Please use this identifier to cite or link to this item:
Title: From West to East: British Sojourners’ Acculturation in China
Authors: Yu, Q
Yen, D
Cappellini, B
Wang, C
Keywords: acculturation;sojourner;food consumption;media consumption;British value;Chinese value
Issue Date: 28-Aug-2019
Publisher: Emerald Publishing
Citation: Yu, Q., Yen, D.A., Cappellini, B. and Wang, C.L. (2021) 'From West to East: British sojourners’ acculturation in China', International Marketing Review, 38 (4), pp. 671-689. doi: 10.1108/IMR-12-2018-0362.
Abstract: Purpose The previous literature has often focussed on Asian migrants’ acculturation to western cultures with data collected in the western contexts. The purpose of this paper is to explore western consumers’ acculturation to East Asian cultures and their consumption behaviour, which fulfils the research scarcity in this area. Design/methodology/approach This study was conducted via carrying out in-depth interviews with 18 British sojourners in China, exploring how they acculturated to Chinese culture, with a particular focus on their food and media consumption choices. This study applied inductive qualitative data analysis to build on but explore beyond existing theory. Findings The findings show that British consumers display a diversified acculturation strategy towards different products. They present an integrative approach to food consumption with a negotiable identity to host culture value whilst they adopt a separated approach relating to traditional media consumption, showing a non-negotiable consumption stance. They apply an assimilated approach for pragmatic reasons in terms of social media adoption. Originality/value British sojourners in China hold a different cultural stance in different areas of consumption. The study contributes to existing theory by arguing the complexity of a continuous negotiation process between different value systems in sojourning consumers’ consumption choices, which existing acculturation models have not yet examined. By emphasising the context speciality, the findings give marketers clear marketing implications when targeting sojourning consumers who declare their value stance via consumption practice.
ISSN: 0265-1335
Appears in Collections:Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
FullText.pdfThis author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact kBAdobe PDFView/Open

This item is licensed under a Creative Commons License Creative Commons