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. Other work examines managerial applications of GCC and LCC (supply side) or the interplay between the demand and supply sides. The marketing strategy for these brands can be fairly highly standardized. People embracing consumer culture regard consumption as important and valuable in its own right (Ritzer 2007, pp. They are also more brand loyal, which is consistent with the profile of ALCC as people who tend to be more risk averse and less likely to seek new experiences (Baumgartner and Steenkamp 1996). Model parameters can be estimated for groups of countries, such as developed versus emerging markets, to make international comparisons of specific consumption domains. By construction, the Inglehart dimensions are orthogonal in his full sample, and in my sample, they were also virtually uncorrelated (r = .062). 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). This difference implies that the probability of disassociation from brands is higher and is less influenced by attitudes toward GCC and LCC. Information on age and education alone explains 12.7% of global variance in AGCC. consumerism to global consumption homo genization. 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. Researchers using Likert-type measurement instruments derive construct scores for AGCC and ALCC using either (weighted) factor scores or (unweighted) summated scores. Second, I examine 12 variables not considered by Steenkamp and De Jong (2010). (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.) Intercultural encounters may lead to varying degrees of individual-level change, such as newly learned social skills; modified expectations, attitudes, and values; and/or redefined cultural identities and self-identities (Ryder, Alden, and Paulhus 2000). Consumer culture is a social system in which consumption is dominated by the consumption of commercial products. There are phenomena which appear to be spiritual, religious or even holy, but in fact they are not, they are Ch 4. Does this change in trajectory differ between consumer groups or countries? Which country-level factors do a better job of predicting AGCC? Probability of giving a particular response to the forces of global and local culture for two consumption domains. They also focus on the processes underlying such transmissions, the principal actors, and possible consequences. Choose from 500 different sets of global consumer culture behavior flashcards on Quizlet. Tradition also plays a substantial role. 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. 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). fourth perspective on global consumer culture is an extension of global . 2009). 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? (2016) studied which consumers are most likely to respond favorably to advertisements using GCCP or LCCP. View or download all the content the society has access to. Some antiglobal activists call for deconsumption; some dispute specific elements of global value chains such as brands, GMOs (genetically modified organisms), and sweatshop labor; some promote ethical consumption; and some promote local brands that are ideologically positioned as explicit competitors to their … Global Consumer Culture. Cultural Imperialism and the Global Media Debate In international communication theory and research, cultural imperialism theory argued that audiences across the globe are heavily affected by media messages emanating from the Western industrialized countries. Odyssey and the Consumer Culture Theory Conference. [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 change in the global regulation of economy is evident and apparent. The concept of perceived brand globalness was introduced by Steenkamp, Batra, and Alden (2003). How can they do that, and would such efforts be believable? In this article, we offer a thematic overview of the motivating interests, conceptual orientations, and theoretical agendas that characterize this research stream to date, with a particular focus on articles published in the Journal of Consumer Research (JCR). For 30 brands, the effect of AGCC and/or ALCC was significant (p < .05), indicating that a person’s attitude toward consumer culture had significant effect on the person’s brand equity score. Market globalization has increased rapidly in the last few decades. The article concludes with areas for future research. With 28 countries, Cohen’s cutoff of .30 has a p-value of .12. Is it because they base their product purchase decisions on functional performance and objective attributes? This is largely beyond the control of producers as culture emerges as a social process over time. For example, the low parameter for glalienation and the high parameter for glocalization with respect to foods indicates that the hurdle to show disinterest in food culture is high, whereas there is great interest in combining local and global foods in one’s consumption repertoire. Firms can—and do—use these insights in their marketing strategies. The reason for the variation is not clear, but it could be due to heavy reliance on convenience samples. Future research should examine this situation in depth. Global consumer culture positioning (GCCP) is a positioning strategy that associates the brand with global cultural meanings, reflects global culture norms and identifiers (global village membership, passport to global citizenship), portrays the brand as consumed by people around the world in a setting that is deterritorialized (could be anywhere, global connection hubs or imagery), and/or depicts the brand as coming from nowhere in particular and being consumed by globally recognized celebrities or people from any or all cultures. 1) Culture as a whole – Think of this as the statement “I love India” or “I love USA”. Find out about Lean Library here, If you have access to journal via a society or associations, read the instructions below. The regression coefficients for each of these 30 brands can be found in the Web Appendix. Second, consumer culture is not just about the consumption of tangible products, but about anything that can be “consumed,” including services, images, lifestyles, and symbols (Arnould and Thompson 2005). 2000). 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”). They attempt to add meaning to their lives, to make collective sense of their environments, and to orient their own experiences and lives through consumption (Tomlinson 1999, p. 18). I expand on the Steenkamp and De Jong's (2010) findings in two ways, paralleling what I have done for the individual-level analysis. 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. The scale includes six consumption domains central to consumer culture: lifestyle, entertainment, home furnishings, foods, clothing, and brands. In the following pages, we 00a_ARNOULD_THOMPSON_INTRO.indd 3 16/05/2018 4:41:39 PM. Given that GCC is still a recent phenomenon, this finding provides compelling empirical evidence concerning its appeal. Thus, I focus here on GCCP and LCCP. If so, what underlies these differences? First, I organize and synthesize the rapidly growing body of research of GCC and LCC (Figure 1). 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. Finally, ALCC is positively correlated with health consciousness. This analysis yields several interesting insights. Next, I turn to their individual-level and national cultural correlates. International marketing researchers could show them the way. Myths and Rituals; 2 Global Consumer Culture. Consumer Culture Theory (CCT) looks at consumers, brands, and markets from a social and cultural vantage point. A brief look inside the relationship between marketing and culture as it relates to cross cultural marketing and global consumer culture. Furthermore, it is considerably “easier” to choose the local alternative for lifestyle than for brands. (, Flannery, W. Peter, Reise, Steven P., Jiajuan, Yu (, Gineikiene, Justina, Schlegelmilch, Bodo B., Ruzeviciute, Ruta (, Gurhan-Canli, Zeynep, Sarıal-Abi, Gulen, Hayran, Ceren (, Holt, Douglas B., Quelch, John A., Taylor, Earl L. (, Hung, Kineta H., Li, Stella Yiyan, Belk, Russell W. (, Kipnis, Eva, Broderick, Amanda J., Demangeot, Catherine (, Kumar, Nirmalya, Steenkamp, Jan-Benedict E.M. (, LaFramboise, Teresa, Coleman, Hardin L.K., Gerton, Jennifer (, Lehmann, Donald R., Keller, Kevin L., Farley, John U. Yet for AGCC, we find a strong effect of age, as well as substantial effects of education and (to a lesser degree) social class. Although some of this research does not directly test effects of LCC and GCC, the underlying theorizing relies heavily on LCC/GCC theory. In addition, Okazaki, Mueller, and Taylor reported that hard-sell appeals received higher ratings on attitudes toward the ad and purchase intention. Sign in here to access free tools such as favourites and alerts, or to access personal subscriptions, If you have access to journal content via a university, library or employer, sign in here, Research off-campus without worrying about access issues. Go further, discover our cultural survey tool, the Culture Compass™ or join our open programme Introduction to Cross-Cultural Management. The empirical analysis involves an online survey … 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 … In cultural studies, media culture refers to the current Western capitalist society that emerged and developed from the 20th century, under the influence of mass media. This product could help you, Accessing resources off campus can be a challenge. This site uses cookies. Much of this research is focused on consumer behavior (demand side). Those arguing for assimilation further suggest that along with the diffusion of market economies, increasingly sophisticated technology and the spread of multinational corporations have led to standardized brand images, mass advertising, and “the sale of dreams of affluence, personal success and erotic gratification through advertising and the culture industry of Hollywood” (Holton 2000, p. 142). This type of analysis deepens our understanding of the interrelations between consumer culture and consumption on an international and generalizable basis. Selected Literature on GCC and LCC. 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. These alternative modes of glocalization are related but have subtle differences. The correlation between the unweighted scores and the IRT scores was only .836. This finding makes sense because, conceptually, LCC is part of a country’s national culture. 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. Because GCC lacks such powerful cultural transmission institutions, perhaps the impact of the overall GCC relative to GCC subcultures is less prominent. 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. 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.”. Rather than viewing culture as a fairly homogenous system of The e-mail addresses that you supply to use this service will not be used for any other purpose without your consent. These quantitative results could in turn stimulate qualitative studies of specific consumption domains and countries. This profile is consistent with the idea that GCC offers the promise of modernity, progress, and a new, different, and more exciting future. Alden, Steenkamp, and Batra (1999) examined the use of consumer culture positioning (CCP) strategies in television advertising in seven countries in Asia, Europe, and North America. For AGCC, the results are extremely close. A typology of consumer responses to the joint forces of global and local consumer culture. Consumer culture theory is descriptively rich, but insights are mostly based on qualitative, ethnographic data (Arnould and Thompson 2018). For example, food is often considered central to LCC (Özsomer 2012). Acculturaton to the global consumer culture: Scale development and research paradigm 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. The differences were most pronounced for the consumer traits and sociodemographics. 1989). Larger values indicate that it is easier (more likely) to obtain the response in question. Results showed that GCCP/FCCP was the dominant CCP strategy of 33.0% of these brands, while 43.3% used primarily LCCP and 23.7% did not have a dominant CCP strategy. Furthermore, people with high AGCC are more materialistic and innovative and less ethnocentric and nostalgic. 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. lost connection to technology, so to do scholars run the risk of “losing the plot” when pursuing entanglements of technology and culture. To identify the model, Steenkamp and De Jong (2010) place theory-based restrictions on the discrimination parameters. Is glalienation a socially sanctioned response in postmodern societies? 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). Alden, Steenkamp, and Batra (1999) suggest that global consumer culture positioning (GCCP) will resonate with increasingly global segments of consumers. 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. Globalization and its Impact on Consumer Culture and Competition Policy. 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.”. The authors find 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. 1See Steenkamp and Maydeu-Olivares (2015) and Steenkamp, De Jong, and Baumgartner (2010) for references to these scales. Bajde, D. (2014). 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. The empirical analysis involves an online survey … The remainder of the article follows the flow outlined in Figure 1. I investigate this question by reporting the (bivariate) correlation between each construct and AGCC and ALCC. They guide people’s thoughts, feelings, and actions. Yet the Steenkamp and De Jong model might be daunting for researchers who are less familiar with IRT. Acculturaton to the global consumer culture: Scale development and research paradigm A framework for research on global and local consumer culture. For the localization response, the opposite is true. For managers this means that they should be able to work with a large variety of people from different countries and cultural backgrounds. Login failed. Secular-rational societies’ values have the opposite preferences on all these topics. | PowerPoint PPT presentation | free to view . I conclude the discussion of managerial applications of GCC and LCC by bringing various core concepts together (Table 5). It is customary to talk about GCC in singular. Furthermore, despite the forces of globalism, local culture remains the central influence on consumer behavior and individual identity. Figure 3 plots the probability surfaces for lifestyle—the most diagnostic consumption domain—and brands, the domain that is of special importance to marketers. For nine LCCP brands, a significant positive effect of AGCC was found, and for five of these nine brands, it was the only significant effect. The global influence of American products, businesses and culture in other countries around the world has been referred to as Americanization . Extending current cross-sectional research on AGCC and ALCC by studying temporal dynamics would be worthwhile. 4.3 Consumer Culture Theory. Hofstede identified six categories that define culture: Power Distance Index; Collectivism vs. Individualism ; Uncertainty Avoidance Index; Femininity vs. Masculinity; Short-Term vs. Perhaps people’s global and/or local cultural attitudes do not matter for some domains but are important for others. Cultures around the world are getting more and more interconnected and the business world is becoming increasingly global. Inglehart’s framework is also preferable for an additional statistical reason. 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. On the other hand, the results for ALCC were less satisfactory. Table 2 further shows that food and entertainment are the least diagnostic. Once a consumer purchases a product or downloads iTunes Apple has access to data the company leverages. Each chapter tackles a complex theoretical issue in CCT and brings it to life with verve. 5 Diffusion of Innovations. After 20 years of marketing research on GCC and LCC, it is time to take stock. 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. Lean Library can solve it. Alden, Steenkamp, and Batra (2006) found that high foreign mass media exposure, mass migration, and materialism and low susceptibility to normative influences are associated with higher AGCC, whereas the converse holds for ALCC (recall that their measurement is bipolar). Its response surface for brands is flatter (lower absolute magnitude of discrimination parameters) and elevated (larger easiness parameter), compared with that for lifestyle. Third, they used a forced-choice format. 163–69). By continuing to browse Their prospects may be enhanced by growing indications that global integration is stalling (Hu and Spence 2017). By Natalie Maas on 21 Feb 2017. Traditionally social science has tended to regard consumption as a trivial by-product of production. 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. Topics for which this article presents new empirical insights are in italics. 4 Iceberg Concept of Culture. 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. The brand’s CCP positioning strategy is an important channel through which the firm can influence these perceptions (Akaka and Alden 2010). With respect to the localization response, the response surface for lifestyle is both steeper and elevated compared with that for brands. In chapter 5 of „Culture and Consumption“ McCracken explains the movement of meaning from the culturally constituted world to consumer goods to individual consumers. This article attempts to understand the impact of global consumer culture and ethnocentric consumerism on global citizenship by identifying the mediating effect of cultural intelligence.,The proposed structural equation model explains the relationship between global consumer culture, ethnocentric consumerism, and global citizenship. 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. The overall brand equity score was obtained by averaging scores across the four components. Owing to the le… What are the implications of the idea of modernity for consumer research? Broadly, scholars agree that it involves combinations of local and global consumer culture within one person. 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. It implies that in a modern world, core identities are defined and oriented in relation to consumption. Schwartz’s bipolar dimensional framework performs the worst, its R2 not even being significant. To assess the validity of this simple solution, I turned to the large sample (N = 13,112) of Steenkamp and De Jong (2010). Consumer culture can be broadly defined as a culture where social status, values, and activities are centered on the consumption of goods and services. 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),, 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. Globalization and Global Consumer Culture Converting and Diverging Consumer Behavior Post-Scarcity Societies and the Culture Paradigm Global Communities? (, Bartsch, Fabian, Riefler, Petra, Diamantopoulos, Adamantios (, Batra, Rajeev, Ramaswamy, Venkatraman, Alden, Dana L., Steenkamp, Jan-Benedict E.M., Ramachander, S. (, Baumgartner, Hans, Steenkamp, Jan-Benedict E.M. (, Bearden, William O., Netemeyer, Richard G., Haws, Kelly L. (, Berry, John W., Kim, U., Power, S., Young, M., Bujaki, M. (, Crane, Diana, Kawashima, Nobuko, Kawasaki, Kenichi, eds. Access to society journal content varies across our titles. View or download all content the institution has subscribed to. This sets the context for an in-depth treatment of consumer attitudes toward GCC (AGCC) and LCC (ALCC). 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. Inglehart’s theory is grounded in materialism and modernization theory, which makes it especially relevant for studying GCC and LCC. From Sid Levy’s famous 1955 HBR article, “Symbols for Sale,” to today’s thriving scholarship and practice across the globe, this research tradition offers powerful approaches to think about consumers as social beings creating meanings in and through the marketplace. 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. Table 1. Answering these questions requires obtaining repeated measurements of AGCC and ALCC for the same people over a prolonged period of time. However, other researchers may disagree with these choices. Strategy / By Ghost Kitchen Expert. The literature is less clear on the exact nature of such hybrid combinations. Thus, generalization across populations and countries is difficult. 4 Consumer Culture theory define consumer culture theory, outline its … of re-spiritualization or de-secularization observable in certain parts of the global society. 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). 2A small effect (r = .10), would be “significant” at p = .61, which makes little sense. To what extent is the attractiveness of GCCP affected by economic and political events? 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). Consumer culture are the shared experiences, symbols and norms that evolve in markets for consumer products. I regressed AGCC and ALCC on each set of cultural dimensions separately. His research involves the These societies have high levels of national pride and take protectionist and nationalist attitudes. They are also higher on intellectual autonomy and are more secular-rational. Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. In the cultural globalization and acculturation literatures, the glocalization response is less precisely defined than the globalization and localization responses are. Consumer Culture and Postmodernism (Published in association with Theory, Culture & Society) Professor Mike Featherstone For the last edition, Prof. Featherstone added a … The aim of the study was to determine the dimensions in which cultures vary. Our discipline has long recognized the importance of GCC and LCC. See all articles by Sankalp Jain Sankalp Jain. I revisit this finding in the final section of the article. Its approach refers to a family of theoretical perspectives that address the dynamic relationship between consumer actions, the marketplace, and cultural meanings. In sum, the brand equity analysis shows that the interplay between the CCP used by the brand and consumers’ attitudes toward consumer culture has an appreciable (medium to large) effect on brand equity for roughly one-third of the international brands in consumer packaged goods. However, they also retain a strong local culture orientation with respect to food and music. 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. The dotted arrows do not indicate a causal relation but show the flow of information dissemination and sources of conceptual ideas. Finally, we narrow the debate to CCT work on technological consumption and consider the much needed opportunities for cross-fertilization between CCT and ANT studies of technological innovation. A consumer culture can be viewed both positively and negatively. 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. Across AGCC and ALCC, Inglehart’s secular-rational dimension is the single most diagnostic factor for explaining country differences in consumer cultural attitudes. Table 3. Members of _ can log in with their society credentials below. It enables people to articulate the cultural processes (ideological, mythic, ritualistic, etc.) Thirdly, the consumer may fuse LCC and GCC, creating new and unique elements that are atypical of both (Coleman 1995; Sandikci and Ger 2002). This finding gives quantitative, generalized evidence for the occurrence of glocalization responses in foods, as identified in consumer culture theory research. Consumer culture can be used to build strong brands (Cayla and Arnould 2008; Holt 2004; Kumar and Steenkamp 2013). Sociodemographic characteristics usually explain little variance in consumer traits, which is unfortunate because they are particularly useful for managers. Home > Business & Economics > Global Consumer Culture: Theories and Approaches. Alden, Steenkamp, and Batra (2006) proposed a construct called global consumption orientation. Furthermore, a consumer has to be extremely low on AGCC and ALCC before being likely to indicate alienation from cultural connotations with respect to food. Please read and accept the terms and conditions and check the box to generate a sharing link. Appadurai (1996) states that global cultural forces tend to become indigenized in one way or another. You can be signed in via any or all of the methods shown below at the same time. Culture is defined as the total behavioral traits learned, manifested and shared among members of a society. The results of this new analysis are shown in Table 3. 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. Consumer culture theory (CCT) is a stream of research focusing on consumption patterns as a social and cultural practice. The spread of global consumer culture provokes backlash and resistance. Finally, with glalienation, both a rise in AGCC and a rise in ALCC would negatively affect the odds of selecting the response option. Future research would benefit from a rigorous analysis of the convergent validity of these constructs and whether they behave similarly in nomological analyses. A brief look inside the relationship between marketing and culture as it relates to cross cultural marketing and global consumer culture. Research has further documented that local brands can counter the threat posed by global brands by incorporating LCC elements into their brand promise (Özsomer 2012; Schuiling and Kapferer 2004; Steenkamp, Batra, and Alden 2003; Strizhakova and Coulter 2015). In synthesis, the review of the theoretical foundations of GCC and LCC reveals four ideal types of consumer responses to the forces of globalism and localism with broadly the same meaning: (1) globalization/homogenization/ assimilation, (2) localization/separation/polarization, (3) glocalization/integration/hybridization/creolization/fusion, and (4) glalienation/marginalization. Acculturation refers to changes that individuals and groups of people experience as a result of coming into contact with another culture. On the other hand, Hofstede’s dimensions exhibited several high correlations (in the range of .5 to .6). However, when degrees of freedom are taken into account, Inglehart’s framework performs best. Yet, international marketers are keenly interested in establishing cross-national generalizations and boundary conditions. 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. 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). While few would dispute that global elites and global youth have different outlooks, should their cultures be regarded as subcultures under an all-encompassing GCC umbrella, or should GCC be broken up into these subcultures? (Carroll, 2014). 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). Finally, for each cultural framework, national culture has much greater predictive power for ALCC than for AGCC. 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. As shown, the IRT model of Steenkamp and De Jong (2010) can be used to quantify key aspects of consumer culture theory. 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. 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. Just as Bay, a prominent cultural innovator, momentarily (but devastatingly!) 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. 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. The consumer culture theory is a family of theoretical perspectives based on the study of consumption choices and behaviours, not from the traditional economic or psychological point of view, but on the social and cultural side of things which address the dynamic relationships between consumer actions, the marketplace, and cultural meanings. Managers leveraging LCC should opt for LCCP in their advertising and marketing strategy and, if successful, have imbued their brands with associations of heritage, authenticity, nostalgia, and local values. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). Some have argued that globalization and (alleged) homogenization favor those marketers who are able to position their brands as symbols of global consumer culture (GCC; Özsomer, and Altaras 2008; Steenkamp, Batra, and Alden 2003; Xie, Batra, and Peng 2015). 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). Compared with, say, five years ago, nationality and borders seem to have become more important. 247 global consumer culture essay examples from professional writing service EliteEssayWriters. Thus, LCC remains a vital cultural force in today’s world. 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). Only 14.8% of the advertisements did not use a dominant CCP, attesting to CCP’s widespread use by firms. The most influential bidimensional model is Berry’s framework (Berry et al. Consumer culture theory helps us take note of the cultural forces and dynamics in which technology consumption is entangled. These psychographic profiles are consistent with results reported in Table 3. We will write a custom essay specifically for you for only $16.05 $11/page Learn more. 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. 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. After all, why should companies bother to study consumer culture if it does not affect consumer behavior? What is the effect of current pushback against globalization on consumer attitudes? 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). 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).