Acculturation to global consumer culture: a generational cohort comparison

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

Research output: Contribution to journalArticlepeer-review

37 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)411-423
Number of pages14
JournalJournal of Strategic Marketing
Issue number5
Early online date15 May 2012
Publication statusPublished - 31 Aug 2012


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


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