Cultural Role Confusion and Memories of a Lost Identity: How Non-Consumption Perpetuates Marginalisation

Andrew Lindridge, Manchester Business School, The University of Manchester
Kamaldeep Dhillon, Kings College London
ABSTRACT - Using Indian Punjabi Sikh men living in Britain as our sample group we argue that existing consumer acculturation theories are both limited and inaccurate in their renderings of consumer behaviour. This is illustrated by using a culturally marginalised group who are unable to engage with, let alone negotiate through the use of product consumption, daily interactions between South Asian and British White cultures. Using an ethno-consumerist methodology, our findings indicate cultural marginality arises from a combination of racism and in-group prejudice. Marginality, we suggest, results in the deliberate, self-destructive, non-engagement with culturally laden consumer objects.
[ to cite ]:
Andrew Lindridge and Kamaldeep Dhillon (2005) ,"Cultural Role Confusion and Memories of a Lost Identity: How Non-Consumption Perpetuates Marginalisation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 408-414.