Cultural Syncretism and Ramadan Observance: Consumer Research Visits Islam

With the exception of research by Ger, Sandikci and their collaborators, consumer behavior within Islamic cultures has been little investigated. The present study focuses on Ramadan, the Muslim holy month of fasting and self-denial, as it is observed in modern-day Tunisia. We propose that current ritual practices and consumer understsndings of this Islamic tradition represent a syncretic blending of Western and Oriental values amidst a culturally-constructed melange of kinship, capitalism, materialism, ascetism and hedonism.


Mourad Touzani and Elizabeth C. Hirschman (2008) ,"Cultural Syncretism and Ramadan Observance: Consumer Research Visits Islam", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 374-380.


Mourad Touzani, University of Tunis, Tunisia
Elizabeth C. Hirschman, Rutgers University


NA - Advances in Consumer Research Volume 35 | 2008

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