Acculturation to the global consumer culture: a generational cohort comparison
- 15 May 2012
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Strategic Marketing
- Vol. 20 (5), 411-423
- https://doi.org/10.1080/0965254x.2012.671340
Abstract
While on a global scale consumers are becoming more homogeneous, as a result of the increasingly globalized marketplace, researchers suggest that consumers within individual countries are becoming more culturally heterogeneous. Consequently, M. Cleveland and J. Laroche (2007. Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60, 249–259) advocate segmenting consumers across markets on the basis of acculturation to the global consumer culture (AGCC) rather than segmenting at the individual country level. In this they anticipate AGCC will reflect demographic characteristics. However, little empirical work exists to validate or challenge the assertion that demographics moderate AGCC. This exploratory study uses generational cohort theory (GCT) to examine the relationships between cohort membership and level of AGCC among a sample of US consumers (N = 492). The findings suggest AGCC does identify differences between cohorts.Keywords
This publication has 18 references indexed in Scilit:
- Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural studyJournal of Business Research, 2010
- Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and OutcomesJournal of International Marketing, 2009
- A social institutional approach to identifying generation cohorts in China with a comparison with American consumersJournal of International Business Studies, 2007
- A comparison of marketing practices: perspectives from first and second generation UK South AsiansInternational Journal of Consumer Studies, 2007
- Acculturaton to the global consumer culture: Scale development and research paradigmJournal of Business Research, 2006
- Cohort segmentationJournal of Business Research, 2003
- Global consumer tendenciesPsychology & Marketing, 2000
- The Relationships between Culture and Service Quality PerceptionsJournal of Service Research, 2000
- Localizing in the Global Village: Local Firms Competing in Global MarketsCalifornia Management Review, 1999
- I'd like to buy the world a coke: Consumptionscapes of the “less affluent world”Journal of Consumer Policy, 1996