Globalization tug-of-war: consumption as a site of conflict

Aliakbar Jafari, Christina Goulding

Research output: Contribution to journalArticle


This study addresses the local-global institutional tensions and consumers' interactions with meanings systems in Iran and highlights how the consolidating forces of the local context clash with globalization dynamics. Two conceptual models are proposed as useful analytical tools to study consumers' multiple interactions with globalization dynamics in contemporary societies.
Original languageEnglish
JournalAdvances in Consumer Research
Issue number1
Publication statusPublished - 2010


  • local-global institutions
  • consumers
  • interaction
  • Iran
  • globalization
  • contemporary societies

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