. How do consumers manage earmarks within and across shopping trips? Further research is required to understand how money flows between earmarks during shopping experiences and the subsequent prioritization of goals within and between shopping experiences across consumption goals.

Exchange is at the heart of marketing, and currency is required for most modern-day exchanges. Notably, much marketing research implicitly assumes that money is fungible and available for utility-maximizing expenditures. Although currency has evolved from metal and paper to plastic cards and key fobs, people still enter the marketplace with their currency with the aim to sate consumption goals. In the present research, I develop a behavioral process of earmarks that provides an explanation as to how money transforms into moral and social resources that influence consumption through four categories of consumption goals. People experience a broad range of consumption experiences across a diverse and growing marketplace, in which currency provides both opportunities and constraints. Given an increasingly complex marketscape, it is vital to continue to develop understanding of the relationship between money and consumption.

Bradford, Tonya Williams (2009), “Intergenerationally Gifted Asset Dispositions,” Journal of Consumer Research, 36 (1), 93–111.

——— (2013), “Earmarking Money and Consumption,” in Research in Consumer Behavior: Consumer Culture Theory , Vol. 15, Russell W. Belk, Linda Price, and Lisa Peñaloza, eds. Bingley, UK: Emerald Books, 167–83.

——— and John F. Sherry Jr. (2013), “Orchestrating Rituals Through Retailers: An Examination of Gift Registry,” Journal of Retailing , 89 (2), 158–75.

Bronfenbrenner, Urie (1986), “Ecology of the Family as a Context for Human Development: Research Perspectives,” Develop- mental Psychology , 22 (6), 723–42.

Cappellini, Benedetta and Elizabeth Parsons (2013), “Practising Thrift at Dinnertime: Mealtime Leftovers, Sacrifice and Family Membership,” Sociological Review, 60 (S2), 121–34.

Chitturi, Ravindra, Rajagopal Raghunathan, and Vijay Mahajan (2008), “Delight by Design: The Role of Hedonic Versus Utili- tarian Benefits,” Journal of Marketing, 72 (May), 48–63.

Cobb, Cathy J. and Wayne D. Hoyer (1986), “Planned Versus Impulse Purchase Behavior,” Journal of Retailing, 62 (4), 384– 409.

Commuri, Suraj and James W. Gentry (2005), “Resource Alloca- tion in Households with Women as Chief Wage Earners,” Jour- nal of Consumer Research , 32 (2), 185–95.

Crockett, David and Melanie Wallendorf (2004), “The Role of Normative Political Ideology in Consumer Behavior,” Journal of Consumer Research , 31 (3), 511–28.

REFERENCES

Appadurai, Arjun (1986), “Introduction: Commodities and the Politics of Value,” in The Social Life of Things: Commodities in Cultural Perspective , Arjun Appadurai, ed. Cambridge, UK: Cambridge University Press, 3–63.

Bagozzi, Richard P. (1975), “Marketing as Exchange,” Journal of Marketing , 39 (October), 32–39. ——— and Utpal Dholakia (1999), “Goal Setting and Goal Striv- ing in Consumer Behavior,” Journal of Marketing, 63 (Special Issue), 19–32.

Bardhi, Fleura and Eric J. Arnould (2005), “Thrift Shopping: Combining Utilitarian Thrift and Hedonic Treat Benefits,” Journal of Consumer Behaviour , 4 (4), 223–33.

Becker, Gary S. (1981), A Treatise on the Family. Cambridge, MA: Harvard University Press. Belk, Russell W. and Janeen A. Costa (1998), “The Mountain Man Myth: A Contemporary Consuming Fantasy,” Journal of Con- sumer Research , 25 (3), 218–40.

——— and Melanie Wallendorf (1990), “The Sacred Meanings of Money,” Journal of Economic Psychology, 11 (1), 35–67. Bell, David R., Daniel Corsten, and George Knox (2011), “From Point of Purchase to Path to Purchase: How Preshopping Factors Drive Unplanned Buying,” Journal of Marketing, 75 (January), 31–45.

Bergadaà, Michelle M. (1990), “The Role of Time in the Action of the Consumer,” Journal of Consumer Research, 17 (3), 289– 302.

Bernthal, Matthew J., David Crockett, and Randall L. Rose (2005), “Credit Cards as Lifestyle Facilitators,” Journal of Consumer Research , 32 (1), 130–45.

Cross, Samantha N.N. and Mary C. Gilly (2014), “Cultural Com- Sherry, John F. (1990), “A Sociocultural Analysis of a Midwestern petence and Cultural Compensatory Mechanisms in Binational

American Flea Market,” Journal of Consumer Research, 17 Households,” Journal of Marketing, 78 (May), 121–39.

(1), 13–30.

Dellande, Stephanie, Mary C. Gilly, and John L. Graham (2004), Simmel, Georg (1978), The Philosophy of Money, David Frisby, “Gaining Compliance and Losing Weight: The Role of the Ser-

ed. New York: Routledge.

vice Provider in Health Care Services,” Journal of Marketing, Stilley, Karen M., J. Jeffrey Inman, and Kirk L. Wakefield (2010a), 68 (July), 78–91.

“Planning to Make Unplanned Purchases? The Role of In-Store Devezer, Berna, David E. Sprott, Eric R. Spangenberg, and Sandor

Slack in Budget Deviation,” Journal of Consumer Research, Czellar (2014), “Consumer Well-Being: Effects of Subgoal

37 (2), 264–78.

Failures and Goal Importance,” Journal of Marketing, 78 ———, ———, and ——— (2010b), “Spending on the Fly: Mental (March), 118–34.

Budgets, Promotions, and Spending Behavior,” Journal of Diamond, Nina, John F. Sherry Jr., Albert Muñiz Jr., Mary A.

Marketing , 74 (May), 34–47.

McGrath, Robert V. Kozinets, and Stefania Borghini (2009), Strauss, Anselm and Juliet Corbin (1998), Basics of Qualitative “American Girl and the Brand Gestalt: Closing the Loop on

Research: Techniques and Procedures for Developing Grounded Sociocultural Branding Research,” Journal of Marketing, 73

Theory . London: Sage Publications. (July), 118–34.

Tauber, Edward M. (1972), “Why Do People Shop?” Journal of Douglas, Mary (1991), “The Idea of a Home: A Kind of Space,”

Marketing , 36 (October), 46–49.

Social Research , 58 (1), 287–307. Thaler, Richard H. (1985), “Mental Accounting and Consumer Epp, Amber M. and Linda L. Price (2011), “Designing Solutions

Choice,” Marketing Science, 4 (3), 199–214. Around Customer Network Identity Goals,” Journal of Mar-

Thompson, Craig J., William B. Locander, and Howard R. keting , 75 (March), 36–54.

Pollio (1989), “Putting Consumer Experience Back into Con- Graeber, David (2011), Debt: The First 5,000 Years. New York:

sumer Research: The Philosophy and Method of Existential- Melville House Publishing.

Phenomenology,” Journal of Consumer Research, 16 (2), 133– Hamilton, Jill B. and Margarete Sandelowski (2003), “Living the

46.

Golden Rule: Reciprocal Exchanges Among African Americans Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink with Cancer,” Qualitative Health Research, 13 (5), 656–74.

(2010), “Trying Harder and Doing Worse: How Grocery Shop- Haws, Kelly and Karen Winterich (2013), “When Value Trumps

pers Track In-Store Spending,” Journal of Marketing, 74 Health in a Supersized World,” Journal of Marketing, 77

(March), 90–104.

(May), 48–64. Wallendorf, Melanie and Eric J. Arnould (1991), “‘We Gather Heath, Chip and Jack B. Soll (1996), “Mental Budgeting and Con-

Together’: Consumption Rituals of Thanksgiving Day,” Jour- sumer Decisions,” Journal of Consumer Research, 23 (1), 40–52.

nal of Consumer Research , 18 (1), 13–31. Hirschman, Elizabeth C. and Morris B. Holbrook (1982), “Hedo-

Wilk, Richard R. (1989), “Decision Making and Resource Flows nic Consumption: Emerging Concepts, Methods and Proposi-

Within the Household: Beyond the Black Box,” in The House- tions,” Journal of Marketing, 46 (July), 92–101.

hold Economy: Reconsidering the Domestic Mode of Produc- Jacoby, Jacob, George J. Szybillo, and Carol K. Berning (1976),

tion , Richard R. Wilk, ed. Boulder, CO: Westview Press, 23– “Time and Consumer Behavior: An Interdisciplinary Overview,”

52.

Journal of Consumer Research , 2 (4), 320–39. ——— (2001), “Consuming Morality,” Journal of Consumer Cul- Maurer, Bill (2006), “The Anthropology of Money,” Annual

ture , 1 (2), 245–60.

Review of Anthropology , 35, 15–36. XO Group Inc. (2014), “03/27/2014: TheKnot.com Releases 2013 McGraw, A. Peter, Philip E. Tetlock, and Orie V. Kristel (2003),

Wedding Statistics,” press release, (accessed January 12, “The Limits of Fungibility: Relational Schemata and the Value

2015), [available at http://www.xogroupinc.com/press-releases- of Things,” Journal of Consumer Research, 30 (2), 219–29.

home/2014-press-releases/2014-03-27-real-weddings-study- Miller, Daniel (1998), A Theory of Shopping. Ithaca, NY: Cornell

average-cost-of-wedding.aspx].

University Press. Zelizer, Viviana A. (1989), “The Social Meaning of Money: ‘Spe- Peñaloza, Lisa and Michelle Barnhart (2011), “Living U.S. Capi-

cial Monies,’” American Journal of Sociology, 95 (2), 342–77. talism: The Normalization of Credit/Debt,” Journal of Con-

——— (1994), The Social Meaning of Money: Pin Money, Pay- sumer Research , 38 (4), 743–62.

checks, Poor Relief, and Other Currencies . New York: Basic Pessemier, Edgar A. (1959), “A New Way to Determine Buying

Books.

Decisions,” Journal of Marketing, 24 (January), 41–46. ——— (2011), Economic Lives: How Culture Shapes the Economy. Rick, Scott I., Deborah A. Small, and Eli J. Finkel (2011), “Fatal

Princeton, NJ: Princeton University Press. (Fiscal) Attraction: Spendthrifts and Tightwads in Marriage,”

——— and Charles Tilly (2007), “Relations and Categories,” Psy- Journal of Marketing Research , 48 (April), 228–37.

chology of Learning and Motivation , 47, 1–31. Roberts, Mary L. and Lawrence H. Wortzel (1979), “New Life- Style Determinants of Women’s Food Shopping Behavior,” Journal of Marketing , 43 (July), 28–39.

Beyond Fungible / 97

96 / Journal of Marketing, March 2015