Edited by Özlem Sandıkcı and Gillian Rice
Chapter 7: Consumer Acculturation in Situ: The Continuing Legacy of French Colonization in North Africa
Elizabeth C. Hirschman and Mourad Touzani INTRODUCTION Within the consumer behavior and marketing literatures, virtually all studies on acculturation focus upon the adaptive changes made by an immigrant population having arrived within a new country during the present generation or recent generations (see for example Askegaard et al., 2005; Khan, 1992; O’Guinn et al., 1985; Oswald, 1999; Wallendorf and Reilly, 1983). There are some exceptions in which internal migration from rural to urban settings have been the focus of inquiry (Üstüner and Holt, 2007). Yet this research model does not represent the fullness of acculturation as a concept or as an applied form of social science research. Trimble (2003, p. 4–5), for example, states, ‘Acculturation may well be synonymous with socio-cultural change . . . The concept now is included in the research agenda of psychologists, psychiatrists, sociologists, social workers and educators [as well as anthropologists]’. Viewing acculturation as a framework that extends beyond immigration studies would also bring it into closer alignment with the post-assimilationist perspective recently espoused by Peñaloza (1994), Oswald (1999), Askegaard et al., (2005) and Üstüner and Holt (2007). As Askegaard et al. (2005, p. 160) point out, ‘Post-assimilationist writing challenges the linear acculturation model’ between two cultures. Yet, these authors do not actually explore the full ramifications of their statement, instead using as their point of inquiry ethnic migrants to a nonNorth American country, that is, Inuit immigrants to Denmark. Similarly, Üstüner and Holt (2007) examine the non-linear acculturation responses exhibited by...
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