Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices

Research output: Contribution to conferencePaper

Abstract

In this paper, I examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on the analysis of qualitative data, collected through participatory observation and in-depth interviews with 28 individuals in Tehran and Karaj, I conceptualize cultural globalization as an intercultural learning process. I demonstrate how, through its influx and intrinsic reflexivity, cultural globalization inserts change on these individuals' perception of self and identity and, consequently, everyday life consumption practices and lifestyle choices. I propose a model that explains the reflexive mechanism of cultural globalization in a developing country like Iran and conclude the paper with a call for further research into the dynamics of globalization and consumers' identity projects in both developed and developing countries.

Conference

ConferenceConsumer Culture Theory Conference
CityBoston, United States of America
Period19/06/0822/06/08

Fingerprint

intercultural learning
young adult
globalization
developing country
reflexivity
Iran
everyday life
learning process
interview

Keywords

  • consumer culture theory
  • consumer behaviour
  • marketing
  • globalization
  • identity
  • youth culture
  • Iran

Cite this

Jafari, A. (2008). Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .
Jafari, Aliakbar. / Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .
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abstract = "In this paper, I examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on the analysis of qualitative data, collected through participatory observation and in-depth interviews with 28 individuals in Tehran and Karaj, I conceptualize cultural globalization as an intercultural learning process. I demonstrate how, through its influx and intrinsic reflexivity, cultural globalization inserts change on these individuals' perception of self and identity and, consequently, everyday life consumption practices and lifestyle choices. I propose a model that explains the reflexive mechanism of cultural globalization in a developing country like Iran and conclude the paper with a call for further research into the dynamics of globalization and consumers' identity projects in both developed and developing countries.",
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note = "Consumer Culture Theory Conference ; Conference date: 19-06-2008 Through 22-06-2008",

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Jafari, A 2008, 'Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices' Paper presented at Consumer Culture Theory Conference, Boston, United States of America, 19/06/08 - 22/06/08, .

Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices. / Jafari, Aliakbar.

2008. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .

Research output: Contribution to conferencePaper

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T1 - Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices

AU - Jafari, Aliakbar

PY - 2008

Y1 - 2008

N2 - In this paper, I examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on the analysis of qualitative data, collected through participatory observation and in-depth interviews with 28 individuals in Tehran and Karaj, I conceptualize cultural globalization as an intercultural learning process. I demonstrate how, through its influx and intrinsic reflexivity, cultural globalization inserts change on these individuals' perception of self and identity and, consequently, everyday life consumption practices and lifestyle choices. I propose a model that explains the reflexive mechanism of cultural globalization in a developing country like Iran and conclude the paper with a call for further research into the dynamics of globalization and consumers' identity projects in both developed and developing countries.

AB - In this paper, I examine the consumption practices of young adult Iranians in the context of cultural globalization. Based on the analysis of qualitative data, collected through participatory observation and in-depth interviews with 28 individuals in Tehran and Karaj, I conceptualize cultural globalization as an intercultural learning process. I demonstrate how, through its influx and intrinsic reflexivity, cultural globalization inserts change on these individuals' perception of self and identity and, consequently, everyday life consumption practices and lifestyle choices. I propose a model that explains the reflexive mechanism of cultural globalization in a developing country like Iran and conclude the paper with a call for further research into the dynamics of globalization and consumers' identity projects in both developed and developing countries.

KW - consumer culture theory

KW - consumer behaviour

KW - marketing

KW - globalization

KW - identity

KW - youth culture

KW - Iran

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Jafari A. Globalisation and intercultural learning: young adult Iranians' consumption practices and lifestyle choices. 2008. Paper presented at Consumer Culture Theory Conference, Boston, United States of America, .