Onyipreye, E. and Lindridge, A. M.
(2010).
Power dynamics in immigrant families in Britain and its effect on consumption.
In: Association of Consumer Research, Oct 2009, Pittsburgh, pp. 790–791.
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Abstract
This paper explores how culture is used, through consumption, to empower the disenfranchised. Despite the calibre and scope of current literature pertaining to this theme, current research has not fully investigated how marginalised groups use consumption as a means of empowerment. The study investigates how marginalised groups of female immigrants use consumption to empower themselves in a patriarchal home environment. Using in-depth interviews our research examined acts of resistance through consumption we identify how married women consciously use consumption as a form of resistance against culturally construed roles they no longer identify with.
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