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New publication with visiting scientist

© Australian Marketing Journal

Article on "City, Consumption and Interculturalism: How Cities Can Facilitate Consumer Acculturation" by Dr. Sorush Sepehr, Prof- Dr. Hartmut H. Holzmüller and Dr. Philip J. Rosenberger published in the Australasian Marketing Journal.

Supported by a DAAD research fellowship in 2018, Dr. Sepehr has produced a series of in-depth case studies as a visiting researcher at TU Dortmund University. In doing so, he has looked at processes of identity development, which is an essential component of the integration of individuals with a migration background into a society.

For example, the results of the study show that the city as a living space is much more important in the sense of belonging than the emotional attachment to Germany. States tend to be abstract entities and it is obviously much more difficult to identify with them. The view is increasingly moving away from a more traditional view of multiculturalism, which strives for an equal opportunity coexistence of ethnic groups, but tends to overlook emotional aspects, such as a sense of belonging to and acceptance of the country's culture. The findings that the public living space of the city plays a much more important role in efforts to achieve greater integration than the abstract concept of "the state" has interesting consequences for politics and administration. The study results encourage city governments and social initiatives to organize festivals and events in public spaces that are attractive to all segments of the population.

Link to the article