To Be American Is to Be Rich: Immigrants Use of Possessions Both in the Us and in Their Native Countries to Convey Consumer Acculturation.

Garrett Coble, Oklahoma State University, USA
Consumer acculturation is a topic that has been investigated in our literature (Oswald 1999; Peñaloza 1994; Thompson and Tambyah 1999). Scholars have sought to better understand the consumer acculturation process in terms of consumption as consumers move from one culture into another (e.g., Thompson and Tambyah 1999; Ustuner and Holt 2007). One question that has arisen is why some product categories are adopted differently than others. This project will investigate this phenomenon from the perspective of immigrant consumers in both their native and host countries’ environments. Initial findings suggest several themes: conspicuous consumption, the American dream, and expectations. Future qualitative work will be proposed.
[ to cite ]:
Garrett Coble (2010) ,"To Be American Is to Be Rich: Immigrants Use of Possessions Both in the Us and in Their Native Countries to Convey Consumer Acculturation. ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 781-781 .