Acculturation to the global consumer culture: Ten years after and agenda for the next decade

Mark Cleveland 한국마케팅과학회 2018 마케팅과학연구 Vol.28 No.3

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.

내가 학교에서 배우지 못한것들 : 컴퓨터시대의 공연예술 디자인과 프러덕션

Cleveland, Barrett 용인대학교 조형연구소 1998 조형논총 Vol.3 No.-

Profile Evolution for Conformal Atomic Layer Deposition over Nanotopography

Cleveland, Erin R.,Banerjee, Parag,Perez, Israel,Lee, Sang Bok,Rubloff, Gary W. American Chemical Society 2010 ACS NANO Vol.4 No.8

<P>The self-limiting reactions which distinguish atomic layer deposition (ALD) provide ultrathin film deposition with superb conformality over the most challenging topography. This work addresses how the shapes (<I>i.e.</I>, surface profiles) of nanostructures are modified by the conformality of ALD. As a nanostructure template, we employ a highly scalloped surface formed during the first anodization of the porous anodic alumina (PAA) process, followed by removal of the alumina to expose a scalloped Al surface. SEM and AFM reveal evolution of surface profiles that change with ALD layer thickness, influenced by the way ALD conformality decorates the underlying topography. The evolution of surface profiles is modeled using a simple geometric 3D extrusion model, which replicates the measured complex surface topography. Excellent agreement is obtained between experimental data and the results from this model, suggesting that for this ALD system conformality is very high even on highly structured, sharp features of the initial template surface. Through modeling and experimentation, the benefits of ALD to manipulate complex surface topographies are recognized and will play an important role in the design and nanofabrication of next generation devices with increasingly high aspect ratios as well as nanoscale features.</P><P><B>Graphic Abstract</B> <IMG SRC='http://pubs.acs.org/appl/literatum/publisher/achs/journals/content/ancac3/2010/ancac3.2010.4.issue-8/nn1009984/production/images/medium/nn-2010-009984_0009.gif'></P>

Ethnic Identity’s Relationship to Materialism and Consumer Ethnocentrism: Contrasting Consumers in Developed and Emerging Economies

Mark Cleveland,Michel Laroche,Nicolas Papadopoulos 한국마케팅과학회 2011 마케팅과학연구 Vol.21 No.2

With the globalization of economies, and the escalating interactions among societies and individuals worldwide, international market segmentation has assumed greater importance. Much more than an economic and geopolitical phenomenon, globalization’s effects operate at the societal and cultural levels, thus strongly affecting the individual consumer. As the locus of cultural effects, ethnic identity is a fundamental shaper of individual consumer behavior. The extensive discourse on the topic of globalization, identity and consequent consumer attitudes and behaviors is not backed by empirical research. The corollary is that knowledge of the outcomes of globalization on ethnic identity remains primarily anecdotal and speculative. Some authors contend that cultures are irrevocably converging, implying consumer attitudes, values and behaviors are becoming more homogeneous. Others counter that globalization reactivates ethnic and communal identities, thus entrenching cross-national differences. A third reckoning depicts a more complex outcome; with harmonization and fragmentation simultaneously occurring. Because globalization’s effects distort across time and place, the impact is variable across industries, economies, cultures, and individuals. From sociology, world system theory evokes asymmetric flows of influence; specifically favoring the developed economies of the West (‘the core’) over developing regions (‘the periphery’). Thus, a key inquiry concerns the differential impact of globalization on consumers living in developed versus emerging economies. Drawing consumers living in eight countries (Mexico, Chile, India, Hungary, Canada, Sweden, Greece, and South Korea), this research investigates the interrelationships among a set of values corresponding to and emanating from, global and local cultural flows; namely, ethnic identity, consumer ethnocentrism, and materialism. The focus is on identifying similarities and differences, in comparing consumers living in developed vs. emerging economies. In addition, three transnational consumer groups are examined, clustering consumers on the strength of affiliation to their national ethnic group (low, moderate and high). Ethnic identity (EID) is the locus of cultural effects. The extant literature testifies to the fundamental role played by EID in shaping consumer behavior. EID was operationalized as a multidimensional construct, incorporating the following facets: identification with and desire to maintain ethnic culture, interpersonal relationships with fellow ethic members, and local culture language usage. More than ever before, the forces of marketing and media, technology, travel and migration, transcend the borders of nation-states. This, according to many social scientists, presages the emergence worldwide of a materialistic, consumption-based orientation. Materialism (MAT) captures the significance of worldly possessions to the individual. Resistance to globalization should manifest through consumer ethnocentrism (CET). CET represents individuals’ biases towards locally-produced products, and against products perceived as foreign/global which are perceived as economic and cultural threats. The antecedent relationships of key demographic segmentation variables (namely, age, education, income, age, sex, and family size) to the psychometric constructs are also assessed, within and between the different groups. To summarize, the main research questions are as follows:1. Is consumer ethnocentrism a function of the strength of held ethnic identification, and is CET attenuated by higher levels of social affluence?2. Is materialism related to wealth and economic development, and is MAT apt to decrease with higher levels of felt EID?3. Which demographic variables are associated with what psychographic constructs (that is, EID, MAT, CET), and how robust are these relationships across levels of economic development and strength of EID?The study involved surveying consum...

The Treaty of Shanyuan from the Perspectives of Western Scholars

( Hoyt Cleveland Tillman ) 성균관대학교 동아시아학술원 2005 Sungkyun Journal of East Asian Studies Vol.5 No.2

In marking the 1000th anniversary of the Treaty of Shanyuan between the Song dynasty and the Khitan Liao dynasty in January 1005, the author surveies Western scholarship on the treaty and how it reflects the overall development of Chinese studies in the West, especially in North America. After using the work of John K. Fairbank as a backdrop for mid-twentieth century views of Imperial China`s world order, the author discusses the research findings of Karl A. Wittfogel, Christian Schwarz-Schilling, Morris Rossabi, Wang Gengwu, Tao Jinshen, Herbert Franke, Denis Twitchett, Klaus-Peter Tietz, and Frederick Mote. Professors Wang and Tao are Chinese, but they earned their graduate degrees in the West, and their publications in English have exercised considerable influence in the West. Thus, this is a case study of changing Western perspectives on China`s foreign relations.

내가 학교에서 배우지 못한것들:컴퓨터시대의 공연예술 디자인과 프러덕션

BARRETT CLEVELAND 용인대학교 조형연구소 1998 조형논총 Vol.3 No.-

Microcomputer technology is rapidly integrating into all aspects of the theatre design and production process. Computer technology has long been used for box office ticketing / accounting, lighting control. and production budgeting and accounting. Computer aided design (CAD) programs have been used by scene and lighting designers since the early 1980's for conventional 2D drafting and generating lighting plots and associated paperwork. We now have the robust hardware and software platforms for 3D modeling and rendering, animating lighting story boards and scene change cues, and a move towards integrated show control using a single system to simultaneously control lighting, sound, special effect and motion control cues. We are now experiencing the problem where most of the theater faculty training tomorrow's designers and technologists were trained before the advent of the microcomputer. Compounding this problem is the situation that most theater faculty integrating computer technology in their curriculum were self taught and there are virtually no texbooks covering the new methods.

디지털 녹음과 편집

(Barrett Cleveland) 용인대학교 조형연구소 1998 조형논총 Vol.3 No.-

컴퓨터를 이용한 무대의상디자인

ANNE CLEVELAND 용인대학교 조형연구소 1998 조형논총 Vol.3 No.-

Costume design has been the last area of theatrical design to embrace computer technology. This is due in part to the complexity of generating human figures as well the difficulty in rendering fabric in an appropriate way. The result is that the computer has become an aid to the traditional means of sketching ideas and is of enormous value in drafting patterns, but is has not changed the costume design process significantly. In the future, through the research done in both costume design and fashion design, computers will become a more valuable tool for envisioning the finished costumes before they are constructed.

AutoCad를 이용한 조명플롯 출력

BARRETT CLEVELAND 용인대학교 조형연구소 1998 조형논총 Vol.3 No.-

APPRECIATING VS. VENERATING CULTURAL OUTGROUPS: THE PSYCHOLOGY OF COSMOPOLITANISM AND XENOCENTRISM

Mark Cleveland,Anjana Balakrishnan 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

In a globalizing world, characterized by increasing diversity and exposure to other societies, understanding individuals’ orientations towards cultural outgroups has both theoretical and practical relevance. When cultural boundaries blur, individuals are afforded the opportunity to reshape their identity and affiliate themselves with multiple groups. However, globalization may also cause value conflict and moral confusion as people face ideas that challenge pre-existing notions. Globalization is therefore intertwined with psychology. Whereas (consumer) ethnocentrism and other exclusionary reactions (animosity, nationalism, xenophobia, etc.) have been the subject of innumerable studies, inclusionary constructs such as cosmopolitanism and particularly, xenocentrism, have only recently gained traction. Cosmopolitanism and xenocentrism denote distinct individual orientations towards cultural outgroups. The former considers an individual’s openness to cultural diversity and ability to navigate through intercultural environments, whereas the latter describes an individual’s feelings of admiration or preference for specific cultural outgroup(s), over their ingroup. Few studies have simultaneously examined these constructs and fewer still have considered these within a nomological framework of key predictors (i.e., basic psychological needs: need for autonomy, relatedness, and competence) and practical outcomes (i.e., cross-group friendships, influentialness, environmental behaviours, maladaptive health behaviours). We hypothesized a series of relationships of various antecedents and outcomes of cosmopolitanism and xenocentrism, and tested these conjectures using survey data from Canadians (n=238) and Americans (n=239). The findings support the psychometric robustness of our operationalization of xenocentrism, and clearly distinguish this construct from cosmopolitanism. Beyond confirming earlier findings (e.g., how proenvironmental behaviours are predicted by cosmopolitanism and xenocentrism), we illuminate several novel relationships (e.g., between basic psychological needs and cosmopolitanism), and elucidate the role played by a key personality dimension, neuroticism, in mediating the relationships between basic psychological needs, and the two outgroup orientations. Theoretical and practical implications, limitations, and future directions are elucidated.