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Bernadette Samau

PhD Research Student

Title of Research: Culture, Clothing and the Extended Self: A comparison of Samoan women in two countries.

Samau, BernadetteQualifications: Bachelor of Business (Tourism & Marketing, AUT), Master of Business Administration (Marketing & Operations Management, AUT)

PhD Start Date: January 2017

Supervisors: Associate Professor Ben Wolliscroft & Dr Alexandra Ganglmair-Wooliscroft


Research Summary: When Belk (1988) introduced the idea of the ‘Extended self’, he stated that ‘we cannot hope to understand consumer behaviour without first gaining some understanding of the meanings that consumers attach to possessions’. Portraying this notion, this research examines the influence of culture in the context of Samoan culture on Samoan womens’ self-expressions through clothing. This research aims to compare Samoan women living in Auckland to Samoan women living in Samoa and employs Hall’s cultural Iceberg Model (1976) and McCracken’s Transfer of Meaning Model (1986) to gain an understanding of the ‘meanings’ that Samoan women associate and allocate to their consumption of different clothing.

Research Interests: Culture and consumer behaviour, culture and tourism development, domestic tourism.