Why Does Consumer Acculturation Cause Trouble?

Event Date: 28 April 2016

Time: 2pm

Location: 506b, Cathedral Wing

Speaker: Dr Marius K. Luedicke

Abstract: For two decades, consumer acculturation researchers have studied the process by which immigrants accommodate to foreign consumer cultures. Authors typically approached the subject either from an individual perspective (i.e. studied the immigrants’ experiences and practices), or from a structural perspective (i.e. studied the surrounding cultural conditions). The present study broadens this view by approaching consumer acculturation as a more interactive process that requires a constant reconfiguration of ethnic group relationships. I draw on a case study from rural Austria as empirical evidence, and a Fiskenian relational models theory as an analytical lens, to show how local consumers interpret certain immigrant consumption practices as violations of sacrosanct relational rules and expectations. The study contributes to a better understanding of social group conflict between immigrants and locals, and extends consumer acculturation and racism theory.

Biography: Dr. Marius K. Luedicke is a reader in marketing at Cass Business School, City University London. Previously he was the founding director of the Swarovski Brand Research Laboratory at the University of Innsbruck. His research explores the dynamics of consumer culture and branding with a particular focus on conflict and moralism. His work has been published in journals such as Consumption Markets and Culture, Psychology & Marketing, and the Journal of Consumer Research, of which he is also an editorial review board member. His research has been discussed in various international media including the New York Times, Huffington Post, and Wired.

Tea, coffee and cakes will be provided from 1.30pm.

Please confirm your attendance with Christina MacLean.

Published: 6 April 2016