This roundtable is the flip side of the roundtable on “Re-appropriation in the Global Consumptionscape” being proposed by Giana Eckhardt, Suffolk University and Soren Askegaard, University of Southern Denmark. In the Eckhardt-Askegaard proposal, the focus is on how Asian and eastern consumption practices are being re-appropriated and re-presented in western settings; and then re-globalized via the west. In this roundtable, we look at the historical and contemporary processes of rapid westernization in Asian consumption settings. Drawing from various interpretive perspectives, the participants in this roundtable explore how strong pressures of westernization commingle with long-established local cultural practices of India and other Asian countries to create hybrid and oft-contradictory consumptionscapes. A special focus of some of the presenters is on the exclusionary impacts of hyperwesternization of subaltern consumers who are left out of the ambit of rapid economic growth. We hope the organizers and reviewers would find both these complementary roundtables of interest.


Julien Cayla, Rohit Varman, and Ruby Dholakia (2009) ,"Participants:", 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: 388-390.


Julien Cayla, Australian Graduate School of Management, Australia
Rohit Varman, Indian Instiute of Management - Calcutta (IIMC), India
Ruby Dholakia, University of Rhode Island, USA


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

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