Cross Generation: Cultural (In)Visibility in the Consumption of Second Generations

The paper illustrates the processes of identity elaboration of second generations in Italy. By questioning the applicability of the traditional models of cultural adaptation for first generations, it opens the door to additional cultural dimensions, including local and ethnic culture, and global and transnational culture. Data help unpack the motivations of cultural (in)visibility for different types of consumptions of second generations. When the cultural rooting of consumption is salient, four instrumental uses of consumption emerge, including consumption as exchange, gift, opposition, and mediation. These patterns document the quest for legitimation for second generations within families and societal contexts.


Luca Visconti (2010) ,"Cross Generation: Cultural (In)Visibility in the Consumption of Second Generations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 10-14 .


Luca Visconti, Bocconi University, Italy


NA - Advances in Consumer Research Volume 37 | 2010

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