Living Diversity: Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences For Consumption

This paper demonstrates that in addition to uni-cultural (local, global or foreign/xenophilic) and bi-cultural orientations (glocal in mainstream and host/origin in migrant groups) identified by past research, consumers in culturally diverse marketplaces develop other forms of orientations, internalize multiple (more than two) cultures, and materialize this diversity through consumption.



Citation:

Eva Kipnis, Julie Emontspool, and Amanda J Broderick (2012) ,"Living Diversity: Developing a Typology of Consumer Cultural Orientations in Culturally Diverse Marketplaces: Consequences For Consumption ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 427-435.

Authors

Eva Kipnis, Coventry Business School, UK
Julie Emontspool, University of Southern Denmark
Amanda J Broderick, University of Salford, UK



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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