Mwangi, V.N., Cocker, H.L. and Piacentini, M.G. 2019. Cognitive polyphasia, cultural legitimacy and behaviour change: The case of the illicit alcohol market in Kenya. in: Bajde, D., Kjeldgaard, D. and Belk, R.W. (ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 20) Bingley, United Kingdom Emerald Publishing Limited. pp. 103-117
| Chapter title | Cognitive polyphasia, cultural legitimacy and behaviour change: The case of the illicit alcohol market in Kenya |
|---|---|
| Authors | Mwangi, V.N., Cocker, H.L. and Piacentini, M.G. |
| Editors | Bajde, D., Kjeldgaard, D. and Belk, R.W. |
| Abstract | The chapter highlights the delegitimation of market practices, unlike previous research that focuses on legitimation processes. This chapter also demonstrates how cognitive polyphasia, a scarcely researched concept in consumer research, can induce behavior change. This chapter also contributes to the literature on market/behavior change by revealing potential cultural-cognitive barriers to change. |
| Keywords | Change, Cognitive Polyphasia, Illicit alcohol, Kenya, Legitimacy, Culture |
| Book title | Consumer Culture Theory (Research in Consumer Behavior, Vol. 20) |
| Page range | 103-117 |
| Year | 2019 |
| Publisher | Emerald Publishing Limited |
| Publication dates | |
| Published | 10 Apr 2019 |
| Place of publication | Bingley, United Kingdom |
| ISBN | 9781787542860 |
| 9781787542853 | |
| ISSN | 0885-2111 |
| Digital Object Identifier (DOI) | https://doi.org/10.1108/S0885-211120190000020011 |
| Funder | Lancaster University Management School |