Globalization Tug-Of-War: Consumption As a Site of Conflict

Aliakbar Jafari, University of Strathclyde, UK
Christina Goulding, Wolverhampton Business School, UK
This study addresses the local-global institutional tensions and consumers’ interactions with meanings systems in Iran and highlights how the consolidating forces of the local context clash with globalization dynamics. Two conceptual models as proposed as useful analytical tools to study consumers’ multiple interactions with globalization dynamics in contemporary societies.
[ to cite ]:
Aliakbar Jafari and Christina Goulding (2011) ,"Globalization Tug-Of-War: Consumption As a Site of Conflict", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.