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.

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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.

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