International Festivals: Reverse Acculturation Or the Peddling of Ethnicity
Every year thousands of people attend International festivals. Why do individuals attend these international festivals? Research efforts have concentrated on understanding the acculturation of immigrants, yet there is a paucity of research on “reverse acculturation.” We investigate “reverse acculturation” within the context of international festivals. Utilizing data from 650 surveys, we find there are gender differences with regards to the motivations to attending these festivals. Further, we find that the need to “experience the other” is one of the primary motivations for participating in these festivals. We suggest that reverse acculturation might explain the motivation for continuance participation in these festivals.
L Wakiuru Wamwara-Mbugua (2008) ,"International Festivals: Reverse Acculturation Or the Peddling of Ethnicity", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 972-972.
L Wakiuru Wamwara-Mbugua, Wright State University
NA - Advances in Consumer Research Volume 35 | 2008
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA
With or Without You: When Second Person Pronouns Engage Listeners
Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
Paper Box or Plastic bag? Structural Package Design Elements Affect Health Perception and Consumption.
Joyce De Temmerman, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium