This study investigates the phenomenon of cultural pluralism, defined as a pattern of consumption acts consisting in the adoption of products or consumption practices from several cultures. Initial findings from a qualitative study suggest that while the initial trial of products or practices from different cultures can result from exposure to cultural influences, personal tendencies or life trajectories, their longer-term appropriation is facilitated by resonance between contextual factors and personal dispositions. A spectrum of cultural pluralism is developed, and three markers identified: cultural purists maintain their own culture(s)’ boundaries, rarely venturing beyond; cultural incrementalists appropriate products from different cultures slowly yet enduringly, when they can blend easily with their own culture; cultural experimentalists try many products or practices for their novelty.
|Number of pages||8|
|Publication status||Published - 1 Dec 2010|
|Event||Australia-New Zealand Marketing Academy Conference, University of Canterbury - Christchurch, New Zealand|
Duration: 29 Nov 2010 → 30 Nov 2010
|Conference||Australia-New Zealand Marketing Academy Conference, University of Canterbury|
|Period||29/11/10 → 30/11/10|
- cultural pluralism
- multi-cultural consumer behaviour
- international marketing
- qualitative study
Demangeot, C., & Sankaran, K. (2010). Cultural pluralism as a consumption behaviour. Paper presented at Australia-New Zealand Marketing Academy Conference, University of Canterbury, Christchurch, New Zealand.