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Acculturation to the global consumer culture: a generational cohort comparison
| Content Provider | Scilit |
|---|---|
| Author | Carpenter, Jason Moore, Marguerite Doherty, Anne Marie Alexander, Nicholas |
| Copyright Year | 2012 |
| Description | Journal: Journal of Strategic Marketing 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. |
| Related Links | https://eprints.lancs.ac.uk/id/eprint/55434/1/10.pdf https://core.ac.uk/download/pdf/6181911.pdf |
| Ending Page | 423 |
| Page Count | 13 |
| Starting Page | 411 |
| ISSN | 0965254X |
| e-ISSN | 14664488 |
| DOI | 10.1080/0965254x.2012.671340 |
| Journal | Journal of Strategic Marketing |
| Issue Number | 5 |
| Volume Number | 20 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2012-05-15 |
| Access Restriction | Open |
| Subject Keyword | Journal: Journal of Strategic Marketing Business and Management Global Consumer Culture Acculturation Generational Cohorts |
| Content Type | Text |
| Subject | Strategy and Management Marketing |
