The Open UniversitySkip to content
 

Cultural Role Confusion and Memories of a Lost Identity: How Non-Consumption Perpetuates Marginalisation

Lindridge, Andrew and Dhillon, Kamaldeep (2005). Cultural Role Confusion and Memories of a Lost Identity: How Non-Consumption Perpetuates Marginalisation. Advances in Consumer Research, 32(1) pp. 408–414.

URL: http://search.ebscohost.com/login.aspx?direct=true...
Google Scholar: Look up in Google Scholar

Abstract

Using Indian Punjabi Sikh men living in Britain as our sample group we argue that existing consumer acculturation theories are both limited and inaccurate in their renderings of consumer behaviour. This is illustrated by using a culturally marginalised group who are unable to engage with, let alone negotiate through the use of product consumption, daily interactions between South
Asian and British White cultures. Using an ethno-consumerist methodology, our findings indicate cultural marginality arises from a combination of racism and in-group prejudice. Marginality, we suggest, results in the deliberate, self-destructive, non-engagement with culturally laden consumer objects.

Item Type: Journal Article
ISSN: 0098-9258
Keywords: Acculturation; Consumer Behaviour; Culture; Ethnicity; Self-identity
Academic Unit/Department: Open University Business School
Item ID: 6829
Depositing User: Andrew Lindridge
Date Deposited: 15 Feb 2007
Last Modified: 02 Dec 2010 19:57
URI: http://oro.open.ac.uk/id/eprint/6829
Share this page:

Actions (login may be required)

View Item
Report issue / request change

Policies | Disclaimer

© The Open University   + 44 (0)870 333 4340   general-enquiries@open.ac.uk