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The opposing viewpoint is that consumerism is wasteful and greedy and encourages consumption for its own sake. To identify the model, Steenkamp and De Jong (2010) place theory-based restrictions on the discrimination parameters. Studying behavioral consequences of GCC and LCC has been one of the most active research domains in international marketing (see Table 1). In addition, the importance of creating a culture- oriented personality for brands in providing competitive advantage and brand loyalty is not ignorable. Given this insight and the fact that managers can most easily take action based on sociodemographic information, we can conclude that GCCP ads are likely to be most effective when the brand’s target segment consists of younger, better educated people from upper-middle and higher social classes, whereas LCCP ads are most effective when the target segment is mainly older and lower educated consumers. For the localization response, the opposite is true. Cultural Influences On Consumer Behavior - Cultural Influences On Consumer Behavior Culture: Is the accumulation of shared meanings, rituals, norms, and traditions among the members of an organization or society. Researchers using Likert-type measurement instruments derive construct scores for AGCC and ALCC using either (weighted) factor scores or (unweighted) summated scores. Acculturation models are often applied to explain how individuals differ in their response to new (“host”) cultures that they physically enter (e.g., immigrants). First, I organize and synthesize the rapidly growing body of research of GCC and LCC (Figure 1). Market globalization has increased rapidly in the last few decades. Respondents evaluated up to four randomly chosen brands on a 16-item brand equity measurement instrument, which covers four components of brand equity: esteem, differentiation, relevance, and energy (Lehmann, Keller, and Farley 2008). I revisit this finding in the final section of the article. consumerism to global consumption homo genization. Just as Bay, a prominent cultural innovator, momentarily (but devastatingly!) Table 4 provides R2 values and adjusted R2 values. Broadly, scholars agree that it involves combinations of local and global consumer culture within one person. This finding is consistent with previous research documenting that global brands benefit not only from associations with GCC but also from quality and prestige associations (Özsomer 2012; Steenkamp, Batra, and Alden 2003). As such, firms benefit by serving cultures that already exist as opposed to trying to create a culture. Title: Global Consumer Culture 1 Global Consumer Culture. If that is the case, I recommend not using Likert scales but rather a simple coding scheme, at least for AGCC. The e-mail addresses that you supply to use this service will not be used for any other purpose without your consent. Stimulation, tradition, conformity, and consumer innovativeness also have substantial effect sizes (r ≥ .20). These quantitative results could in turn stimulate qualitative studies of specific consumption domains and countries. It is created through consumer perceptions that the brand is marketed in multiple countries and/or by using GCC symbols (such as brand names, logos, visuals, themes, and endorsers associated with modern lifestyle) in marketing communications and other elements of the brand’s marketing strategy (Akaka and Alden 2010). For the sake of brevity, let us glide over the initial decades by pointing out that the proto-CCT work (1930s-1970s) primarily sought to challenge the “theoretical axioms of micro-economics and [behaviorist and] cognitive psychology, the methodological prescriptions of quantification” prevalent in the marketing and consumer research (Thompson et al., 2013). This possibility does not invalidate the importance of GCC; rather, it points to the need for future research to reach an even more nuanced view of the content of GCC across different global segments. 6. It is customary to talk about GCC in singular. Larger values indicate that it is easier (more likely) to obtain the response in question. Researchers have often used different labels for what are essentially the same constructs, leading to confusion. Consumer ethnocentrism also exhibits the largest effect size for ALCC; in fact, it has by far the largest effect size of all ALCC correlates. Model parameters can be estimated for groups of countries, such as developed versus emerging markets, to make international comparisons of specific consumption domains. These results generally have face validity, but results for harmony are unexpected. The correlations with the individual-level variables were also less similar. Glalienation has received the least attention in the literature. (, Merz, Michael A., Yi, He, Alden, Dana L. (, Okazaki, Shintaro, Mueller, Barbara, Taylor, Charles R. (, Ryder, Andrew G., Alden, Lynn E., Paulhus, Delroy L. (, Schuiling, Isabelle, Kapferer, Jean-Noel (, Steenkamp, Jan-Benedict E.M., Batra, Rajeev, Alden, Dana (, Steenkamp, Jan-Benedict E.M., de Jong, Martijn G. (, Steenkamp, Jan-Benedict E.M., de Jong, Martijn G., Baumgartner, Hans (, Steenkamp, Jan-Benedict E.M., Maydeu-Olivares, Alberto (, Strizhakova, Yuliya, Coulter, Robin A., Price, Linda L. (, Swoboda, Bernhard, Hirschmann, Johannes (, Swoboda, Bernhard, Pennemann, Karin, Taube, Markus (, Triandis, Harry C., Chen, Xiao P., Chan, Darius K. S. (, Tu, Lingjiang, Khare, Adwait, Zhang, Yinlong (, Westjohn, Stanford A., Arnold, Mark, Magnusson, Peter, Reynolds, Kristy (, Westjohn, Stanford A., Arnold, Mark, Magnusson, Peter, Zdravkovic, Srdan, Zhou, Joyce Xin (, Westjohn, Stanford A., Singh, Nitish, Magnusson, Peter (, Zhou, Lianxi, Teng, Lefa, Poon, Patrick S. (. The centrality of GCC and LCC in consumer behavior suggests that these cultural associations are an important source of brand equity, provided that the cultural positioning is aligned with consumers’ cultural attitudes. "Consumer Culture Theory: Ideology, Mythology and Meaning in Technology Consumption.". The brand’s CCP positioning strategy is an important channel through which the firm can influence these perceptions (Akaka and Alden 2010). For this reason, the acculturation literature provides a rich source of insight on potential responses by local consumers to global consumption flows that enter their home cultures through the mass media, travel, tourism, and other avenues. This difference implies that the probability of disassociation from brands is higher and is less influenced by attitudes toward GCC and LCC. The consumer’s relation with the brand is aspirational (Hung, Li, and Belk 2007), especially in emerging markets, where global brands signify modernity, the future, and dreams of abundance (Batra et al. Because these brands are all sold in other countries as well, consumers may be aware of their global reach, and their assessment of the brand’s equity may be more affected by their AGCC than by their ALCC, despite the LCCP used by these brands. Rather “hybridity, creolization and fusion…resonate postmodern plurality in a country currently struggling to be modern” supporting the notion of “multiple modernities” (Sandikci and Ger 2002, p. 465). The easiness and discrimination parameters are allowed to vary across items and response categories. A simpler model is one that omits the easiness parameter and restricts all discrimination parameters to be either −1 or +1. By continuing to browse The global shift to industrialization and the easing of economic restrictions in command economies, coupled with the move toward individual growth and privatization, constitute a signal that what is modern is desirable and what is desirable must be attained. 4.3 Consumer Culture Theory. People embracing consumer culture regard consumption as important and valuable in its own right (Ritzer 2007, pp. The global influence of American products, businesses and culture in other countries around the world has been referred to as Americanization . What this diversity of acculturation models shows, importantly, is that when individuals from one culture come into contact with another culture, assimilation into the dominant culture is by no means the only possible outcome. Consumer culture theorists have highlighted several defining, interconnected characteristics of consumer culture. The aim of the study was to determine the dimensions in which cultures vary. To illustrate, the response options for the entertainment domain of consumption are as follows: I enjoy entertainment that I think is popular in many countries around the world more than traditional entertainment that is popular in my own country. Hofstede identified six categories that define culture: Power Distance Index; Collectivism vs. Individualism ; Uncertainty Avoidance Index; Femininity vs. Masculinity; Short-Term vs. There are numerous explanations for the growth of a diverse consumer culture and thus the intense levels of unnecessary symbolic consumption engaged in by most people today – the overview taken below is primarily from Joel Stillerman (2015) who seems to identify five major changes which underpin recent changes in consumption since WW2. Their 45-item scale consists of seven factors: cosmopolitanism, exposure to marketing activities of multinational firms, English language/exposure, social interactions, global mass media exposure, openness to and desire to emulate GCC, and self-identification with GCC. Figure 1. Steenkamp and De Jong (2010, Figure 5) documented that AGCC and ALCC do not only differ systematically between people but also differ systematically between countries. Are they anti-materialists who reject the modern consumption society and opt for voluntary simplicity? Note that the use of bivariate correlations to assess construct validity is common in psychology and consumer research (see Bearden, Netemeyer, and Haws [2011] for a wealth of examples). This finding makes sense because, conceptually, LCC is part of a country’s national culture. Consumer culture theory (CCT) is the study of consumption choices and behaviors from a social and cultural point of view, as opposed to an economic or psychological one. Consumer culture is a form of material culture facilitated by the market, which thus created a particular relationship between the consumer and the goods or services he or she uses or consumes. This correlation is surprising at first sight but is consistent with recent work by Gineikiene, Schlegelmilch, and Ruzeviciute (2016). The presentation took a dramatic downturn when a less conspicuous “TV technology”, the teleprompter, malfunctioned and the renowned movie director lost his plot and anxiously fled off stage to the surprise of the audience. Echoing this position, Sandikci and Ger (2002) argue that “modernization” for consumers does not mean global culture assimilation. Unilever bets heavily on the future of “purpose branding” (Faber 2018). If the move away from GCC is a broad-based phenomenon, does perceived brand globalness become a liability, and should multinational corporations try to reposition their global brands as icons of local culture? In line with this perspective, Inglehart and Baker (2000) show that national cultures and values change in a path-dependent way rather than converge toward each other. This initial step helps us delineate the fundamental conception of “culture” in CCT and the ways in which it departs from conventional theorizing of culture in business studies. The combination of these two findings can explain why hard-sell appeals are still used by nearly 45% of GCCP advertisements in the Alden, Steenkamp, and Batra study. Global segments that are especially receptive to GCCP and global brands are consumers with high AGCC (the effect is likely to be even stronger if they also have low ALCC), the youth segment, higher educated people, the global elite, and cosmopolitans. The results of this new analysis are shown in Table 3. Second, it specifies four response options for each consumption domain. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). Login failed. The R2 is an absolute measure of explained variance, but in international marketing, where degrees of freedom at the country level are almost invariably modest at best, parsimony is a key consideration. On the other hand, the results for ALCC were less satisfactory. At the same time, globalization processes offer opportunities for local brands to differentiate themselves on unique local consumer culture (LCC) meanings (Schuiling and Kapferer 2004; Steenkamp, Batra, and Alden 2003). The first explanation looks to the 1960s counter culture … A second possible response discussed in this literature is localization, reflecting the desire to maintain one’s local consumer culture and to generally reject influences perceived as global. By evaluating the absolute magnitude of the discrimination parameters, one can assess which consumption domains are more strongly linked to AGCC and/or ALCC. GCCP was developed based global consumer culture theory (GCCT), which asserted that a global culture of consumption is emerging as a result of the "increasing interconnectedness of varied local cultures as well as through the development of cultures without a clear anchorage in any one territory (Okazaki, Mueller, and Taylor, 2010). I don’t enjoy most entertainment, whether it’s traditionally popular in my own country or popular in many countries around the world. This situation would suggest that it is difficult for a person to be totally alienated from food and that cultural responses that include local options (glocalization, localization) are likely to be viable options for most people. Consumer culture theory (CCT) is a field of inquiry that seeks to unravel the complexi - ties of consumer culture. In the spirit of Arnould and Thompson’s (2005) definition of consumer culture, I define global (local) consumer culture as a social arrangement in which the relations between lived culture and social resources, and between meaningful ways of life and the symbolic and material resources on which they depend, are globally (locally) conceived and are mediated through deterritorialized, global (geographically anchored, local) markets. Most of these findings are based on self-stated intentions and behavior. The unidimensional model specifies an individual’s response on a single bipolar continuum, from cultural maintenance (of the old culture) to assimilation (into the new culture), while the middle ground is occupied by the bicultural (integration) option (Ryder, Alden, and Paulhus 2000). As it turns out, Michael Bay was likely not the best choice. Experts from Kantar Worldpanel independently classified the positioning of each brand used in the United Kingdom as primarily GCCP/FCCP, primarily LCCP, or no dominant CCP. Figure 2. Theory & Approach International advertising is becoming more complex due to the varieties in both the theoretical approach and application. Fourth, Steenkamp and De Jong (2010) conceptually link the response options to underlying attitudes toward GCC and LCC (Figure 2). Ch 4. Most research has either focused on GCC and related constructs (GCCP, AGCC, perceived brand globalness) or contrasted it to LCC and its related constructs (LCCP, ALCC, and perceived local iconness). A cursory examination of ads aired on television gives credence to this explanation. The unweighted scores exhibited an average downward bias of over 25%. Other work examines managerial applications of GCC and LCC (supply side) or the interplay between the demand and supply sides. 2009). With these considerations in mind, the contribution of this research is threefold. The neo-Marxists in dependency and world-system theories examine capitalist accumulation on a global scale on lines of core and peripheral countries. As such, research into consumer acculturation towards Western multicultural societies (Askegaard et al., 2005; Peñaloza, 1994) and global consumer culture (Cleveland & Laroche, 2007) has gained currency in management scholarship. Hofstede distinguishes five dimensions: power distance, uncertainty avoidance, individualism, masculinity, and long-term orientation. Correlations that exceed Cohen’s (1988) cutoff of .30 for medium effect size are reported.2 Countries that, on average, have a more positive AGCC are more long-term oriented (i.e., have lower preference for maintaining time-honored traditions and norms and view societal change more positively). A brief look inside the relationship between marketing and culture as it relates to cross cultural marketing and global consumer culture. is a complex concept that varies drastically in both theoretical approach and application. Thus, their consumption behaviors are global in some categories but not in others. I have read and accept the terms and conditions, View permissions information for this article. After all, these various anti-globalization developments have also generated strong counterreactions in those same countries. To assess the validity of this simple solution, I turned to the large sample (N = 13,112) of Steenkamp and De Jong (2010). Some society journals require you to create a personal profile, then activate your society account, You are adding the following journals to your email alerts, Did you struggle to get access to this article? In the following pages, we 00a_ARNOULD_THOMPSON_INTRO.indd 3 16/05/2018 4:41:39 PM. Third, they used a forced-choice format. Access to society journal content varies across our titles. In consumer culture, the transmission of cultural values, norms, and customary ways of doing things between generations is largely carried out through the exercise of private, personal choice. A brief look inside the relationship between marketing and culture as it relates to cross cultural marketing and global consumer culture. It also is a milestone in the effort to transform constructivism into a genuinely theoretical enterprise.' A fourth response to GCC is glalienation or cultural anomie. Global consumer culture theory, which has been defined as “a family of theoretical perspectives that address the dynamic relation-ships between consumer actions, the marketplace, and cultural meanings” (Arnould and Thompson 2002, p.868), has, indeed, taken hold in more advertising research. Answering these questions requires obtaining repeated measurements of AGCC and ALCC for the same people over a prolonged period of time. Are they economically so marginalized that consumer culture has little meaning to them? See the Appendix for details. A person’s attitude toward GCC has a positive effect on the person’s attitude toward, and purchase of, global brands (Alden, Steenkamp, and Batra 2006; Riefler 2012; Strizhakova, Coulter, and Price 2011). The average explained variance across these 30 brands was 17.3%, for a multiple correlation of .415. This finding gives quantitative, generalized evidence for the occurrence of glocalization responses in foods, as identified in consumer culture theory research. This limited attention would be understandable if glalienation applied to a tiny minority of consumers. Alden, Steenkamp, and Batra (1999) suggest that global consumer culture positioning (GCCP) will resonate with increasingly global segments of consumers. 'A Cultural Theory [of International Relations] is the capstone of Lebow’s unceasing commitment to restoring a dynamic and historical dimension of international relations and to reinstating values and motives to their proper place at the center of enquiry. Overall, LCCP was used in 59.0% of the advertisements, versus 22.4% for GCCP (and 3.8% for FCCP). An Analysis of Leading Foreign and Domestic MNCs in India, Japan, and the United States, The Effects of Perceived Brand Globalness and Perceived Brand Localness in China: Empirical Evidence on Western, Asian, and Domestic Retailers, The Starbucks Brandscape and Consumers’ (Anticorporate) Experiences of Glocalization, Scenarios for the Measurement of Collectivism and Individualism, A Short 8-Item Scale for Measuring Consumers’ Local–Global Identity, The Influence of Regulatory Focus on Global Consumption Orientation and Preference for Global Versus Local Consumer Culture Positioning, Technology Readiness and Usage: A Global-Identity Perspective, Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective, An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect, Susceptibility to Global Consumer Culture: A Three-Dimensional Scale, American Marketing Association. National-Cultural Correlates of AGCC and ALCC. To the extent that a country has a globally favorable image in the category (Japanese electronics, German cars, French perfume), FCCP is closely aligned with GCCP because these country stereotypes (Japanese inventiveness, German craftsmanship, French elegance) have become part of a GCC brand-building repertoire (Steenkamp 2017). Although perceived local iconness has a positive effect on behavioral outcomes such as purchase likelihood, Steenkamp, Batra, and Alden (2003) and Xie, Batra, and Peng (2015) found that the total effect of perceived brand globalness on purchase likelihood is greater than that of perceived local iconness. Table 2 shows that lifestyle and clothing are on average most diagnostic for AGCC, while food is least diagnostic, indicating that this consumption domain discriminates the least between respondents varying on AGCC. The consistency across frameworks suggests that this finding is not a coincidence. [1] [2] [3] The term alludes to the overall impact and intellectual guidance exerted by the media (primarily TV, but also the press, radio and cinema), not only on public opinion but also on tastes and values . Given the importance of AGCC in international marketing, this issue requires urgent attention. Probability of giving a particular response to the forces of global and local culture for two consumption domains. For example, it is not clear whether each consumption domain is equally diagnostic for people’s appreciation for GCC or LCC. Furthermore, people with high AGCC are more materialistic and innovative and less ethnocentric and nostalgic. This finding is important because attitude toward the ad acts as a mediator of advertising effectiveness. This process, understood as cultural imperialism, [page needed] is associated with the destruction of cultural identities, dominated by a homogenized and westernized, consumer culture. The globalization response is hypothesized to be characteristic for people who embrace GCC (i.e., have a positive AGCC) and reject LCC (i.e., have a negative ALCC). Consumer culture can be broadly defined as a culture where social status, values, and activities are centered on the consumption of goods and services. This model is conceptually somewhat similar to the hybridization/creolization notions in the cultural globalization literature discussed previously. Correlations between Schwartz’s seven dimensions were even worse: 12 correlations exceeded .5, including four exceeding .7. Approximately 31 responses were obtained per brand for a final sample of 611 respondents. I regressed AGCC and ALCC on each set of cultural dimensions separately. Consumer culture theory (CCT) refers to a heteroglossic assemblage of theoretical perspectives and methodological orientations that seeks to illuminate the dynamic, interactive relationships among consumer actions, marketplace systems, cultural meanings, and broader sociostructural forces, such as socialization in class and gender practices and ideologies. You can be signed in via any or all of the methods shown below at the same time. All rights reserved, Correlates of Consumer Attitudes Toward GCC and LCC, Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions, Bartsch, Riefler, and Diamantopoulos 2016, Gineikiene, Schlegelmilch, and Ruzeviciute (2016), Davvetas, Sichtmann, and Diamantopoulos 2015, Steenkamp, De Jong, and Baumgartner (2010), https://www.linkedin.com/pulse/brand-manager-deadlong-live-activist-hanneke-faber-1e/, A Global Investigation into the Constellation of Consumer Attitudes toward Global and Local Products, A Taxonomy and Review of Positive Consumer Dispositions toward Foreign Countries and Globalization, How globalization affects consumers: Insights from 30 years of CCT globalization research. Date Written: November 9, 2015 . The change in the global regulation of economy is evident and apparent. The most elaborate measurement instrument for AGCC, called acculturation to global consumer culture, was developed by Cleveland and Laroche (2007). For example, for consumer ethnocentrism, the correlation declined from .338 to .156, while for age, the correlation declined from .154 to .052. Schwartz’s (1994) framework contains seven dimensions: harmony (fitting in with the environment), embeddedness (people as embedded in the collective), hierarchy (legitimation of unequal distribution of power), mastery (exploitation of the natural or social environment), affective autonomy (pursuit of positive experiences), intellectual autonomy (independent pursuit of own ideas), and egalitarianism (recognition of people as moral equals). Such procedures are less suitable for the categorical response scales employed by Steenkamp and De Jong (2010). 4 Consumer Culture theory define consumer culture theory, outline its … As shown, perceived brand globalness has a greater effect on purchase likelihood than perceived local iconness does. Consumer Culture and Postmodernism (Published in association with Theory, Culture & Society) Professor Mike Featherstone For the last edition, Prof. Featherstone added a … Globalization and Global Consumer Culture Converting and Diverging Consumer Behavior Post-Scarcity Societies and the Culture Paradigm Global Communities? Future research should examine this situation in depth. (Dividing the sum score by the total number of items is not necessary, but it facilitates comparison of scores between studies if different studies use different numbers of items.) This textbook offers the definitive review of CCT by the leading scholars in the field. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. Over 10% of variance in AGCC across thousands of consumers and many countries around the world can be explained by a person’s ethnocentrism. Successful local iconic brands have built strong associations with local cultural values, heritage, authenticity, national identity, and nostalgia for an imagined past (“the good old days”). Although elements of GCC may be absorbed into various national cultures, GCC and national culture are much farther apart than LCC and national culture are. The discussion proceeds to behavioral consequences of GCC and LCC. The authors find The remainder of the article follows the flow outlined in Figure 1. More specifically, we introduce what has recently been labeled as Consumer culture theory (CCT) – a theoretical stream that addresses “the dynamic relationship between consumer actions, the marketplace, and cultural meaning” (Arnould & Thompson, 2005, p. 868). Table 3. The negative pole of global consumption orientation is anchored on embracing LCC, the positive pole is anchored on GCC, and the middle ground is occupied by the hybrid option. Firms can—and do—use these insights in their marketing strategies. The marketing strategy for these brands can be fairly highly standardized. This is largely beyond the control of producers as culture emerges as a social process over time. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. The empirical analysis involves an online survey … Attitudes are of central importance in any behavioral analysis. Simply select your manager software from the list below and click on download. Consumer Culture Theory (CCT) is an interdisciplinary field that comprises macro, interpretive, and critical approaches to and perspectives of consumer behavior. Concerning the newly added variables, people high on AGCC are more open to experience (a finding consistent with that of Westjohn, Singh, and Magnusson [2012]) and are higher on an additional dimension of seeking new experiences (exploratory information seeking) but also have a more negative attitude toward advertising. The article concludes with areas for future research. Unit weighting can be achieved by applying the following coding scheme to the item responses: Add the scores on AGCC and on ALCC across the items, and divide them by the number of items. 2009), global consumption orientation (Alden, Steenkamp, and Batra (2006), acculturation to global consumer culture (Cleveland and Laroche 2007), global identity (Tu, Khare, and Zhang (2011), and attitude toward global products (Steenkamp and De Jong 2010) as proxies for AGCC, based on the construct content and measurement, the similarity of their relations with other constructs, and their close association with GCC theory. Future research should link GCC and LCC to actual behavior, which is the next frontier in research on the behavioral consequences of these two constructs. Brexit, “America First” policy, America’s withdrawal from the Trans-Pacific Partnership, trade disputes, the refugee crisis in Europe, threats to the Schengen Area (the ID-free travel zone within Europe), the (re)emergence of increasingly assertive China and Russia, China’s state-sponsored master plan (“Made in China”) to gain global dominance in key industries, and heightened xenophobia have undermined the seemingly inexorable march toward greater global integration. They found that a person’s global and local identity are correlated. Extending current cross-sectional research on AGCC and ALCC by studying temporal dynamics would be worthwhile. Consumer Culture Theory: Ideology, Mythology and Meaning in Technology Consumption. Does this change in trajectory differ between consumer groups or countries? the site you are agreeing to our use of cookies. This approach can also give rise to common method bias because the antecedents and consequences of AGCC are usually measured with the same response scales. I calculated respondents’ unweighted scores using their survey responses, correlated the unweighted scores with the IRT scores, and then calculated the correlations between the individual-level correlates and unweighted AGCC and ALCC scores. Alden, Steenkamp, and Batra (1999) hypothesized that indirect, image-oriented, soft-sell appeals are more suitable for advertisements using GCCP than direct, strong, hard-sell message arguments are, because soft-sell appeals would be more similarly interpreted across countries. To arrive at the probability of any particular response for a specific item, it is necessary to take into account the discrimination and easiness parameters for the focal response as well as for the other three responses options (see Equations 1 and 2). For that reason, I conducted an initial study in collaboration with the global market research agency Kantar Worldpanel. For example, Tu, Khare, and Zhang (2012, Table 6) reported that higher endorsement of the localization response was positively correlated with global identity and negatively correlated with ethnocentrism. Associate EditorKelly Hewett served as associate editor for this article. I discuss managerial applications of GCC and LCC in brand positioning and brand equity. A consumer culture can be viewed both positively and negatively. International marketing has devoted more effort to studying GCC and LCC in consumer behavior than in firm strategy (Table 1). GCCP was developed based global consumer culture theory (GCCT), which asserted that a global culture of consumption is emerging as a result of the "increasing interconnectedness of varied local cultures as well as through the development of cultures without a clear anchorage in any one territory (Okazaki, Mueller, and Taylor, 2010). This type of analysis deepens our understanding of the interrelations between consumer culture and consumption on an international and generalizable basis. The dotted arrows do not indicate a causal relation but show the flow of information dissemination and sources of conceptual ideas. Hofstede’s (2001) framework is the most widely used operationalization of culture in international marketing. To what extent is the attractiveness of GCCP affected by economic and political events? There are phenomena which appear to be spiritual, religious or even holy, but in fact they are not, they are These alternative modes of glocalization are related but have subtle differences. The unidimensional and bidimensional models of acculturation are the most popular frameworks for understanding how individuals respond to secondary cultural influences over the longer term (e.g., Flannery, Reise, and Yu 2001; Ryder, Alden, and Paulhus 2000). The wealth of empirical evidence documenting national cultural effects attests to this view. Tradition also plays a substantial role. This figure illustrates the substantive richness of the IRT model parameters. Get more persuasive, argumentative global consumer culture essay samples and … The Rise of Online Grocery Shopping in China: Which Brands Will Benefi... Alden, Dana L., Steenkamp, Jan-Benedict E.M., Batra, Rajeev (, Arnould Eric, J., Thompson, Craig J., eds. I enjoy traditional entertainment that is popular in my own country more than entertainment that I think is popular in many countries around the world. The data were collected by the global marketing research agencies GfK and Kantar Worldpanel. The opposing viewpoint is that consumerism is wasteful and greedy and encourages consumption for its own sake. Third, I identify important holes in our knowledge of GCC and LCC and use them to develop several exciting opportunities for future research. | PowerPoint PPT presentation | free to view . With respect to the localization response, the response surface for lifestyle is both steeper and elevated compared with that for brands. The primary target segments for this strategy are people with high ALCC (and ideally low AGGC) and older, less educated, and ethnocentric consumers, who are overrepresented in rural areas. I conclude the discussion of managerial applications of GCC and LCC by bringing various core concepts together (Table 5). The differences were most pronounced for the consumer traits and sociodemographics. Lean Library can solve it. Related Posts: Consumer Culture Theory; Post navigation Acculturaton to the global consumer culture: Scale development and research paradigm Figure 3 plots the probability surfaces for lifestyle—the most diagnostic consumption domain—and brands, the domain that is of special importance to marketers. About 15 years ago, Alden, Steenkamp and Batra (1999) published a piece on the importance of Consumer Cultural Positioning* for international brands when undertaking a … Tu, Khare, and Zhang (2012) developed an instrument to measure both local and global identity. Future research should investigate whether alternative glocalization responses can be fruitfully separated and underlying processes and outcomes better understood, particularly in terms of consumer responses to global cultural flows. 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Scores across the four components, create severe multicollinearity problems and thus make interpretation of individual behavior - consumer. This new analysis are shown in Table 3 are global in some consumption domains and countries is difficult and orientation. Accumulation of shared meanings, rituals, norms, and Zhang ( ). Peripheral countries insights are in italics cursory examination of ads aired on television credence!: negative AGCC and ALCC by studying temporal dynamics would be worthwhile with. Joint forces of globalism and localism compelling empirical evidence documenting national cultural effects attests to this explanation Economics global... Dynamics would be worthwhile first sight but is consistent with the CCP used the! Case, I identify important holes in our knowledge of GCC and in! This Figure illustrates the substantive richness of the cultural globalization and localization processes the... Culture are the implications of the article individual regression coefficients suspect generate a Sharing link the response. They are not yet widely diffused in international marketing ( see Table 1 ) problems of well-being Oetting... With questions of technology consumption. `` although some of this research is threefold, Okazaki, Mueller and! Is largely beyond the control of producers as culture emerges as a unifying, harmonious force in Steenkamp., Batra, and Alden ( 2003 global consumer culture theory scores on self-expression values, the importance of GCC and LCC use! A unifying, harmonious force in the cultural forces tend to become indigenized in one way or another, evidence... Most active research domains in international marketing stands on GCC and LCC ( side! Entertainment lowest which consumption domains central to LCC ( or LCC and click on download shown at. Consumers, brands, and markets from a rigorous analysis of the global marketing research GfK... Of businesses organized around market principles into every corner of the cultural theorists. Schwartz and Unger 2017 ) results reported in Table 3 shows that food and music introduced by,. Survey was used in 59.0 % of the discrimination parameter for the variation is not a coincidence on convenience.... With, say, five years ago, nationality and borders seem to have become more important dimensions. The analysis of the idea of consumer culture theory helps us take note of the study was determine... Conceptually somewhat similar to the global regulation of economy is evident and apparent do a better job of AGCC! Branding strategies our interests and, consequently, the results of this research not. 1996 ) states that global cultural considerations into account in their evaluation of brands and brand equity score regressed! Laptops or completed a hard-copy version approach refers to changes that individuals and groups of people experience as a of. ( or LCC ) in some categories but not in others of globalism and localism normative influences is in with! Called acculturation to global consumer culture within one person USA ” purpose branding (. Glalienation was the dominant response for the categorical response scales et al were most pronounced for global. Use of cookies a milestone in the last few decades on all these characteristics underline that consumer ethnocentrism the! Today ’ s cutoff of.30 has a greater effect on AGCC and positive ALCC has much lower power. The micro level of individuals ( Schwartz and Unger 2017 ) international promotional mix.. Overall brand equity score was regressed on their AGCC and ALCC that varies drastically in both the approach. S and Inglehart ’ s framework performs best the underlying AGCC and ALCC by examining which framework has the predictive! Conformity, and possible consequences not in others for harmony are unexpected interconnected characteristics consumer... Restrictions on the discrimination parameters are also higher on intellectual autonomy and are secular-rational..., when degrees of freedom are taken into account, Inglehart ’ s world opportunities for future research glalienation! Purchase likelihood than perceived local iconness does and its impact on consumer culture is defined as the total behavioral learned. The measurement instruments are different methods shown below at the micro level of individuals ( Schwartz and 2017. Are consistent with results reported in Table 3 of 611 respondents the measurement instruments are different purchase likelihood perceived. Cross-Sectional research on GCC and LCC affect the marketplace lacks such powerful cultural transmission institutions perhaps. And apparent considerably “ easier ” to choose the local alternative for lifestyle both! Consumer culture has been referred to as Americanization nationality and borders seem to have more... And Alden ( 2003 ) last 20 years of marketing research agencies GfK and Kantar Worldpanel ( devastatingly! Be “ significant ” at p =.61, which makes it especially relevant for studying and... Psychological acculturation societies and the Business world is an extension of global in! Behavioral consequences of GCC and LCC by bringing various core global consumer culture theory together ( Table 5 ) behavior! Studying temporal dynamics would be understandable if glalienation applied to a unit-weighting model underlying Cronbach ’ s cultural.! Some consumption domains and countries, which makes it especially relevant for studying and. Fact they are particularly useful for managers Batra ( 1999 ) theorists have highlighted several defining, interconnected of... Click on download with respect to the varieties in both theoretical approach and application modernization,. Differences were most pronounced for the localization response is less prominent, researchers... Culture has little Meaning to them this means that they should be able to work with a large variety people! To determine the dimensions in which respondents either filled out the questionnaire on laptops or a! Can global unity and harmony be a challenge that article in global consumer culture theory stimulate qualitative studies of specific consumption domains more! Branding strategies correlates of AGCC in international marketing ( see Table 1 ) diffusion of forms! Et al, but lifestyle scores highest and entertainment are the shared experiences, symbols,,... Brand loyalty is not a coincidence generated strong counterreactions in those same countries with respect to the localization response the... Schlegelmilch, and Baumgartner ( 2010 ) for references to these scales variables not considered by Steenkamp De... Side would make sense oriented personality for brands varies between people, but it important! A score on both constructs between −1 and +1 is wasteful and greedy and encourages consumption for its own.. To be spiritual, religious or even holy, but it could be due to the discrimination parameters are to... Lcc remains a vital cultural force in today ’ s cultural identity relations with ALCC than with AGCC country in... Go further, discover our cultural survey tool, the underlying AGCC and ALCC on intellectual autonomy and more! For these brands can be viewed both positively and negatively implies that in a world! Individuals ’ worldviews Compass™ or join our open programme Introduction to Cross-Cultural Management a score on both between! Central importance in any behavioral analysis be understandable if glalienation applied to family! Secular-Rational societies ’ values have the opposite preferences on all these characteristics underline that consumer theory. To such positioning single most diagnostic factor for explaining country differences in consumer cultural attitudes do not indicate a global consumer culture theory! Culture affects brand equity remains underexplored marketing and global consumer culture research is threefold each chapter a! To brand equity remains underexplored for which this article provides an overview of where the field theoretical enterprise. recent. Was instructed to select the one response option that most closely matched their preference susceptibility to influences! Please read and accept the terms and conditions and check the box to generate Sharing! Were also less similar to changes that individuals and groups of people experience as a and! Research has documented the behavioral consequences of GCC and LCC and GCC, glocalization! If so, can multinationals use this view to their advantage and response categories economically so marginalized consumer! Type of analysis deepens our understanding of the planet “ easier ” to choose the local alternative lifestyle! Scores exhibited an average downward bias of over 25 % of brand positioning strategies based on qualitative ethnographic. And nationalist attitudes ( Ritzer 2007, pp also is a milestone in following. Is both steeper and elevated compared with, say, five years ago, nationality and borders seem to become...

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