1 Department of Marketing & Management, Faculty of Business and Social Sciences, SDU2 Consumption, Culture and Commerce, Department of Marketing & Management, Faculty of Business and Social Sciences, SDU3 Department of Marketing & Management, Faculty of Business and Social Sciences, SDU4 Consumption, Culture and Commerce, Department of Marketing & Management, Faculty of Business and Social Sciences, SDU
Purpose – The purpose of this article is to investigate consumption discourses in contexts characterized by multiple cultures and intercultural contacts, as multicultural contacts and multiple migrations challenge existing consumer acculturation models based on a dualistic process of acculturation. This chapter explores empirically the character of cultural reflexivity and its expression in consumers’ discourses. Given that nostalgia is one prominent dimension of the migration conceptualization, we seek to understand how the role of nostalgia changes in contexts where consumers are decreasingly territorially embedded agents. Methodology – The study rests on in-depth analysis of migrant narratives from two research phases. While the first phase encompasses in-depth interviews, the second one combines interviews and observations to provide a depiction of intercultural contact within the micro cosmos of a multicultural apartment. Findings – The findings of this chapter illustrate how migrants develop different nostalgic discourses, to either (re-)appropriate the Expatriate as defined by James (1999), or to appropriate global consumptionscapes through nostalgia for the routine. Research implications – On the basis of these findings, the article discusses cultural reflexivity in terms of naturalization and cultivation narratives (Wilk, 1999), proposing shifts between reflexive and routinized consumption practices as basis for consumers’ cultural reflexivity. Originality/value of chapter – The contribution of this chapter is firstly a contextualized and empirically grounded definition of cultural reflexivity. Secondly, it demonstrates that migrants’ consumption discourses revolve more around disruptions of routines than around acculturation processes. Thirdly, the chapter illustrates the use of nostalgia for emotional valorization of cultures beyond classical home cultural authenticity discourses.