Accepted author manuscript, 523 KB, PDF document
Available under license: None
Accepted author manuscript, 461 KB, PDF document
Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License
Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Marketing to Liminal Consumers
T2 - Migrant Workers as an Emerging Segment in Transitional Economies
AU - Chu, R.
AU - Fowler, J.G.
AU - Gentry, J.W.
AU - Zhao, X.
PY - 2018/12/1
Y1 - 2018/12/1
N2 - Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.
AB - Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.
KW - acculturation
KW - boundary work
KW - liminality
KW - migrant workers
KW - rural-urban migration
U2 - 10.1177/0276146718802348
DO - 10.1177/0276146718802348
M3 - Journal article
VL - 38
SP - 441
EP - 458
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 4
ER -