Locals As Immigrants in German Unification and Acculturation: How Nostalgia Enchants the Former East

Katja H. Brunk, ESMT European School of Management and Technology, Germany
Benjamin J. Hartmann, Jönköping University, Sweden
This project explores the case of acculturation without migration following Germany’s political unification in 1989. We find that enchanting nostalgia can be based on ideological, re-enacted, or re-appropriated meanings of the former GDR’s socialist consumer culture which in turn can facilitate, inhibit or reverse cultural adaptation and subsequently acculturation processes.
[ to cite ]:
Katja H. Brunk and Benjamin J. Hartmann (2013) ,"Locals As Immigrants in German Unification and Acculturation: How Nostalgia Enchants the Former East", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.