Convergence and divergence in consumer behaviour: implications for global advertising

Abstract

One aspect of globalisation is the convergence of income, media and technology, which in turn is expected to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. With converging national wealth there still is substantial variation of consumer behaviour across nations, which is not disappearing. Variation is found in all aspects of consumer behaviour: in consumption of packaged goods, in usage and ownership of durable goods, and in media behaviour. With disappearing differences of GNP per capita, culture is a powerful explaining variable. This paper provides evidence of divergence of consumer behaviour rather than convergence, it describes the influence of culture, how cultural variables can explain variance of consumption, and presents the consequences for international brand management and for global advertising.

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