To read this content please select one of the options below:

Navigating the Diversity Within

Consumer Culture Theory

ISBN: 978-1-78190-810-5, eISBN: 978-1-78190-811-2

Publication date: 6 December 2013

Abstract

Purpose

This research examines the impact of biculturalism on the decision making, identity perceptions, and consumption patterns of children of parents from different countries of origin and different cultural and ethnic backgrounds (i.e., biculturals from birth).

Methodology

This research uses semi-structured depth interviews with the adult children of binational households. We use our Cross Ball and Jar (CBJ) projective technique, which utilizes a tactile, hands-on sorting and ranking process to facilitate discussion of the multifaceted identities and cultural affiliations of bicultural consumers.

Findings

Our findings reveal that these “true” biculturals, growing up within a bicultural and binational home, have a more fluid, less clear-cut perception of their identity. Four emergent themes are examined: “Openness,” “Splitness,” “Outside the Mainstream,” and “Badge of Honor.”

Research implications

Based on these findings, the complexity of identity perceptions is revealed. Participants’ discussion of their struggles to fit in adds to our efforts to better understand multiculturalism’s impact, an understanding facilitated by the use of our CBJ projective technique.

Originality/value of chapter

This study raises awareness about the consumption behavior of multicultural consumers and their ongoing interaction with mainstream society. Second, our research extends the current literature on multiculturalism and biculturalism, by focusing on this particular type of bicultural consumer. Finally, this research tests the innovative CBJ projective technique, as a simple and flexible interactive tool to assist researchers in exploring complex, multifaceted identities.

Keywords

Acknowledgements

Acknowledgments

The authors would like to acknowledge the Sheth Foundation and Iowa State’s College of Business for their financial support of this research. The first author also acknowledges her family, who inspired this research.

Citation

Cross, S.N.N. and Gilly, M.C. (2013), "Navigating the Diversity Within", Consumer Culture Theory (Research in Consumer Behavior, Vol. 15), Emerald Group Publishing Limited, Leeds, pp. 57-72. https://doi.org/10.1108/S0885-2111(2013)0000015004

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013 Emerald Group Publishing Limited