IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v65y2012i4p490-496.html
   My bibliography  Save this article

Postmodern paradoxes in Thai-Asian consumer identity

Author

Listed:
  • Tiwsakul, Rungpaka Amy
  • Hackley, Chris

Abstract

Much research on consumption and identity is framed by a Western perspective, and cast in terms of the de-coupling of identity from class within a fluid postmodern consumer culture. Little of this work engages with the subjective Asian experience in a cross-cultural context. We explore this theme through an inter-subjective, introspective analysis based on the jointly reconstructed experiences of the first author, a Thai national living and working in the UK for 8years, and her UK born-husband and co-researcher. The study feeds into research areas focusing on identity dilemmas faced by immigrants to the West, and on Asian culture and religion in relation to Western modes of consumption. Our analysis shows that consumption acts as a site for exposing both cross- and intra-cultural dilemmas of identity, and also for resolving them.

Suggested Citation

  • Tiwsakul, Rungpaka Amy & Hackley, Chris, 2012. "Postmodern paradoxes in Thai-Asian consumer identity," Journal of Business Research, Elsevier, vol. 65(4), pages 490-496.
    • Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:490-496
    DOI: 10.1016/j.jbusres.2011.02.027
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311000609
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2011.02.027?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wallendorf, Melanie & Brucks, Merrie, 1993. "Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 339-359, December.
    2. Ritson, Mark & Elliott, Richard, 1999. "The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 260-277, December.
    3. Gould, Stephen J, 1995. "Researcher Introspection as a Method in Consumer Research: Applications, Issues, and Implications: Comments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(4), pages 719-722, March.
    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    5. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    6. Firat, A Fuat & Venkatesh, Alladi, 1995. "Liberatory Postmodernism and the Reenchantment of Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 239-267, December.
    7. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    8. Holbrook, Morris B., 2005. "Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection," Journal of Business Research, Elsevier, vol. 58(1), pages 45-61, January.
    9. Gould, Stephen J, 1991. "The Self-Manipulation of My Pervasive, Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 194-207, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ulusoy, Ebru, 2016. "Experiential responsible consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 284-297.
    2. Higgins, Leighanne & Hamilton, Kathy, 2016. "Mini-miracles: Transformations of self from consumption of the Lourdes pilgrimage," Journal of Business Research, Elsevier, vol. 69(1), pages 25-32.
    3. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.
    4. Ma, Jieqiong & Hong, JungHwa & Yoo, Boonghee & Yang, Jie, 2021. "The effect of religious commitment and global identity on purchase intention of luxury fashion products: A cross-cultural study," Journal of Business Research, Elsevier, vol. 137(C), pages 244-254.
    5. Chau-kiu Cheung & Raymond Chan & Wing-chung Ho, 2014. "Feeling Close to Fellow Citizens in Hong Kong, Korea, Taiwan, and Thailand," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 119(1), pages 25-48, October.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hart, Andrew & Kerrigan, Finola & vom Lehn, Dirk, 2016. "Experiencing film: Subjective personal introspection and popular film consumption," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 375-391.
    2. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    3. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    4. Earl, Peter E., 2001. "Simon's travel theorem and the demand for live music," Journal of Economic Psychology, Elsevier, vol. 22(3), pages 335-358, June.
    5. Muhammad Waqas & Zalfa Laili Hamzah & Noor Akma Mohd Salleh, 2022. "Branded content experience in social media settings: a consumer culture theory perspective," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 225-240, March.
    6. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    7. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    8. Béji-Bécheur, Amina & Özçağlar-Toulouse, Nil & Zouaghi, Sondes, 2012. "Ethnicity introspected: Researchers in search of their identity," Journal of Business Research, Elsevier, vol. 65(4), pages 504-510.
    9. DeBerry-Spence, Benét, 2010. "Making theory and practice in subsistence markets: An analytic autoethnography of MASAZI in Accra, Ghana," Journal of Business Research, Elsevier, vol. 63(6), pages 608-616, June.
    10. Ulusoy, Emre, 2016. "Subcultural escapades via music consumption: Identity transformations and extraordinary experiences in Dionysian music subcultures," Journal of Business Research, Elsevier, vol. 69(1), pages 244-254.
    11. Pilar Rojas Gaviria, 2012. "Three essays on how sharing and consuming support home place reconnection in contemporary liquid times," ULB Institutional Repository 2013/209597, ULB -- Universite Libre de Bruxelles.
    12. Takhar-Lail, Amandeep & Chitakunye, Pepukayi, 2015. "Reflexive introspection: Methodological insights from four ethnographic studies," Journal of Business Research, Elsevier, vol. 68(11), pages 2383-2394.
    13. Schembri, Sharon, 2009. "Reframing brand experience: The experiential meaning of Harley-Davidson," Journal of Business Research, Elsevier, vol. 62(12), pages 1299-1310, December.
    14. Skandalis, Alexandros & Byrom, John & Banister, Emma, 2019. "Experiential marketing and the changing nature of extraordinary experiences in post-postmodern consumer culture," Journal of Business Research, Elsevier, vol. 97(C), pages 43-50.
    15. Stefano Pace, 2013. "Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self," Journal of Business Ethics, Springer, vol. 112(1), pages 25-46, January.
    16. Bernd Schmitt & J Joško Brakus & Alessandro Biraglia, 2022. "Consumption Ideology [Ideology and Terror: A Novel Form of Government]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 74-95.
    17. Koronaki, Eirini & Kyrousi, Antigone G. & Panigyrakis, George G., 2018. "The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 406-413.
    18. Holbrook, Morris B., 2005. "Customer value and autoethnography: subjective personal introspection and the meanings of a photograph collection," Journal of Business Research, Elsevier, vol. 58(1), pages 45-61, January.
    19. Emile, Renu, 2011. "Retrospection on the impact of Wallendorf and Brucks' "Introspection in consumer research: Implementation and implications"," Journal of Business Research, Elsevier, vol. 64(2), pages 194-198, February.
    20. Krisjanous, Jayne & Maude, Robyn, 2014. "Customer value co-creation within partnership models of health care: an examination of the New Zealand Midwifery Partnership Model," Australasian marketing journal, Elsevier, vol. 22(3), pages 230-237.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:490-496. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.