The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior

Mark Cleveland, Michel Laroche, Ikuo Takahashi

研究成果: Article査読

26 被引用数 (Scopus)

抄録

ABSTRACT: Acculturation research has mostly focused on the experiences of ethnic minorities, but nowadays global forces are shaping mainstream societies. How does exposure to global consumer culture (GCC) combine with a social identity drawing from nationality to impact consumer behavior? Using multidimensional measures for national ethnic identity and acculturation to GCC (AGCC), we investigate cultural relationships with an array of consumer attitudes and behaviors, focusing on Japan: an economically advanced country but with a non-Western and ethnically homogeneous people. AGCC positively (negatively) associated with materialism (consumer ethnocentrism); whereas Japanese ethnic identity positively associated with materialism. The behavioral impact of the cultural constructs was complex, varying substantially across 71 behaviors grouped into several product categories, whereby four broad acculturation patterns are discernible. Based on relative degrees of Japanese ethnic identity and AGCC, four consumer segments were revealed.

本文言語English
ページ(範囲)364-387
ページ数24
ジャーナルJournal of International Consumer Marketing
27
5
DOI
出版ステータスPublished - 2015 10月 20

ASJC Scopus subject areas

  • 管理情報システム
  • マーケティング

フィンガープリント

「The Intersection of Global Consumer Culture and National Identity and the Effect on Japanese Consumer Behavior」の研究トピックを掘り下げます。これらがまとまってユニークなフィンガープリントを構成します。

引用スタイル