The Role of Acculturation in the Body Image Perceptions of Immigrants

The aim of this research is to examine the role of acculturation in the body image perceptions of an immigrant community in Australia, namely, Indian-Australians. Acculturation is the process of change an individual experiences moving cultures, during which values, attitudes and societal standards of the new culture can be adopted. Body image is a multi-dimensional construct characterized by perceptions of, attitudes toward, and values about the body. This research builds on existing cross-cultural, body image research by applying a qualitatively assessed and multi-dimensionally constructed perspective of acculturation and utilizing avatars (i.e., digital visual representations of the 'self') to understand perceptions.



Citation:

Anurag Hingorani and Lynne Freeman (2009) ,"The Role of Acculturation in the Body Image Perceptions of Immigrants", 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: 281-282.

Authors

Anurag Hingorani, University of Technology Sydney, School of Marketing, Australia
Lynne Freeman, University of Technology Sydney, School of Marketing, Australia



Volume

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



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