Consumer Acculturation and Competing, Countervailing Taste Structures

Through a qualitative inquiry of Turkish rural to urban immigrants, we examine how acculturation process unfolds when the host culture is characterized by multiple, co-existing, and competing taste structures. We find that migrants draw from set of resources provided by the Islamist habitus and acculturate into an Islamist yet modern urban lifestyle.


Özlem Sandikci, Berna Tari, Olga Kravets, and Sahver Omeraki (2011) ,"Consumer Acculturation and Competing, Countervailing Taste Structures ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Özlem Sandikci, Bilkent University, Turkey
Berna Tari, TOBB University of Economics and Technology, Turkey
Olga Kravets, Bilkent University, Turkey
Sahver Omeraki, Bilkent University, Turkey


NA - Advances in Consumer Research Volume 38 | 2011

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