Living Diversity: Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences For Consumption

Eva Kipnis, Coventry Business School, UK
Julie Emontspool, University of Southern Denmark
Amanda J Broderick, University of Salford, UK
This paper demonstrates that in addition to uni-cultural (local, global or foreign/xenophilic) and bi-cultural orientations (glocal in mainstream and host/origin in migrant groups) identified by past research, consumers in culturally diverse marketplaces develop other forms of orientations, internalize multiple (more than two) cultures, and materialize this diversity through consumption.
[ to cite ]:
Eva Kipnis, Julie Emontspool, and Amanda J Broderick (2012) ,"Living Diversity: Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences For Consumption ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 427-435.