Cultural pluralism as a consumption behaviour
Demangeot, Catherine and Sankaran, Kizhekepat (2010) Cultural pluralism as a consumption behaviour. In: Australia-New Zealand Marketing Academy Conference, University of Canterbury, 2010-11-29 - 2010-11-30.
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This study investigates the phenomenon of cultural pluralism, defined as a pattern of consumption acts consisting in the adoption of products or consumption practices from several cultures. Initial findings from a qualitative study suggest that while the initial trial of products or practices from different cultures can result from exposure to cultural influences, personal tendencies or life trajectories, their longer-term appropriation is facilitated by resonance between contextual factors and personal dispositions. A spectrum of cultural pluralism is developed, and three markers identified: cultural purists maintain their own culture(s)’ boundaries, rarely venturing beyond; cultural incrementalists appropriate products from different cultures slowly yet enduringly, when they can blend easily with their own culture; cultural experimentalists try many products or practices for their novelty.
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Item type: Conference or Workshop Item(Paper) ID code: 32454 Dates: DateEvent1 December 2010PublishedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 08 Aug 2011 08:59 Last modified: 09 Apr 2024 05:34 Related URLs: URI: https://strathprints.strath.ac.uk/id/eprint/32454