The Impact of Societal Conditions on Migrants’ Consumer Acculturation Prospects

This paper contributes to consumer acculturation research by focusing on macro-conditions over time. Challenging the rather pessimistic and static portrait of consumer acculturation conditions in extant literature, our study theorizes four types of societal conditions which shape migrant consumers’ acculturation prospects: interest, inharmony, indifference, and influence.


Sonja N. Kralj and Michael Paul (2021) ,"The Impact of Societal Conditions on Migrants’ Consumer Acculturation Prospects", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 336-337.


Sonja N. Kralj, University of Augsburg
Michael Paul, University of Augsburg


NA - Advances in Consumer Research Volume 49 | 2021

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