| Abstract: | Visitors, travellers and migrants have a range of reactions to ‘crossing culture’, ie moving from one cultural environment to another. This paper reports a two‐stage multi‐method study that examines how visitors' consumer behaviour and use of material possessions influence resolution of cultural fracture during periods of cultural transition. The research consisted of a quantitative survey (n = 598) and a qualitative ethnoconsumerist study of visitors to the UK. Analysis of the survey data shows that nationality is a poor indicator of crossing‐culture experiences. A Six Typology Model of Cultural Fracture identified six cluster groups using combinations of three types of cultural fracture experience: symbolic fracture, emotional fracture and functional fracture. The six clusters vary by consumer behaviour and possession use. The ethnoconsumerist study illustrates that consumer‐related activities and possession used together provide an important resource that visitors can use to make sense of crossing‐culture experiences. Product categories, retail formats and shopping conventions are also implicated in experiences of cultural fracture to varying degrees. The paper concludes by considering the limitations of importing a priori assumptions regarding nationality and ethnic differences in cross‐cultural consumer research, and discusses some of the potential benefits of multi‐method research in this context. Copyright © 2004 Henry Stewart Publications. |
