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. Building on the work of Alden, Steenkamp, and Batra (2006), Steenkamp and De Jong (2010) introduced an instrument for the measurement of AGCC and ALCC that differs from previous ones in four respects. Their theorizing dictates that for the globalization response, a.,1 should be positive and a.,2 should be negative, because a rise in AGCC (ALCC) should have a positive (negative) effect on the tendency to opt for global consumption options only. 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. Arnould and Thompson (2005, p. 869) define 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 mediated through markets.”. In recent years, globalization has been under attack from various sides. Finally, with glalienation, both a rise in AGCC and a rise in ALCC would negatively affect the odds of selecting the response option. This limited attention would be understandable if glalienation applied to a tiny minority of consumers. With respect to the localization response, the response surface for lifestyle is both steeper and elevated compared with that for brands. Countries that are low on this dimension (“traditional” societies) emphasize the importance of deference to authority, along with absolute standards and traditional family values. Bajde, D. (2014). This difference implies that the probability of disassociation from brands is higher and is less influenced by attitudes toward GCC and LCC. Learn global consumer culture behavior with free interactive flashcards. New Media Universalism Sense of History Branding and Advertising: From Global to Multi-Local Consumer Behavior A Model of Cross-Cultural Consumer Behavior Organization of the Book Conclusion Notes 2. What are the implications of the idea of modernity for consumer research? What is the effect of current pushback against globalization on consumer attitudes? With these considerations in mind, the contribution of this research is threefold. The theory of consumer culture is the study of consumer choice and behavior from social and cultural point of view, not an economic or psychological. An initial focus on the demand side would make sense. However, cultural alienation is identified in the cultural identification and adaptation literature (e.g., Oetting and Beauvais 1991). Please read and accept the terms and conditions and check the box to generate a sharing link. While this scale casts a wide net, it combines factors that in other research (e.g., Alden, Steenkamp, and Batra 2006) are treated as antecedents of AGCC (the first five factors) with measures of AGCC per se (the last two factors). Alden, Steenkamp, and Batra (1999) proposed three types of brand positioning strategies based on consumer culture. To assess the validity of this simple solution, I turned to the large sample (N = 13,112) of Steenkamp and De Jong (2010). The authors find Table 4 reports the results of this correlational analysis. Sociodemographic characteristics usually explain little variance in consumer traits, which is unfortunate because they are particularly useful for managers. 77-101. Please check you selected the correct society from the list and entered the user name and password you use to log in to your society website. Previously, authors have noted that environmentalism has strong overtones of universalism (Tomlinson 1999, p. 77), but why would environmentalism be inimical to LCC? Get more persuasive, argumentative global consumer culture essay samples and … For example, food is often considered central to LCC (Özsomer 2012). We will write a custom essay specifically for you for only $16.05 $11/page Learn more. By Natalie Maas on 21 Feb 2017. (, 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. (. This textbook offers the definitive review of CCT by the leading scholars in the field. 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). Notes: PBG = perceived brand globalness; PLI = perceived local iconness. While the name “Consumer culture theory” is a relatively recent invention (Arnould & Thompson, 2005), the research tradition (sometimes labeled also as interpretive consumer research) this academic brand seeks to envelop has a long and dynamic history (Cova et al., 2009; Tadajewski 2006). 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. Even though Steve Jobs and Apple, did not use consumer research in the initial development of most products, consumer behavior plays a huge role in their marketing and ultimately the success of the company. Strong evidence shows that many consumers take local and global cultural considerations into account in their evaluation of brands and brand purchases. 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. Which country-level factors do a better job of predicting AGCC? Local consumer culture positioning (LCCP) associates the brand with local cultural meanings, reflects local culture norms/identities, portrays the brand as consumed by local people in the national culture, and/or depicts the brand as locally produced for local people. Table 2 further shows that food and entertainment are the least diagnostic. Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. Because the target segments are global in scope and values, and global imagery and associations add to brand value, strong local adaptations are not advisable and may even detract from brand appeal. For the glocalization response, both a rise in AGCC and a rise in ALCC would give rise to an increase in the likelihood of the response option. Abstract. [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 . The psychological barrier that consumers have to overcome to go exclusively for the global alternative is lower for brands than for lifestyle. The issue is analogous to the question of whether a nation has an overarching national culture that subsumes subcultures, or whether the subcultures are so strong that it is not meaningful to speak of a national culture. The idea of consumer culture has a broad, even all-embracing quality (Arnould and Thompson 2018). Tu, Khare, and Zhang (2012) developed an instrument to measure both local and global identity. To make CCT more accessible to scholars less familiar with the “vernacular” of cultural consumer research and to facilitate a more holistic understanding of this research tradition, we first briefly outline where CCT comes from, historically and institutionally. Yet, international marketers are keenly interested in establishing cross-national generalizations and boundary conditions. Inglehart’s framework is also preferable for an additional statistical reason. Market globalization has increased rapidly in the last few decades. Hofstede’s Cultural Dimensions Theory was created in 1980 by Dutch management researcher, Geert Hofstede. Given that GCC is still a recent phenomenon, this finding provides compelling empirical evidence concerning its appeal. In the following pages, we 00a_ARNOULD_THOMPSON_INTRO.indd 3 16/05/2018 4:41:39 PM. Each chapter tackles a complex theoretical issue in CCT and brings it to life with verve. It also is a milestone in the effort to transform constructivism into a genuinely theoretical enterprise.' Lean Library can solve it. Under this theory, consumer culture - a society revolving around the consumption of goods and services - is empowering and improves the overall well-being of the members of society. Create a link to share a read only version of this article with your colleagues and friends. If the brand is in fact sold around the world, using a local brand name and possibly employing translation and transliteration techniques should be considered. To get a complete picture of the probability of any particular response for a specific consumption domain, one needs to take both discrimination and easiness parameters into account. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. It implies that in a modern world, core identities are defined and oriented in relation to consumption. Our discipline has long recognized the importance of GCC and LCC. Echoing this position, Sandikci and Ger (2002) argue that “modernization” for consumers does not mean global culture assimilation. A third proposed response, hybridization, or glocalization, concerns a desire to embrace elements of global culture and to integrate them into the local culture. Second, I add new empirical marketing insights on GCC and LCC by reanalyzing a massive global data set previously used by Steenkamp and De Jong (2010), and by leveraging new data on brand equity. But at least two findings need further attention. On the other hand, the results for ALCC were less satisfactory. The localization response is the characteristic response for the opposite combination of attitudes: negative AGCC and positive ALCC. Even though the sign of the discrimination parameters is fixed, it is the magnitude of the discrimination parameters and easiness parameters (which are freely estimated) that determines the shape of the probability surfaces in Equation 1. In chapter 5 of „Culture and Consumption“ McCracken explains the movement of meaning from the culturally constituted world to consumer goods to individual consumers. Proponents say that people are happier and more productive when their wants and needs are met, and that buying and owning things is a means to that end. Global Consumer Culture 1 min read. As such, firms benefit by serving cultures that already exist as opposed to trying to create a culture. View or download all content the institution has subscribed to. Firms transfer cultural meanings from the culturally constituted world via advertising and other marketing activities into their brands. Extending current cross-sectional research on AGCC and ALCC by studying temporal dynamics would be worthwhile. The differences were most pronounced for the consumer traits and sociodemographics. Because statistical significance is of limited usefulness with such a large sample (a correlation of .017 is still significant at p < .05), I only report results that exceed Cohen’s (1988) cutoff of .10 for small effect size. Steenkamp and De Jong (2010) further found that ALCC is positively associated with the importance given to tradition, conformity, and security values and negatively associated with the importance given to stimulation and self-direction values. A consumer culture can be viewed both positively and negatively. Related Posts: Consumer Culture Theory; Post navigation The wealth of empirical evidence documenting national cultural effects attests to this view. The correlation between the unweighted scores and the IRT scores was .935, and the correlations with personal values, consumer traits, and sociodemographic characteristics were similar. Global consumer culture is “at one and the same time, ideology and social process, as something continuously made and remade through International marketing has devoted more effort to studying GCC and LCC in consumer behavior than in firm strategy (Table 1). Third, they used a forced-choice format. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. 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. It enables people to articulate the cultural processes (ideological, mythic, ritualistic, etc.) Correlations between Schwartz’s seven dimensions were even worse: 12 correlations exceeded .5, including four exceeding .7. I organize them around the three themes (Figure 1): GCC/LCC theory, attitudes toward GCC and LCC, and managerial use of GCC and LCC. 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). Researchers using Likert-type measurement instruments derive construct scores for AGCC and ALCC using either (weighted) factor scores or (unweighted) summated scores. Tomlinson (1999, p. 190) calls “localism” and “globalism” the “two axial principles of our age,” while Arnould and Thompson (2005) note that local consumer cultures are increasingly interpenetrated by globalization forces. 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. To illustrate, if a respondent gives four glocalization responses and two localization responses, the respondent’s ALCC score is ([4 × (+1)] + [2 × (+1)]) / 6 = 1, and the respondent’s AGCC score is ([4 × (+1)] + [2 × (−1)]) / 6 = .33. That proportion is hardly negligible. Glocalization is the likely response for a person who both has a positive AGCC and a positive ALCC, while glalienation is driven by a negative attitude toward both GCC and LCC. Less open-minded, more ethnocentric consumers who identify more strongly with their own country and have a negative AGCC have a more positive attitude toward ads using LCCP, whereas more open-minded, less ethnocentric consumers with a more positive attitude toward GCC have a more positive attitude toward GCCP ads. Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. Fourth, Steenkamp and De Jong (2010) conceptually link the response options to underlying attitudes toward GCC and LCC (Figure 2). This response has received little attention in the globalization literature, which implicitly assumes that all consumers have high cultural involvement, whether focused on GCC, LCC, or both. In marketing, consumer culture research is mostly qualitative in scope (Arnould and Thompson 2005, 2018). Consumer culture is a social system in which consumption is dominated by the consumption of commercial products. Odyssey and the Consumer Culture Theory Conference. Their prospects may be enhanced by growing indications that global integration is stalling (Hu and Spence 2017). This finding gives quantitative, generalized evidence for the occurrence of glocalization responses in foods, as identified in consumer culture theory research. Some studies have used the Steenkamp and De Jong (2010) items but instructed respondents to score each response option on a Likert-type response scale. Secular-rational societies’ values have the opposite preferences on all these topics. Is it because they base their product purchase decisions on functional performance and objective attributes? 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. Acculturation theory studies globalization and localization processes at the micro level of individuals (Schwartz and Unger 2017). Global Consumer Culture. The total number of respondents was 13,112. People with high ALCC are older and more ethnocentric and materialistic than people with low ALCC and are environmentally conscious. Table 3 shows that consumer ethnocentrism exhibits the largest effect on AGCC. After 20 years of marketing research on GCC and LCC, it is time to take stock. The most elaborate measurement instrument for AGCC, called acculturation to global consumer culture, was developed by Cleveland and Laroche (2007). Abstract Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. Second, national culture has much lower explanatory power for AGCC than for ALCC. Future research would benefit from a rigorous analysis of the convergent validity of these constructs and whether they behave similarly in nomological analyses. Consistent with this perspective, Belk (2000) reports that elite consumers in Zimbabwe largely measure their consumption “success” through reference to the more developed world in general, and the United Kingdom and United States in particular. Individual-Level Correlates of AGCC and ALCC. This finding provides strong empirical support for the idea that many consumers are reluctant to disassociate themselves from LCC. Hofstede distinguishes five dimensions: power distance, uncertainty avoidance, individualism, masculinity, and long-term orientation. Date Written: November 9, 2015 . 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. In the cultural globalization and acculturation literatures, the glocalization response is less precisely defined than the globalization and localization responses are. Extant research is vast, has dealt with a variety of aspects of GCC and LCC, draws on different foundational literatures, and has appeared in publications for fields ranging from anthropology to international marketing (Table 1). 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. Abstract Marketers have increasingly employed positioning strategies to appeal to either global or local consumer cultures. A consumer culture can be viewed both positively and negatively. After all, materialism and modernization occupy a central position in both consumer culture theory and globalization theory (Arnould and Thompson 2018; Ritzer 2007). We invoke this anecdote as a metaphor for the challenges faced by scholars who seek to pursue technological innovation across the boundaries that tend to separate cultural and technical production, cultural and technological innovation. They regressed country means on AGCC and ALCC on the two dimensions specified in Inglehart’s national-cultural framework (Inglehart and Baker 2000; Inglehart and Wezel 2005): secular-rational versus traditional values, and self-expression versus survival values. Abstract. Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. 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). The author gratefully acknowledges the JIM review team for encouragement and constructive comments. This finding suggests that ALCC is much more diffused across sociodemographic groups in society than AGCC is. 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). 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). We conclude our tentative treatise with a call to action furnished with several ideas for “smuggling concepts and data across a well-guarded border” (McCracken, 1988, p. xiii) between technology and culture. 247 global consumer culture essay examples from professional writing service EliteEssayWriters. The global influence of American products, businesses and culture in other countries around the world has been referred to as Americanization . 2.b. These forces of globalism collide—and have to be reconciled—with the forces of localism that have been the defining feature for consumers for centuries, if not millennia. The Theory of Individual Behavior - ... consumer s budget line. Nationalism, consumer ethnocentrism, the Big Five trait agreeableness, and prevention regulatory focus are positively associated with ALCC, and cosmopolitanism, the Big Five trait openness to experience, and promotion regulatory focus are positively associated with AGCC (Cleveland and Laroche 2007; Tu, Khare, and Zhang 2012; Westjohn et al. Concerning the newly added variables, people with high ALCC are more agreeable, a finding consistent with that of Westjohn, Singh, and Magnusson (2012). Find out about Lean Library here, If you have access to journal via a society or associations, read the instructions below. Consumer Culture and Postmodernism (Published in association with Theory, Culture & Society) Professor Mike Featherstone For the last edition, Prof. Featherstone added a … The remainder of the article follows the flow outlined in Figure 1. Thus, LCC and GCC are compelling forms of cultural authority. The aim of the study was to determine the dimensions in which cultures vary. “The Effect of Cultural Differences, Source Expertise, and Argument Strength on Persuasion," Journal of International Consumer Marketing 1, pp. The focus then shifts from the demand side to the supply side. Why are these people alienated from consumer culture? This process, understood as cultural imperialism, [page needed] is associated with the destruction of cultural identities, dominated by a homogenized and westernized, consumer culture. These psychographic profiles are consistent with results reported in Table 3. 4.3 Consumer Culture Theory. Several scholars (e.g., Appadurai 1996; Ritzer 2007) and many in the popular media see these forces of globalization as leading to increasing cultural homogenization. Consumer Culture Theory (CCT) looks at consumers, brands, and markets from a social and cultural vantage point. If you have the appropriate software installed, you can download article citation data to the citation manager of your choice. Such high correlations, especially in small samples, create severe multicollinearity problems and thus make interpretation of individual regression coefficients suspect. The most influential bidimensional model is Berry’s framework (Berry et al. I investigate this question by reporting the (bivariate) correlation between each construct and AGCC and ALCC. 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). The past 20 yr. of consumer research have produced a flurry of research addressing the sociocultural, experiential, symbolic, and ideological aspects of consumption. In other countries, mall intercepts were used, in which respondents either filled out the questionnaire on laptops or completed a hard-copy version. See all articles by Sankalp Jain Sankalp Jain. 1989; Berry and Sam 1997), in which four alternative acculturation responses are identified: assimilation (embracing the new host culture and ultimately losing one’s home culture identity), integration (both maintenance of one’s home culture identity and participation in the new host culture), separation (maintenance of home cultural symbols, values, and behaviors and avoidance of cultural interaction with the new host society), and marginalization (little desire either to maintain the old home culture or to participate in the new host culture). This approach can lead to strange results. the site you are agreeing to our use of cookies. Go further, discover our cultural survey tool, the Culture Compass™ or join our open programme Introduction to Cross-Cultural Management. Specific easiness parameters are also informative. Traditional societies’ nationalism and protectionism are closely aligned with a focus on the local element in one’s consumer culture, whereas secular-rational societies’ greater openness is more closely aligned with a focus on the global element of consumer culture. 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. Within marketing, coming from a postmodern angle, CCT or Consumer Culture Theory (Arnould & Thompson, 2005) has become a set of conceptual perspectives offering a framework for studying the interaction of consumers and markets, and co-creation of meaning, which has embraced the notion of global consumption. 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. The glalienation response concerns rejection of all symbols of culture, be they global, hybrid, or local. For AGCC, Schwartz’s seven-dimensional framework yields the highest absolute predictive power, followed by Hofstede’s and Inglehart’s. 4 But from consumer-critical perspective also a spiritualization or sacralization of the consumer sphere and popular culture is evident. 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. Consumer culture are the shared experiences, symbols and norms that evolve in markets for consumer products. Thus, I focus here on GCCP and LCCP. Over 10% of variance in AGCC across thousands of consumers and many countries around the world can be explained by a person’s ethnocentrism. Cultures around the world are getting more and more interconnected and the business world is becoming increasingly global. The e-mail addresses that you supply to use this service will not be used for any other purpose without your consent. Acculturaton to the global consumer culture: Scale development and research paradigm The regression coefficients for each of these 30 brands can be found in the Web Appendix. In the largest empirical study to date, Steenkamp and De Jong (2010) regressed AGCC and ALCC on ten personal values (Schwartz 1992), five consumer traits, and several sociodemographic characteristics. Who better than the director of the Transformers franchise to convince us of the transformative power of a television designed to wow consumers and help safeguard Samsung's future? National culture appears to be more of a factor in explaining how much a country appreciates its own LCC than what its attitude toward GCC is. 6. 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. Compared with, say, five years ago, nationality and borders seem to have become more important. Consumer culture can be used to build strong brands (Cayla and Arnould 2008; Holt 2004; Kumar and Steenkamp 2013). Global consumer culture: a theoretical discussion between the centrality of consumption in the contemporary society and its possible localizations as a result of cultural differences. However, when degrees of freedom are taken into account, Inglehart’s framework performs best. These variables are the Big Five personality traits and seven consumer traits: exploratory information seeking, susceptibility to normative influences, generalized brand loyalty, deal proneness, health consciousness, quality consciousness, and attitude toward advertising.1. Marketing academics use and adapt these theories to study how GCC and LCC affect the marketplace. However, in the last decades, consumer culture has been increasingly shaped by globalization processes. Overall, LCCP was used in 59.0% of the advertisements, versus 22.4% for GCCP (and 3.8% for FCCP). Much of this research is focused on consumer behavior (demand side). Furthermore, people with high AGCC are more materialistic and innovative and less ethnocentric and nostalgic. 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. I conclude the discussion of managerial applications of GCC and LCC by bringing various core concepts together (Table 5). 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). Probability of giving a particular response to the forces of global and local culture for two consumption domains. Values and Culture Values Culture … 5 Diffusion of Innovations. The literature is less clear on the exact nature of such hybrid combinations. The discussion proceeds to behavioral consequences of GCC and LCC. This conclusion should be tempered by considering the characteristics of the target segment. A consumer can have separate local and global cultural frameworks and alternate between them, depending on the circumstances (LaFramboise, Coleman, and Gerton 1993). In that model, the probability that respondent i in country j, with latent values AGCCij and ALCCij, will respond to consumption domain k (k = 1,…, 6 in the Steenkamp and De Jong measurement instrument) in nominal response category c (c = 1,…, 4) is given by the following equation: Zijkc can be regarded as the unobserved preference that respondent i from country j has for response category c in the context of consumption domain k. The parameter ξkc indicates a category response “easiness” parameter, with more positive (negative) values being associated with a greater easiness (greater difficulty) of the response category being chosen. Rather than being taken as a unified theory, CCT is better seen as theoretics and/or a community of consumer culture theorists (Arnould & Thompson, 2007; Penaloza et al., 2009) sharing an interest in the exploration of: 1) the socio-historical patterning of consumption, 2) the interplay between consumption and consumer identity formation, 3) marketplace cultures and consumption collectives, and 4) mass-mediated ideologies and consumers’ interpretive strategies, to elicit the four fundamental trajectories of CCT (Arnould & Thompson, 2005). To what extent is the attractiveness of GCCP affected by economic and political events? The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. The opposing viewpoint is that consumerism is wasteful and greedy and encourages consumption for its own sake. 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. He has received the Paul D. Converse Award, two Fulbright Fellowships and the Sheth Foundation/Journal of Consumer Research Award for long-term contribution to consumer research and has over 600 publications. The parameters akc,1 and akc,2 refer to the discrimination parameter for the underlying AGCC and ALCC, respectively. The correlations with the individual-level variables were also less similar. It enables people to articulate the cultural processes (ideological, mythic, ritualistic, etc.) Which individual-level factors matter the most? Why does country-level AGCC (ALCC) exhibit a high positive (negative) correlation of .375 (−.378) with the national-cultural dimension of harmony? I correlate country average scores on AGCC and ALCC with their national-cultural scores, and I add the national-cultural frameworks of Hofstede and Schwartz to my analysis. More specifically, I start by tracing the development of GCC and LCC, elaborating on their roots in consumer culture, cultural globalization, and acculturation theories. Delhi High Court. I use the aforementioned data set of Steenkamp and De Jong (2010) to expand on previous insights in two ways. 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. View or download all the content the society has access to. A Head-to-Head Comparison in the Prediction of Personality, Self-Identity, and Adjustment, In-Between Modernities and Postmodernities: Theorizing Turkish Consumptionscape, Real Differences Between Local and International Brands: Strategic Implications for International Marketers, Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries, Beyond Individualism/Collectivism: New Cultural Dimensions of Value, How Global Brands Create Firm Value: The 4V Model, How Perceived Brand Globalness Creates Brand Value, A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products, Socially Desirable Response Tendencies in Survey Research, Stability and Change in Consumer Traits: Evidence from a Twelve-Year Longitudinal Study, 2002–2013, Drivers of Local Relative to Global Brand Purchases: A Contingency Approach, Branding in a Global Marketplace: The Mediating Effects of Quality and Self-Identity Brand Signals, Does Being Perceived as Global Pay Off? Appadurai (1996) states that global cultural forces tend to become indigenized in one way or another. Fourth, consumer culture is closely associated with the principles of modernity, choice, individual freedom, and market relations (Slater 1997, p. 8). 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). Various marketing researchers have proposed instruments for measuring AGCC or closely related constructs that might be regarded as proxies for AGCC (Bartsch, Riefler, and Diamantopoulos 2016), such as susceptibility to GCC (Zhou, Teng, and Poon 2008), global connectedness (Strizhakova and Coulter 2015), and identification with the global community (Westjohn et al. In this article, the focus is on acculturation as an individual-level phenomenon, also called psychological acculturation. The field has recognized GCC and LCC as important marketing constructs, and international marketing researchers have developed an impressive body of empirical evidence concerning their importance to consumers and firms. This process, understood as cultural imperialism, [page needed] is associated with the destruction of cultural identities, dominated by a homogenized and westernized, consumer culture. 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. Can global unity and harmony be a “purpose”? Members of _ can log in with their society credentials below. Just as Bay, a prominent cultural innovator, momentarily (but devastatingly!) By and large, the literature presents a coherent profile of AGCC and ALCC in terms of personality traits, personal values, consumer traits, and sociodemographics at the individual level, and in terms of national culture at the country level. First, consumer culture is about consumption. They are lower on harmony, autonomy (affective, intellectual), and secular-rational and self-expressiveness values (i.e., embracing survival and traditional values). 4 Consumer Culture theory define consumer culture theory, outline its … For AGCC, the results are extremely close. However, they also retain a strong local culture orientation with respect to food and music. In the literature, these various consumption categories are commonly referred to as “commodities.” Third, these commodities are “market-made” (Arnould and Thompson 2005, p. 869), and their consumption is mediated through markets. Select one or several countries/regions in the menu below to see the values for the 6 dimensions. 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. The contribution of consumer culture to brand equity remains underexplored. It shows that even under extreme circumstances (extremely high AGCC and extremely low ALCC), the probability of selecting the globalization response is much higher for brands than for lifestyle. The correlation between the unweighted scores and the IRT scores was only .836. Taken across AGCC and ALCC, lifestyle and clothing are the most diagnostic consumption domains for capturing people’s AGCC and ALCC. In this article, I have treated constructs such as susceptibility to GCC (Zhou, Teng, and Poon 2008), global connectedness (Strizhakova and Coulter 2015), identification with the global community (Westjohn et al. This finding does not mean that they are not important components of consumer culture, but rather that how people respond to these items is not so strongly related to their specific attitudes toward global and local consumer culture. Simply select your manager software from the list below and click on download. 2000). International marketing research on GCC and LCC draws heavily on consumer culture theory (the domain of anthropologists and ethnographic consumer researchers), cultural globalization theory (studied by political scientists and sociologists), and acculturation theory (developed in psychology). Selected Literature on GCC and LCC. It is associated with low cultural identification, loss of identity, and problems of well-being (Oetting and Beauvais 1991). Only 14.8% of the advertisements did not use a dominant CCP, attesting to CCP’s widespread use by firms. The picture that emerges is that people with high AGCC are younger and better educated, looking for new experiences in their lives, and less beholden to the past, tradition, conformity, and economic xenophobia. 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). If a firm’s GCCP strategy is effective in establishing perceptions of globalness as well as associations with quality, prestige, and/or global identity, GCCP may overall be a more beneficial positioning strategy than LCCP. The first explanation looks to the 1960s counter culture … 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). 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. I discuss managerial applications of GCC and LCC in brand positioning and brand equity. 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. However, little is known about the characteristics of consumers most likely to respond to such positioning. Figure 3 plots the probability surfaces for lifestyle—the most diagnostic consumption domain—and brands, the domain that is of special importance to marketers. A brief look inside the relationship between marketing and culture as it relates to cross cultural marketing and global consumer culture. 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. Indeed, LaFramboise, Coleman, and Gerton (1993) concluded their review of models of “second-culture acquisition” by favoring models that allow individuals to develop “bicultural competence.” They discussed several models in the acculturation literature that hypothesize that individuals can develop responses to both cultures that allow them to identify with both, one, or neither culture. The reason for the variation is not clear, but it could be due to heavy reliance on convenience samples. Supporting the globalization position, Hannerz (1990, p. 237) notes that GCC is emerging because of “increasing interconnectedness of varied local cultures as well as through the development of cultures without a clear anchorage in any one territory.”. This method yields a score on both constructs between −1 and +1. Most international marketing researchers would agree that national cultures exist and affect market behavior. The neo-Marxists in dependency and world-system theories examine capitalist accumulation on a global scale on lines of core and peripheral countries. The world is an increasingly interconnected place, and these interconnections influence individuals’ worldviews. '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. Yet little hard, quantitative evidence shows that consumer culture affects brand equity. These societies have high levels of national pride and take protectionist and nationalist attitudes. After all, these various anti-globalization developments have also generated strong counterreactions in those same countries. Sociodemographic characteristics exhibit much weaker relations with ALCC than with AGCC. Owing to the le… (Carroll, 2014). How can they do that, and would such efforts be believable? 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. Globalization and Global Consumer Culture Converting and Diverging Consumer Behavior Post-Scarcity Societies and the Culture Paradigm Global Communities? 3 Culture is. A large body of research has documented important consequences associated with perceived brand globalness, including higher perceived quality and prestige, association with global citizenship, higher brand trust, affect, purchase likelihood, and loyalty (Batra et al. With 28 countries, Cohen’s cutoff of .30 has a p-value of .12. 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. (2016) studied which consumers are most likely to respond favorably to advertisements using GCCP or LCCP. Proto-CCT opposed the reduction of consumption to demographic or psychographic traits of consumers (e.g., gender, age, personality, lifestyle), or the individual’s utilitarian information processing and decision-making. Consumer culture theory (CCT) is a field of inquiry that seeks to unravel the complexi - ties of consumer culture. Second, I examine 12 variables not considered by Steenkamp and De Jong (2010). However, it is also psychometrically complex, and IRT models are not yet widely diffused in international marketing. Future research should examine this situation in depth. The six consumption domains have less variation in diagnosticity for ALCC, but lifestyle scores highest and entertainment lowest. I expand on the Steenkamp and De Jong's (2010) findings in two ways, paralleling what I have done for the individual-level analysis. Consumer Culture Theory: Ideology, Mythology and Meaning in Technology Consumption. They found that a person’s global and local identity are correlated. Scholars who espouse CCT are predominantly, albeit not exclusively, employed in marketing or management departments in universities and business schools in Europe and North America, though there is a growing interest in this type of research in Latin America, for example. If anything, this situation should make the distinction between GCC and LCC even more important to consumers, firms, and international marketing scholars. 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. 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. A brief look inside the relationship between marketing and culture as it relates to cross cultural marketing and global consumer culture. 2A small effect (r = .10), would be “significant” at p = .61, which makes little sense. Finally, foreign consumer culture positioning (FCCP) positions the brand as symbolic of a specific foreign consumer culture; that is, the brand’s personality, use occasion, and/or user group are associated with a foreign culture. The opposing viewpoint is that consumerism is wasteful and greedy and encourages consumption for its own sake. Consumer culture theorists have highlighted several defining, interconnected characteristics of consumer culture. According to Cohen (1988), this effect size is medium to large, which attests to the importance of consumer culture for building strong brands. In line with this expectation, they found that GCCP advertisements use soft-sell appeals more often than hard-sell appeals (56.3% vs. 43.7%). Moreover, scores on the globalization and localization responses were correlated at .48, whereas one would expect them to be negatively correlated because they are diametrically opposed (Figure 2). Bajde, Domen. Approx 78 minutes. 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Its impact on consumer attitudes toward GCC ( AGCC ) and LCC ( supply side ) in cultural.
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