Abstract
This study explores how macro-level identity myths such as the ‘model minority’, manifest, and influence the lived experiences of ‘privileged’ ethnic migrant consumers such as professional British Indian women. It challenges our accepted norms of ‘dominant’ and ‘dominated’ consumers, and shows the transformation of ethnicity across migrant generations.
Original language | English |
---|---|
Publication date | 2020 |
Publication status | Published - 2020 |
Event | Association for Consumer Research Conference 2020 - Virtual, Paris, France Duration: 30. Sept 2020 → 4. Oct 2020 https://www.acrwebsite.org/web/acr-conference/welcome-new |
Conference
Conference | Association for Consumer Research Conference 2020 |
---|---|
Location | Virtual |
Country/Territory | France |
City | Paris |
Period | 30/09/2020 → 04/10/2020 |
Internet address |
Keywords
- Ethnic identity
- model minority
- consumer myths
- consumer culture theory
- British Indians