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. ISSN 1466-4488

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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:
Journal Article
Journal or Publication Title:
Journal of Strategic Marketing
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/aacsb/disciplinebasedresearch
Subjects:
ID Code:
55434
Deposited By:
Deposited On:
27 Jun 2012 13:34
Refereed?:
Yes
Published?:
Published
Last Modified:
31 Mar 2020 02:23