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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.

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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.