Conform or resist? Immigrant females and consumer empowerment

Worlu, Onyipreye and Lindridge, Andrew (2012). Conform or resist? Immigrant females and consumer empowerment. In: 2012 AMS World Marketing Congress -- Cultural Perspectives in Marketing, 28 Aug - 1 Sep 2012, Atlanta, GA, USA.


This research explores how purchasing choices are renegotiated by immigrant women as they transition in their cultural roles from a wife within a patriarchal consanguine family to a nuclear family based on equality. In particular, by focusing on the immigrant wife we will illustrate how various acts of consumption offer these women not only a means to resist their husband’s patriarchy but also assert their power within family purchases.

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