The concept of acculturation has been based on the assumption of an adaptation process,
whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host …

Purpose The purpose of this paper is to challenge service researchers to design for service
inclusion, with an overall goal of achieving inclusion by 2050. The authors present service …

Consumer vulnerability is a sometimes misunderstood or misused concept that is equated
erroneously with demographic characteristics, stigmatization, consumer protection, unmet …

A perennial problem in social marketing and public policy is the plight of at-risk consumers.
The authors define at-risk consumers as marketplace participants who, because of historical …

We offer a genealogical perspective on the reflexive critique that consumer culture theory
(CCT) has institutionalized a hyperindividualizing, overly agentic, and sociologically …

Adapting to consumers from another culture is a quintessential task for marketers in the
global marketplace. This research investigates marketers' processes of multicultural learning …

This study joins a rapidly growing body of research that investigates the multi‐faceted
impacts of the Covid‐19 pandemic on consumers' behavior. Specifically, we examine how …

This paper extends our understanding of the symbolic and experiential value of shopping.
By exploring the narratives of consumers with visual impairments, consumer normalcy is …

Consumer acculturation theorists have developed an insightful body of literature about the
ways in which migrants adapt to foreign cultures via consumption. The present paper revisits …

The social technologies of the web permit new techniques of research to emerge, often with
novel ethical challenges. One such technique is digital ethnography. While there is a robust …