The Fallacy of a Pure Sample: Beyond the Myth of Cultural Homogeneity in Immigrant Consumer Acculturation Research

A current fixation with ‘pure’ ethno-national samples is based on a myth of cultural homogeneity which still operates in immigrant consumer acculturation research today. Moving beyond this myth, this paper emphasizes that consumers are embedded in multiple webs of belonging, as illustrated by Southeast Asian immigrants in New Zealand.



Citation:

Angela Cruz and Margo Buchanan-Oliver (2012) ,"The Fallacy of a Pure Sample: Beyond the Myth of Cultural Homogeneity in Immigrant Consumer Acculturation Research", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 117-120.

Authors

Angela Cruz, The University of Auckland, New Zealand
Margo Buchanan-Oliver, The University of Auckland, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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