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Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices

Jafari, Aliakbar (2008) Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices. In: Consumer Culture Theory Conference, 2008-06-19 - 2008-06-22, Boston, United States of America.

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Abstract

In this paper, I examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on the analysis of qualitative data, collected through participatory observation and in-depth interviews with 28 individuals in Tehran and Karaj, I conceptualize cultural globalization as an intercultural learning process. I demonstrate how, through its influx and intrinsic reflexivity, cultural globalization inserts change on these individuals' perception of self and identity and, consequently, everyday life consumption practices and lifestyle choices. I propose a model that explains the reflexive mechanism of cultural globalization in a developing country like Iran and conclude the paper with a call for further research into the dynamics of globalization and consumers' identity projects in both developed and developing countries.

Item type: Conference or Workshop Item (Paper)
ID code: 7425
Keywords: consumer culture theory, consumer behaviour, marketing, globalization, identity, youth culture, Iran, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Strathprints Administrator
Date Deposited: 16 Jan 2009 12:55
Last modified: 04 Oct 2012 17:08
URI: http://strathprints.strath.ac.uk/id/eprint/7425

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