Acculturation to global consumer culture: a generational cohort comparison

Jason Carpenter, Marguerite Moore, Anne Marie Doherty, Nicholas Alexander

Research output: Contribution to journalArticle

10 Citations (Scopus)

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.
LanguageEnglish
Pages411-423
Number of pages14
JournalJournal of Strategic Marketing
Volume20
Issue number5
Early online date15 May 2012
DOIs
Publication statusPublished - 31 Aug 2012

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Cohort
Consumer culture
Acculturation
Demographic characteristics
Business research
Scale development
Research paradigms
Exploratory study
Consumer markets
Demographics

Keywords

  • acculturation
  • global consumer culture
  • generational cohorts
  • generational cohort
  • comparison

Cite this

Carpenter, Jason ; Moore, Marguerite ; Doherty, Anne Marie ; Alexander, Nicholas. / Acculturation to global consumer culture : a generational cohort comparison. In: Journal of Strategic Marketing. 2012 ; Vol. 20, No. 5. pp. 411-423.
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Acculturation to global consumer culture : a generational cohort comparison. / Carpenter, Jason; Moore, Marguerite ; Doherty, Anne Marie; Alexander, Nicholas.

In: Journal of Strategic Marketing, Vol. 20, No. 5, 31.08.2012, p. 411-423.

Research output: Contribution to journalArticle

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