Title

Susceptibility to global consumer culture : a cross-cultural study

Document Type

Book chapter

Source Publication

AP: Asia-Pacific Advances in Consumer Research Volume 9

Publication Date

2011

First Page

360

Last Page

361

Publisher

Association for Consumer Research

Abstract

This study builds on a newly developed measurement scale for consumers' susceptibility to global consumer culture (SGCC) to investigate the motives underlying global consumption behaviour in two different Chinese societies. The measurement of SGCC highlights three dimensions related to global consumption tendencies, namely conformity to social norms, quality perception, and social prestige. The results from the Hong Kong consumers and Shanghai counterparts provide a support of the reliability and validity of the SGCC scale, as well as the connection between the psychological traits and purchase intentions. Managerial implications concerning positioning and communication strategies for global brands are discussed.

Publisher Statement

Copyright © 2011 The Association for Consumer Research.

Additional Information

ISBN of the source publication: 9780915552689

Full-text Version

Publisher’s Version

Recommended Citation

Poon, P., & Zhou, L. (2011). Susceptibility to global consumer culture: A cross-cultural study. In Z. Yi, J. J. Xiao, J. Cotte, & L. Price (Eds.), AP: Asia-Pacific Advances in Consumer Research Volume 9 (pp.360-361). Duluth: Association for Consumer Research. Retrieved from http://www.acrwebsite.org/volumes/1008988/volumes/ap09/AP-09