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.

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...

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.

THE ANTECEDENTS OF GLOBAL BRAND ADVOCACY FOR HOME AND OVERSEAS CHINESE

Mark Cleveland,Boris Bartikowski 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

Fecal metabarcoding and prey pellets reveal differences in prey breadth of Vespa mandarinia in native and novel ecosystems

Moon Bo Choi,Chris Looney,Telissa Wilson,Luke Tembrock,Jessica Orr,Sapphitah Dickerson,Shawn M. Cleveland,Mark Wildung 한국응용곤충학회 2024 한국응용곤충학회 학술대회논문집 Vol.2024 No.04

Vespa mandarinia (Vespidae: Hymenoptera) is one of the two largest true hornets known to science. The species is a noted predator of social Hymenoptera and a significant pest of managed honey bees in its native range, but is also known to feed on a wide variety of other species when available. Most of the prey records for V. mandarinia are derived from visual observations in Japan, with sparse observations from other parts of its native range. A population of V. mandarinia was detected in North America in 2019 and five nests were removed between 2019 and 2021. We extracted DNA from larval meconia from four nests collected in Washington State, USA, and amplified the CO1 region to determine the potential prey base. We compared these with sequences generated from three nests in the Republic of Korea, and with prey pellets collected from foraging hornets at several locations in Korea. Results indicate that the prey base was much wider in the ROK than the USA, although social Hymenoptera were the most abundant and common prey items in both regions. Prey range seems to be bound by an intersection of organism size and local biodiversity, with little evidence to suggest that the latter is a limiting factor in colony success.