“Russians Always Wear Red Lipstick”: Acculturation, Identity and Stereotypes

The paper investigates how stereotyping affects consumer acculturation illustrated through the study of Russians living in Stockholm, Sweden. Stereotypes can be seen as subjective positions mutually constructed by Swedes and Russians; positions that operate as a reference points from which people compare/distinguish themselves within consumer acculturation.


Natalia Tolstikova and Susanna Molander (2012) ,"“Russians Always Wear Red Lipstick”: Acculturation, Identity and Stereotypes", 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: 148-152.


Natalia Tolstikova, SUSB, Sweden
Susanna Molander, SUSB, Sweden


NA - Advances in Consumer Research Volume 40 | 2012

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