Shape-Shifters: Exploring Dynamic Culture Through the Shaping of Bicultural Identity

Akon Ekpo, University of Illinois at Chicago, USA
This study explores how the consumption experiences of bicultural consumers shape their identities, specifically seeking the meanings they attach to their bicultural identities. Preliminary findings suggest that shifts between cultures by bicultural individuals are invoked through the social context and interactions among individuals within the consumption setting. Findings from this study potentially have theoretical implications for understanding culture as dynamic (versus static), provide deeper understanding of biculturals as it relates to their consumption experiences, and highlights the potential differences and similarities between different types of consumers.
[ to cite ]:
Akon Ekpo (2011) ,"Shape-Shifters: Exploring Dynamic Culture Through the Shaping of Bicultural Identity", 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: 767-768.