Susceptibility to global consumer culture : a cross-cultural study

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Book chapter

Source Publication

AP: Asia-Pacific Advances in Consumer Research Volume 9

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Association for Consumer Research


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.

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Copyright © 2011 The Association for Consumer Research. Access to external full text or publisher's version may require subscription.

Additional Information

ISBN of the source publication: 9780915552689

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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