What Happens When Consumers Acculturate to Multiple Cultural Contexts?

Bernardo Figueiredo, University of New South Wales, Australia
Julien Cayla, Australian School of Business UNSW, Australia
We examine the consequences of consumers’ multi-acculturation – a process whereby circulating consumers acculturate to multiple cultural contexts. We reveal the development of high cultural reflexivity through four different aspects of cultural awareness. We also find an idiosyncratic spiral notion of time. Implications for consumer research are discussed.
[ to cite ]:
Bernardo Figueiredo and Julien Cayla (2011) ,"What Happens When Consumers Acculturate to Multiple Cultural Contexts?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 409-410.