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Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - Acculturation to the global consumer culture: A generational cohort comparison
AU - Carpenter, Jason
AU - Moore, Marguerite
AU - Doherty, Anne Marie
AU - Alexander, Nicholas
PY - 2012
Y1 - 2012
N2 - 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.
AB - 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.
KW - global consumer culture
KW - acculturation
KW - generational cohorts
U2 - 10.1080/0965254X.2012.671340
DO - 10.1080/0965254X.2012.671340
M3 - Journal article
VL - 20
SP - 411
EP - 423
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
SN - 1466-4488
IS - 5
ER -