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Postassimilationist Ethnic Consumer Research: Qualifications and Extensions

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  • Sren Askegaard
  • Eric J. Arnould
  • Dannie Kjeldgaard

Abstract

Data collected among Greenlandic immigrants in Denmark fuel a critical examination of the postassimilationist model of ethnic consumer behavior in a non-North American context. We find that Greenlandic consumer acculturation is broadly supportive of the postassimilationist model. However, acculturative processes in the Danish context lead immigrants to adopt identity positions not entirely consistent with those reported in previous postassimilationist consumer research. Further, we identify transnational consumer culture as an acculturative agent not identified in previous research on consumer ethnicity and question the performative model of culture swapping. Finally, the analysis supports ideas about postassimilationist ethnicity as culture consumed. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Sren Askegaard & Eric J. Arnould & Dannie Kjeldgaard, 2005. "Postassimilationist Ethnic Consumer Research: Qualifications and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 160-170, June.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:1:p:160-170
    DOI: 10.1086/426625
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