Consumer Ethnic Identity: the Implications of Short Term Exposure to a Similar Culture

Positioned within the field of consumer culture theory, this research contributes to one of the key questions on marketplace cultures: does a short exposure to a host trans-national consumer culture result in the negotiation of new consumer ethnic identities? Our findings suggest that, even in a short period of time and in a comparable cultural and linguistic environment, both agentic (self-driven) and structural (imposed circumstances) forces have an impact on consumer ethnic identities.


Helene Cherrier, Caroline Munoz, and Natalie Wood (2009) ,"Consumer Ethnic Identity: the Implications of Short Term Exposure to a Similar Culture", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 847-847.


Helene Cherrier, Luiss University, Italy
Caroline Munoz, Fairleigh Dickinson University, USA
Natalie Wood, Saint Joseph's University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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