Acculturated in Homeland: Consumer Culture in Morocco

For ten years, Moroccan consumers have been acculturated to global consumer culture in their homeland. Conditions for consumer culture development are indeed fulfilled in Morocco’s main cities: product availability, purchasing power and willingness to consume. Through ethnographic study, we observed three relation modes and implications of global consumer culture. Relation modes are similar to assimilation, hyperculture and pendulum of post-assimilationist model(Askegaard, Arnould and Kjeldgaard, 2005). At individual level, personal gratification, identity affirmation and expression of social status are particularly salient. At family level, nuclear families emerge and women role changes. At societal level, consumption guides time perception and attitudes towards religious celebrations are changing.


Dr Marie-Hélène Fosse-Gomez, Delphine Godefroit-Winkel , and Dr. Nil Özçağlar-Toulouse (2011) ,"Acculturated in Homeland: Consumer Culture in Morocco", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 581-582.


Dr Marie-Hélène Fosse-Gomez, Univ. Lille Nord de France - Lille School of Management Research Center; France
Delphine Godefroit-Winkel , Univ. Lille Nord de France - Lille School of Management Research Center; France
Dr. Nil Özçağlar-Toulouse, Univ. Lille Nord de France - Lille School of Management Research Center; France


E - European Advances in Consumer Research Volume 9 | 2011

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