On the Limits of Immigrants’ Market-Mediated Social Mobility

In his sweeping critique of the social outcasts of modernity, Zygmunt Bauman portrays Western marginalized consumers as stuck in an existential quandary between urgent calls for cultural adaptation, and effective access to key socio-cultural capital. We empirically investigated the market-specific aspects of this socio-cultural constellation focusing on why and how certain practices of consumption and market participation endow immigrant consumers effectively with higher status recognition, while others rather evoke status-defying behaviors of their local peers. The research yields empirical support for Bauman’s diagnosis, for instance, when migrants are discriminated through brand discourses, but also reveals viable paths for upward social mobility for immigrant consumers.



Citation:

Marius K. Luedicke and Elisabeth A. Pichler (2011) ,"On the Limits of Immigrants’ Market-Mediated Social Mobility", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 31-34.

Authors

Marius K. Luedicke, University of Innsbruck, Austria
Elisabeth A. Pichler, University of Innsbruck, Austria



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources

Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada

Read More

Featured

Presidential Address

Stacy Wood, North Carolina State University

Read More

Featured

Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.