Acculturation, Religion and Consumption in Normative Political Ideology

Andrew Lindridge, Open University Business School, Germany
Using a sample group of sixteen, construct equivalent, British born Indian women, (six Hindus, six Sikhs and four Muslims) we argue that religion as an acculturation variable is often over simplified. Instead, through our participants’ narratives, we demonstrate and argue that instead religion, through acculturation, should be seen as a normative political ideology.
[ to cite ]:
Andrew Lindridge (2009) ,"Acculturation, Religion and Consumption in Normative Political Ideology", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 16-19.