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The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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Globalization tug-of-war: consumption as a site of conflict

Jafari, Aliakbar and Goulding, Christina (2010) Globalization tug-of-war: consumption as a site of conflict. Advances in Consumer Research, 38 (1). ISSN 0098-9258

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Abstract

This study addresses the local-global institutional tensions and consumers' interactions with meanings systems in Iran and highlights how the consolidating forces of the local context clash with globalization dynamics. Two conceptual models are proposed as useful analytical tools to study consumers' multiple interactions with globalization dynamics in contemporary societies.