Asserting Integration Through Nostalgic Discourses: Acculturation to an International Community

Julie Emontspool, University of Southern Denmark, Denmark
Dannie Kjeldgaard, University of Southern Denmark, Denmark
This paper proposes an exploration of nostalgic acculturation discourses in multicultural settings, asking how consumers integrate institutional expectations in those discourses. We show that instead of exclusively promoting cosmopolitan detachment from home culture, multicultural environments can encourage display of national belonging, expressed in nostalgic discourses about mundane and global products.
[ to cite ]:
Julie Emontspool and Dannie Kjeldgaard (2013) ,"Asserting Integration Through Nostalgic Discourses: Acculturation to an International Community", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.