Broadening the Scope of Consumer Acculturation Theory

The study (selectively) revisits 30 years of consumer acculturation theory to trace the conceptual stabilization of identity projects as largely autarkic, acculturation agents as un-reflexive, and single-perspective (i.e. migrant-centric) ethnographic data as exhaustive, and converts their critique into a systemic model of consumer acculturation that focuses on the inter-cultural, dynamic, and market-mediated facets of consumer acculturation which have gained significance with the rise of cultural globalization.


Marius Lüdicke (2011) ,"Broadening the Scope of Consumer Acculturation Theory", 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.


Marius Lüdicke, University of Innsbruck, Austria


NA - Advances in Consumer Research Volume 38 | 2011

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