Consumer Demographics, Ethnocentrism, Cultural Values and Acculturation to the Global Consumer Culture

Anne Marie Doherty, J.M. Carpenter, M. Moore, N. Alexander

    Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

    Abstract

    Globalization of consumer markets creates both threats and opportunities for retailers that enter markets outside of their origin as well as for domestic firms. Recently, researchers established a framework for examining the development of supra national marketing segments to explain acculturation to the global consumer culture (AGCC) (Cleveland and Laroche, 2007). This research examines demographic and cultural drivers of AGCC and the impacts of global acculturation on ethnocentrism towards international retailers among a cross-section of U.S. consumers (N=492). Three of four demographic predictors and individualism impact different dimensions of AGCC, while the dimensions of AGCC impact ethnocentrism in divergent directions.
    Original languageEnglish
    Title of host publicationN/A
    Publication statusPublished - 18 Apr 2012
    Event American Marketing Association/American Collegiate Retailing Association Triennial Retailing Conference - Seattle, USA
    Duration: 18 Apr 201221 Apr 2012

    Conference

    Conference American Marketing Association/American Collegiate Retailing Association Triennial Retailing Conference
    Period18/04/1221/04/12

    Keywords

    • acculturation
    • consumer culture
    • ethnocentrism
    • retail

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