Articlegreen2012

Acculturation to the global consumer culture: a generational cohort comparison

Jason M. Carpenter · Marguerite M. Moore · Anne Marie Doherty · Nicholas Alexander

70 citations0/0 files storedJournal of Strategic Marketing

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Consumer Behavior in Brand Consumption and Identification Cultural Differences and Values Consumer Behavior and Market Dynamics

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.

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