Acculturation and sociological ambivalence of British in China

From the theoretical perspective, based on the consumer culture theory, the aim of the research is to challenge the existing acculturation framework and develop a new model based on the understanding that an individual’s acculturation is fluid in terms of time and product. From the practical perspective, the research aims to generate findings that can contribute to key stakeholders in the society and to provide better civil services or public products to migrants, e.g. government policy makers dealing with migrants or businesses that target migrants.