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Why some South Asian Muslims celebrate Christmas: Introducing 'Acculturation Trade-offs'

Lookup NU author(s): Professor Andrew Lindridge

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Abstract

Research studying religious observance and marketplace interaction in different cultural settings focuses either on the dominant religious group’s consumption rituals or religious minorities own religious consumption rituals. However, research has not explored how religious minority groups celebrate dominant religious holidays. This study explores how Muslims living in Britain apply religiosity to mediate engaging with Christmas celebrations. We argue these interactions must be understood from a religious, cultural and market generated perspective. Our findings indicate that participants encounter tensions surrounding their engagement with Celebrations mediated through their Islamic religious principles. By recognizing this behavior, we introduce the term ‘acculturation trade-offs’ describing how individuals reject, compromise, or submerse themselves in an others’ behavior. This behavior involves a personal evaluation of the costs and benefits of engagement.

Publication metadata

Author(s): Khan A, Lindridge AM, Pusaksrikit T

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2018

Volume: 82

Pages: 290-299

Print publication date: 01/01/2018

Online publication date: 10/10/2017

Acceptance date: 01/07/2017

Date deposited: 13/09/2017

ISSN (print): 0148-2963

ISSN (electronic): 1873-7978

Publisher: Elsevier

URL: https://doi.org/10.1016/j.jbusres.2017.07.023

DOI: 10.1016/j.jbusres.2017.07.023

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