Consumer Acculturation As a Dialogical Process: Case Studies From Rural-To-Urban Migrants in Turkey

Ozlem Sandikci, Bilkent University
Ahmet Ekici, Bilkent University
Berna Tari, Bilkent University
Drawing from a dialogical model of consumer acculturation, and using the case study method, this study explores how rural-to-urban migrants in Turkey negotiate their cultural identities through consumption practices related to the body and physical appearance. The results suggest that not only the informants’ notions and practices of physical appearance and body are different, but also their self-concepts and cultural adaptation strategies vary. Rural-to-urban immigrants can negotiate their identities through the use of a combination of adaptation strategies not only because there is no one immigrant culture out there, but also because there is no one fixed host culture to which one tries to adapt.
[ to cite ]:
Ozlem Sandikci, Ahmet Ekici, and Berna Tari (2006) ,"Consumer Acculturation As a Dialogical Process: Case Studies From Rural-To-Urban Migrants in Turkey", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 429-434.