Looking For Christmas in a Muslim Country
Consumer research has examined Christmas from several perspectives. Yet the vast majority of these studies have been conducted in Christian North America . Within North America, Christmas has been found to be a major religious festival, an opportunity for riotous consumption, and a sensory-laden holiday. Prior studies have found specific evidence of materialism, generosity, heightened emotionality, and enhanced interpersonal bonding. But we know little of the experience of Christmas in non-Christian cultures. Using interviews collected in Tunisia, we examine how Christmas is constructed by Christians living in a Muslim setting far removed from wintry evergreens. What happens when Santa must ride his sleigh through the sandy desert and Jesus is not viewed by most inhabitants as a holy child? Come and find out!
Mourad Touzani, Elizabeth Hirschman, and Ayalla Ruvio (2009) ,"Looking For Christmas in a Muslim Country", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 210-213.
Mourad Touzani, University of Tunis, Tunisia
Elizabeth Hirschman, Rutgers University, USA
Ayalla Ruvio, University of Haifa, Israel
NA - Advances in Consumer Research Volume 36 | 2009
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