Cultural pluralism as a consumption behaviour

Catherine Demangeot, Kizhekepat Sankaran

Research output: Contribution to conferencePaperpeer-review


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.
Original languageEnglish
Number of pages8
Publication statusPublished - 1 Dec 2010
EventAustralia-New Zealand Marketing Academy Conference, University of Canterbury - Christchurch, New Zealand
Duration: 29 Nov 201030 Nov 2010


ConferenceAustralia-New Zealand Marketing Academy Conference, University of Canterbury
Country/TerritoryNew Zealand


  • cultural pluralism
  • multi-cultural consumer behaviour
  • consumption
  • globalisation
  • international marketing
  • qualitative study


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