9D Performing Pro-Sociality in the Face of Paradox: How Do Consumers Navigate Normative Ideologies While Participating in Prosocial Projects?

Although scholars have explicated pro-social motivations, the ideological complexity involved in such projects remains ignored. Qualitatively studying the Syrian refugee resettlement in Canada, the current project explicates how competing ideologies influence consumers engaging in pro-sociality. Preliminary findings explain consumers conducting ideological hybridization, having theoretical and practical implications for stakeholders involved.



Citation:

Shahzeb Jafri and Eileen Fischer (2019) ,"9D Performing Pro-Sociality in the Face of Paradox: How Do Consumers Navigate Normative Ideologies While Participating in Prosocial Projects?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 975-975.

Authors

Shahzeb Jafri, York University, Canada
Eileen Fischer, York University, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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