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Benjamin Diabah

Photo of Benjamin Diabah

Research student

You can email Benjamin Diabah directly; but for media enquiries please contact a member of The Open University's Media Relations team.

Biography

Ben has previously worked as a Marketing Manager in a Marketing Communications Agency and in the Intellectual Property section of the Registrar Generals Department, Ghana. His professional experience in the above sectors has naturally endeared him to issues relating to Culture, Identity, and Consumer Behaviour.

He graduated with a First Class Honours degree in Marketing from the Ghana Institute of Management and Public Administration (GIMPA).
 

Current research

Ethnic Minority Community’s Engagement with Other Groups through Consumption: Resist, Negotiate or Succumb?

Extant marketing and consumer behaviour literature shows that previous studies have focused on how ethnic minorities acculturate to the dominant population, often reflected in how cultural adaption and negotiation (i.e. acculturation) manifests through consumption (e.g. Penaloza, 1994; Jamal et al., 2000; Seitz, 1998). However, no marketing and consumer behaviour studies have looked at an ethnic minority community's engagement with British White society and other ethnic groups in Britain.

As a result, I adopt a multiple acculturation perspective to study how an ethnic minority community engages with White British society and other ethnic groups in Britain through consumption. In other words, I seek to explore how an ethnic minority community in Britain uses consumption opportunities to continually renegotiate, challenge, and repeat historical and cultural biases with other groups in their daily interactions.
 

Supervisors