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Acculturation to the global consumer culture: A generational cohort comparison

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Acculturation to the 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, 2012, p. 411-423.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Carpenter, J, Moore, M, Doherty, AM & Alexander, N 2012, 'Acculturation to the global consumer culture: A generational cohort comparison', Journal of Strategic Marketing, vol. 20, no. 5, pp. 411-423. https://doi.org/10.1080/0965254X.2012.671340

APA

Carpenter, J., Moore, M., Doherty, A. M., & Alexander, N. (2012). Acculturation to the global consumer culture: A generational cohort comparison. Journal of Strategic Marketing, 20(5), 411-423. https://doi.org/10.1080/0965254X.2012.671340

Vancouver

Author

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

Bibtex

@article{5d56408c7a734c9c9107378c63582545,
title = "Acculturation to the global consumer culture: A generational cohort comparison",
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.",
keywords = "global consumer culture, acculturation, generational cohorts",
author = "Jason Carpenter and Marguerite Moore and Doherty, {Anne Marie} and Nicholas Alexander",
year = "2012",
doi = "10.1080/0965254X.2012.671340",
language = "English",
volume = "20",
pages = "411--423",
journal = "Journal of Strategic Marketing",
issn = "0965-254X",
publisher = "Routledge",
number = "5",

}

RIS

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 - 0965-254X

IS - 5

ER -