Consumer Ethnic Identity: the Implications of Short Term Exposure to a Similar Culture

Helene Cherrier, Luiss University, Italy
Caroline Munoz, Fairleigh Dickinson University, USA
Natalie Wood, Saint Joseph's University, USA
Positioned within the field of consumer culture theory, this research contributes to one of the key questions on marketplace cultures: does a short exposure to a host trans-national consumer culture result in the negotiation of new consumer ethnic identities? Our findings suggest that, even in a short period of time and in a comparable cultural and linguistic environment, both agentic (self-driven) and structural (imposed circumstances) forces have an impact on consumer ethnic identities.
[ to cite ]:
Helene Cherrier, Caroline Munoz, and Natalie Wood (2009) ,"Consumer Ethnic Identity: the Implications of Short Term Exposure to a Similar Culture", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 847-847.