Cultural pluralism as a consumption behaviour

Catherine Demangeot, Kizhekepat Sankaran

Research output: Contribution to conferencePaper

Abstract

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.

Conference

ConferenceAustralia-New Zealand Marketing Academy Conference, University of Canterbury
CountryNew Zealand
CityChristchurch
Period29/11/1030/11/10

Fingerprint

consumption behavior
pluralism
disposition

Keywords

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

Cite this

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.
Demangeot, Catherine ; Sankaran, Kizhekepat. / Cultural pluralism as a consumption behaviour. Paper presented at Australia-New Zealand Marketing Academy Conference, University of Canterbury, Christchurch, New Zealand.8 p.
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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, 29/11/10 - 30/11/10, .

Cultural pluralism as a consumption behaviour. / Demangeot, Catherine; Sankaran, Kizhekepat.

2010. Paper presented at Australia-New Zealand Marketing Academy Conference, University of Canterbury, Christchurch, New Zealand.

Research output: Contribution to conferencePaper

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N2 - 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.

AB - 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.

KW - cultural pluralism

KW - multi-cultural consumer behaviour

KW - consumption

KW - globalisation

KW - international marketing

KW - qualitative study

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Demangeot C, Sankaran K. Cultural pluralism as a consumption behaviour. 2010. Paper presented at Australia-New Zealand Marketing Academy Conference, University of Canterbury, Christchurch, New Zealand.