Navigating the primordial soup: charting the lived worlds of the migrant consumer Available to Purchase

Examines two important streams of migrant consumer research, specifically the contributions made by the study of cultural values and migrant acculturation. Noting the inadequacies of focusing on just one single perspective, reports an interpretative research conducted with ethnic Chinese migrant consumers. Emergent themes are extracted to illustrate the lived worlds of migrant consumers as they negotiate their way in a new society.