Originality/Value of Paper: 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.
The research was funded by Lancaster University Management School.
Mwangi, V., Cocker, H. and Piacentini, M. (2019), "Cognitive Polyphasia, Cultural Legitimacy, and Behavior Change: the Case of the Illicit Alcohol Market in Kenya", Bajde, D., Kjeldgaard, D. and Belk, R. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 20), Emerald Publishing Limited, pp. 103-117. https://doi.org/10.1108/S0885-211120190000020011Download as .RIS
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