Renegotiating the Patriarchal Bargain and the Embodiment of Womanhood

Andrew Lindridge, The Open University Business School, UK
Omnipreye Worlu, The Open University Business School, UK
Lisa Penaloza, KEDGE Business School, France
Nigerian migrant women in Britain are shown to use consumption to renegotiate culturally gendered body and related roles. Roles that had previously been within their marital patriarchal bargain are actively challenged and renegotiated, through consumption. Our findings also indicate the boundaries that gender and the body are negotiatable within acculturation.
[ to cite ]:
Andrew Lindridge, Omnipreye Worlu, and Lisa Penaloza (2013) ,"Renegotiating the Patriarchal Bargain and the Embodiment of Womanhood", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.