Suddenly Melungeon! Reconstructing Consumer Identity Across the Color Line

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Research in Consumer Behavior

ISSN: 0885-2111
Series editor(s): Professor Russell W. Belk

Subject Area: Marketing

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Document Information:
Title:	Suddenly Melungeon! Reconstructing Consumer Identity Across the Color Line
Author(s):	Elizabeth C. Hirschman, Donald Panther-Yates
Volume:	11 Editor(s): Russell W. Belk, John F. Sherry ISBN: 978-0-7623-1446-1 eISBN: 978-1-84855-984-4
Citation:	Elizabeth C. Hirschman, Donald Panther-Yates (2007), Suddenly Melungeon! Reconstructing Consumer Identity Across the Color Line, in Russell W. Belk, John F. Sherry (ed.) Consumer Culture Theory (Research in Consumer Behavior, Volume 11), Emerald Group Publishing Limited, pp.241-259
DOI:	10.1016/S0885-2111(06)11011-X (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
Abstract:	The Melungeons, a person-of-color ethnic group dwelling in southern Appalachia, have recently discovered their multi-racial, non-Christian ancestry. We describe the process of ethnogenesis via consumption undertaken by Melungeons to connect their identities to this newfound ancestry. We also examine the social evolution of the Melungeon ethnic label to become a valued personal possession and the public identification of certain physical features as markers of Melungeon ethnicity. It is proposed that these may serve as exemplars for consumer behaviors among other mestizo ethnic groups.