‘Metacculturation’: Cultural Identity Politics in Greenlandic Food Discourses

Søren Askegaard, University of Southern Denmark, Denmark
Dannie Kjeldgaard, University of Southern Denmark, Denmark
Eric J. Arnould, University of Wyoming, USA
Consumer acculturation refers to processes whereby consumers negotiate their settlement in a different cultural context. Through an analysis of Greenlandic food discourses, we suggest a second order consumer acculturation – ‘metacculturation’ - whereby consumers become reflexive of their own cultural background. This has important implications for cultural identity theorizing in consumer research.
[ to cite ]:
Søren Askegaard, Dannie Kjeldgaard, and Eric J. Arnould (2011) ,"‘Metacculturation’: Cultural Identity Politics in Greenlandic Food Discourses", 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.