Cognitive polyphasia, cultural legitimacy and behaviour change: The case of the illicit alcohol market in Kenya

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. pp. 103-117

Chapter titleCognitive polyphasia, cultural legitimacy and behaviour change: The case of the illicit alcohol market in Kenya
AuthorsMwangi, V.N., Cocker, H.L. and Piacentini, M.G.
EditorsBajde, 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.

KeywordsChange, Cognitive Polyphasia, Illicit alcohol, Kenya, Legitimacy, Culture
Book titleConsumer Culture Theory (Research in Consumer Behavior, Vol. 20)
Page range103-117
Year2019
PublisherEmerald
Publication dates
Published10 Apr 2019
Place of publicationBingley, United Kingdom
ISBN9781787542860
9781787542853
ISSN0885-2111
Digital Object Identifier (DOI)https://doi.org/10.1108/S0885-211120190000020011

Related outputs

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Mwangi, V. Cocker, H. and Piacentini, M. G., 2018. Social representations, legitimacy and market change. Consumer Culture Theory Conference. University of Southern Denmark, Odense 28 Jun 2018 - 01 Jul 2020

The framing of moral dilemmas in the marketplace: The case of inequality in the illicit alcohol market in Kenya
Mwangi, V. 2018. The framing of moral dilemmas in the marketplace: The case of inequality in the illicit alcohol market in Kenya. Lancaster University Faculty of Arts and Social Sciences July 2018 Intellectual Party. Lancaster University Jul 2018 Lancaster University FASS.

Social representations and social conflict in the marketplace: The “war” against illicit alcohol in Kenya
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