Model Citizens of the Empire: Mythology, Ethnic Identification, and British Indian Women

This study explores how macro-level identity myths such as the ‘model minority’, manifest, and influence the lived experiences of ‘privileged’ ethnic migrant consumers such as professional British Indian women. It challenges our accepted norms of ‘dominant’ and ‘dominated’ consumers, and shows the transformation of ethnicity across migrant generations.


Anuja Pradhan, Margaret Kathleen Hogg, and Hayley Cocker (2020) ,"Model Citizens of the Empire: Mythology, Ethnic Identification, and British Indian Women", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1195-1195.


Anuja Pradhan, University of Southern Denmark, Denmark
Margaret Kathleen Hogg, Lancaster University, UK
Hayley Cocker, Lancaster University, UK


NA - Advances in Consumer Research Volume 48 | 2020

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