Nurturing Mother and Wife: Re-Examining the Concept of Lifestyle in the Context of Non-Western Consumer Culture.


The concept of lifestyle and values has received much attention in the literature (e.g. Rokeach, 1973, Kahle, 1983 and Schwartz, 1994) but it can be argued that analysis of lifestyle from a non-western perspective is a much neglected area and existing studies in non-western cultures borrow lifestyle frameworks or typologies from the West (e.g. Tai and Tam, 1996, Tai and Tam, 1998), despite calls for lifestyle to be considered within a cultural framework (Holt, 1997; Arnould and Thompson, 2005). Furthermore, little work has been done on gender effects and lifestyle. This paper seeks to redress the balance, albeit in a small way, by arguing for exploration of the concept of lifestyle within a cultural context and presenting a pilot case study to illustrate why this cultural context and gender is so important.


Haslinda Hashim and Helen Woodruffe-Burton (2006) ,"Nurturing Mother and Wife: Re-Examining the Concept of Lifestyle in the Context of Non-Western Consumer Culture.", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 13.


Haslinda Hashim, Department of Marketing, Lancaster University Management School
Helen Woodruffe-Burton, School of Applied Social Sciences and Business Studies, St. Martin’s College


GCB - Gender and Consumer Behavior Volume 8 | 2006

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