The Commodification of Culture: an Analysis of the Samoan Handicrafts Market

At a crossroads of tradition and modernity, Samoa provides a unique model for the study of authenticity in handicraft consumption. Prior to the introduction of commercialization, Samoan artisans produced handicrafts for communal utilitarian use. An evolving social and market system has since forced these crafts to undergo significant modification. Through ethnographic and qualitative research, vendor and consumer perceptions of authenticity and involvement in the conceptualization of Samoan handicraft products are gauged. Analysis advances previously established frameworks for perceived authenticity by addressing the incorporation of innovative materials into traditional Samoan handicrafts and the reclamation of “tourist products” for “authentic” use by Samoans.


Jessica Lucas (2009) ,"The Commodification of Culture: an Analysis of the Samoan Handicrafts Market", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 352-353.


Jessica Lucas, Austin College, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


H6. The Influence of Anthropomorphized Service Toolkit on Consumer Satisfaction in Service Coproduction

Rocky Peng Chen, Hong Kong Baptist University
Kimmy Chan, Hong Kong Baptist University

Read More


Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition

Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA

Read More


Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.