The introduction of money into previously non-monetary, alternative economies can lead to many socio-cognitive tensions, if money is perceived as having been imposed from the ‘outside’, and disconnected from traditional ways of life. In this paper, we employ the lens of institutional theory to frame the phenomenon of money-use in remote Indigenous Australia. Through an immersive study in two remote communities, we develop themes of socio-cognitive tensions that arise as a result of disparity in exchange logics governing marketplace exchange in monetary marketplaces vis-a-vis historically non-monetary alternative economies. We draw upon emergent insights, and derive macro-marketing implications for the design of marketplace-literacy education, aimed at alleviating these tensions and enhancing well-being.

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