Key areas/Research interest
I am interested in consumer behavior in emerging markets, so how CCT applies and manifests here. Currently I am working on the role of respect in the consumer value proposition for low income consumers. Related research is in the role of power and powerlessness in terms of the ability to consume in a market where materialism is growing in importance.
Studies have tended to focus on consumer acculturation towards a global consumer culture which has traditionally been characterized as Western. Latterly there has been recognition that the nature of global consumer culture is changing with the rise of the economic powerhouses of the BRICS. Thus the role of identity, its formation and its change, has become increasingly of interest.