To Be American Is to Be Rich: Immigrants Use of Possessions Both in the Us and in Their Native Countries to Convey Consumer Acculturation.
Consumer acculturation is a topic that has been investigated in our literature (Oswald 1999; Peñaloza 1994; Thompson and Tambyah 1999). Scholars have sought to better understand the consumer acculturation process in terms of consumption as consumers move from one culture into another (e.g., Thompson and Tambyah 1999; Ustuner and Holt 2007). One question that has arisen is why some product categories are adopted differently than others. This project will investigate this phenomenon from the perspective of immigrant consumers in both their native and host countries’ environments. Initial findings suggest several themes: conspicuous consumption, the American dream, and expectations. Future qualitative work will be proposed.
Garrett Coble (2010) ,"To Be American Is to Be Rich: Immigrants Use of Possessions Both in the Us and in Their Native Countries to Convey Consumer Acculturation. ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 781-781 .
Garrett Coble, Oklahoma State University, USA
NA - Advances in Consumer Research Volume 37 | 2010
Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons
Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
The Neutral Face of Blue: How Color Can Make Consumers Stay Sensitive
Sung Hee Wendy Paik, University of Oregon, USA
Jiao Zhang, University of Oregon, USA
Aparna Sundar, University of Oregon, USA