Learning the Language of the Market: Contextual Influence and the Use of Code Switching in Online Consumer Acculturation Platforms

Hope Jensen Schau, Arizona State University, USA
Yan Dang, Northern Arizona University, USA
Yulei Zhang, Northern Arizona University, USA
This research addresses one form of contextually embedded influence: consumer acculturation agents. These agents, acting within online global forums ,teach immigrants and foreign nationals how to navigate complex market environments. Using a specific socio-linguistic tool, code switching, knowledgeable influencers impart valuable advice to novice consumers about normative American market practices.
[ to cite ]:
Hope Jensen Schau, Yan Dang, and Yulei Zhang (2012) ,"Learning the Language of the Market: Contextual Influence and the Use of Code Switching in Online Consumer Acculturation Platforms", 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: 81-84.