Revisiting the Cultural Identity Model: Sojourners on the Fringe

Revisiting the Cultural Identity Model: Sojourners’ Negotiations of Identity and Consumption Experiences

Siok Kuan Tambyah and Raymond Chng

National University of Singapore


This research explores the relationship between cultural identity and the readjustment process by revisiting the cultural identity model (Sussman 2000, 2002). This model proposes four identity shifts: affirmative, subtractive, additive, and global, each with a different repatriation outcome. Through in-depth interviews with Singaporean sojourners on their readjustment and consumption experiences, we examine how their cultural identities are negotiated, and also propose two more identity shifts. A resistive identity shift was identified when the sojourners displayed resistance to changes in the cultural environment. A marginal identity shift emerged when sojourners demonstrated no affinity to either the host or home cultures.


Siok Tambyah and Raymond Chng (2006) ,"Revisiting the Cultural Identity Model: Sojourners on the Fringe", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 464-465.


Siok Tambyah, National University of Singapore
Raymond Chng, National University of Singapore


NA - Advances in Consumer Research Volume 33 | 2006

Share Proceeding

Featured papers

See More


Semantic Processes in Memory-Based Consumer Decision Making

Sudeep Bhatia, University of Pennsylvania, USA

Read More


J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats

Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA

Read More


R5. Autonomy or Enjoyment? The Contingent Nature of Brand Ritual

Yaxuan Ran, Zhongnan University of Economics and Law
Echo Wen Wan, 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.