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Full-Text Articles in Business
Consuming Digital Technologies To Enact Identities: An Exploratory Study Among Mothers, Meera Venkatraman
Consuming Digital Technologies To Enact Identities: An Exploratory Study Among Mothers, Meera Venkatraman
Journal of Applied Marketing Theory
This manuscript explores mothers’ consumption of digital technologies to enact their individual, relational, and familial identities. Using multi-method qualitative research techniques including phenomenological interviewing, image- based auto-elicitation, and home visits, it finds mothers purposefully consume digital technologies to negotiate, construct, and enact identities. Specifically, mothers use a repertoire of four appropriation strategies: mastering, partnering, domesticating, and avoiding. Mastery is a multi- year project in which mothers enroll in digital educational programs, qualify, and create new professional identities. In domestication, mothers assert themselves on technology managing their inclusion/exclusion in the time and spaces of family life, thereby enacting parental identities. In …
Impact Of Acculturation And Internal And External Influences On Food Consumption Behavior Among Asian American Ethnic Groups, Ryan W. Kota, Sindy Chapa
Impact Of Acculturation And Internal And External Influences On Food Consumption Behavior Among Asian American Ethnic Groups, Ryan W. Kota, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2018
Retail food sales in the United States surpassed $5 trillion annually in 2015 and this number is on the rise. As a growing industry, it is important to understand what factors influence consumption. In this paper, the authors report on data collected from an ethnic segment that is growing in terms of overall population and spending power in the U. S.; Asian Americans. Through analyses of internal and external influences, and measurement of acculturation across 1,284 respondents, the authors are able to suggest that more acculturated individuals are more prone to be influenced by external factors (i.e., other foods and …