Acculturation to the global consumer culture: Ten years after and agenda for the next decade. Issue 3 (3rd July 2018)

• Record Type: Journal Article
• Authors: Cleveland, Mark
• Is Part Of: Journal of global scholars of marketing science. Volume 28:Issue 3(2018)
• Page Start: 257
• Page End: 271
• Publication Date: 2018-07-03
• Subjects: Globalization -- culture -- acculturation -- ethnic identity -- scale development; 全球化 -- 文化 -- 适应 -- 民族认同 -- 规模发展; Marketing -- Periodicals; Marketing; Electronic journals; Periodicals; 658.8
• DOI: 10.1080/21639159.2018.1466656
• Languages: English
• ISSNs: 2163-9159

Abstract

Abstract: Globalization is shaping culture, modifying value systems, affecting social identities, and ultimately, altering the dispositions and behaviors of consumers worldwide. With more than 400 citations to date, Cleveland and Laroche's (2007) publication, which applied social identity and acculturation theories to the study of global consumer culture (GCC), is recognized as one of the defining works on the subject of marketplace globalization. Beyond the theoretical contributions, this research provided, for the first time, a multidimensional scale for measuring how individuals acquire and become a part of the emerging GCC (acculturation to the GCC, or AGCC). This paper (1) reviews the debates surrounding the effects of globalization on consumer behavior, (2) summarizes the extant applications of the AGCC framework and its constituents across numerous settings, and (3) outlines an agenda for future research on GCC.