Why some South Asian Muslims celebrate Christmas: introducing 'acculturation trade-offs'

Khan, A, Lindridge, A and Pusaksrikit, T (2018) Why some South Asian Muslims celebrate Christmas: introducing 'acculturation trade-offs'. Journal of Business Research, 82. pp. 290-299. ISSN 0148-2963

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Abstract

© 2017. 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.