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Postmodern paradoxes in Thai-Asian consumer identity


  • Tiwsakul, Rungpaka Amy
  • Hackley, Chris


Much research on consumption and identity is framed by a Western perspective, and cast in terms of the de-coupling of identity from class within a fluid postmodern consumer culture. Little of this work engages with the subjective Asian experience in a cross-cultural context. We explore this theme through an inter-subjective, introspective analysis based on the jointly reconstructed experiences of the first author, a Thai national living and working in the UK for 8years, and her UK born-husband and co-researcher. The study feeds into research areas focusing on identity dilemmas faced by immigrants to the West, and on Asian culture and religion in relation to Western modes of consumption. Our analysis shows that consumption acts as a site for exposing both cross- and intra-cultural dilemmas of identity, and also for resolving them.

Suggested Citation

  • Tiwsakul, Rungpaka Amy & Hackley, Chris, 2012. "Postmodern paradoxes in Thai-Asian consumer identity," Journal of Business Research, Elsevier, vol. 65(4), pages 490-496.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:490-496
    DOI: 10.1016/j.jbusres.2011.02.027

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    References listed on IDEAS

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    8. Holbrook, Morris B., 2005. "Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection," Journal of Business Research, Elsevier, vol. 58(1), pages 45-61, January.
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    Cited by:

    1. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.
    2. Chau-kiu Cheung & Raymond Chan & Wing-chung Ho, 2014. "Feeling Close to Fellow Citizens in Hong Kong, Korea, Taiwan, and Thailand," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 119(1), pages 25-48, October.
    3. Ulusoy, Ebru, 2016. "Experiential responsible consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 284-297.
    4. Higgins, Leighanne & Hamilton, Kathy, 2016. "Mini-miracles: Transformations of self from consumption of the Lourdes pilgrimage," Journal of Business Research, Elsevier, vol. 69(1), pages 25-32.

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    Asian; Identity; Thai; Consumption; Cultural; Autoethnography;


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