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Acculturation to the global consumer culture: A generational cohort comparison

Carpenter, Jason and Moore, Marguerite and Doherty, Anne Marie and Alexander, Nicholas (2012) Acculturation to the global consumer culture: A generational cohort comparison. Journal of Strategic Marketing, 20 (5). pp. 411-423.

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    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 acrossmarkets 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 demographicsmoderateAGCC. 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.

    Item Type: Article
    Journal or Publication Title: Journal of Strategic Marketing
    Uncontrolled Keywords: global consumer culture ; acculturation ; generational cohorts
    Subjects: H Social Sciences > HF Commerce
    Departments: Lancaster University Management School > Marketing
    ID Code: 55434
    Deposited By: ep_importer_pure
    Deposited On: 27 Jun 2012 14:34
    Refereed?: Yes
    Published?: Published
    Last Modified: 09 May 2013 12:34
    Identification Number:
    URI: http://eprints.lancs.ac.uk/id/eprint/55434

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