Social Anchoring: An alternative understanding of migrant consumers' experiences

Anuja Pradhan, Hayley Cocker, Margaret Hogg

Research output: Contribution to conference without publisher/journalPaperResearch


Moving beyond acculturation, we present an alternative understanding of ethnic migrant consumers’ lived experiences by leveraging social anchoring theory, and taking an asset perspective. We identify significant reference points, i.e. social anchors among first-generation middle-class British Indian women. Our phenomenological interview data reveals that in addition to providing psycho-social stability, interactions between social anchors influence ethnic migrant consumers’ wellbeing, hybrid identity projects, and temporal imaginings. Additionally, we develop theoretically relevant categories of social anchors – central, peripheral, structuring, and underpinning – based on our empirical findings.
Original languageEnglish
Publication date2019
Publication statusPublished - 2019
Externally publishedYes
EventConsumer Culture Theory Conference 2019 - Montréal, Canada
Duration: 17. Jul 201919. Jul 2019


ConferenceConsumer Culture Theory Conference 2019


  • British Indians
  • Social Anchoring
  • Migration
  • British Asian
  • Migrants


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