Learning the Language of the Market: Contextual Influence and the Use of Code Switching in Online Consumer Acculturation Platforms

This research addresses one form of contextually embedded influence: consumer acculturation agents. These agents, acting within online global forums ,teach immigrants and foreign nationals how to navigate complex market environments. Using a specific socio-linguistic tool, code switching, knowledgeable influencers impart valuable advice to novice consumers about normative American market practices.



Citation:

Hope Jensen Schau, Yan Dang, and Yulei Zhang (2012) ,"Learning the Language of the Market: Contextual Influence and the Use of Code Switching in Online Consumer Acculturation Platforms", 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: 81-84.

Authors

Hope Jensen Schau, Arizona State University, USA
Yan Dang, Northern Arizona University, USA
Yulei Zhang, Northern Arizona University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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