Abstract

This article studies the food acculturation of British corporate expatriates temporarily sent to Toulouse. It relies on field observations, seminal consumer acculturation papers, research on nostalgia and even studies outside of the marketing realm, to determine the motivations of this acculturation. More importantly, based on the study of a specific situation it fleshes out the previous models by the addition of individual migrant traits and new acculturation outcomes enabling to model all types of food acculturations thus enlarging the previous models realm of application.