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.
|Publication status||Published - 2008|
|Event||Consumer Culture Theory Conference - Boston, United States of America|
Duration: 19 Jun 2008 → 22 Jun 2008
|Conference||Consumer Culture Theory Conference|
|City||Boston, United States of America|
|Period||19/06/08 → 22/06/08|
- consumer culture theory
- consumer behaviour
- youth culture
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, .