The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General

Book chapter


Czarnecka, B and Schivinski, B (2018). The Effects of Acculturation to Global Consumer Culture on Impulsive Buying and Attitudes Towards Advertising in General. in: Eisend, M (ed.) Advances in Advertising Research IX Springer. pp. 343
AuthorsCzarnecka, B and Schivinski, B
EditorsEisend, M
Abstract

Scholars assert that even though globalisation receives significant atten-tion, research on the effects of globalisation on consumers’ attitudes and behaviour is lacking (Cleveland et al., 2016) often due to the lack of appro-priate theoretical basis (Taylor, 2010). In an attempt to fill this knowledge gap, scholars proposed a theory to describe the relations between globalisa-tion and consumer behaviour (Alden et al., 1999, Merz et al., 2008). Global consumer culture theory (GCCT) posits that the on-going globalisation of markets has led to the emergence of global consumer culture (GCC) in which consumers are exposed to deterritorialised cultural flows such as a variety of foreign and local brands, media, and technology (Cleveland et al., 2016). Originating from GCCT is the concept of acculturation to global con-sumer culture (AGCC), which focuses on how consumers respond to global market forces (Cleveland and Laroche, 2007) and intends to describe changes in consumer behaviour as a result of the influences of GCC. Re-search which employed AGCC focused mainly on its attractiveness to glob-al marketing managers to aid segmentation, targeting, and communication strategies (Cleveland et al., 2013, Cleveland et al., 2015a, Cleveland et al., 2015b, Cleveland et al., 2016, Taylor and Okazaki, 2015, Westjohn et al., 2016). Scholars have called for more research incorporating GCCT con-cepts such as AGCC to help explain consumer behaviour phenomena more accurately than, for example, the over-researched concept of national cul-tures (Khang et al., 2016, Taylor, 2010). This study extends the literature on AGCC by addressing the effects of globalisation on consumers’ attitudes and behaviour. The current authors attempt to explain whether the level of consumer’s acceptance of global market forces impacts impulsive buying behaviour and enhance positive attitudes towards advertising. The conceptual model is controlled for age, gender, and income as possible covariates, based on previous research that indicated that consumer’s demographics influence buying behaviour and attitudes towards advertising (Kacen and Lee, 2002, Hausman, 2000). Hence, the study will answer two important questions: - Do consumers who are more acculturated to GCC buy more impulsive-ly? - Do consumers more acculturated to GCC hold more favourable atti-tudes to advertising? This paper advances the understanding of AGCC and its relations with consumer behaviour. Theoretically, the authors add to the list of anteced-ents of impulsive buying, and to the outcomes of AGCC. From a managerial viewpoint, the authors suggest that encouraging impulsive buying may be easier with consumers acculturated to GCC, and that advertising may be an effective persuasion tool with such consumers.

Page range343
Year2018
Book titleAdvances in Advertising Research IX
PublisherSpringer
Edition1
ISBN9783658226800
Publication dates
Print02 Aug 2018
Publication process dates
Deposited11 Jun 2018
Accepted06 May 2018
Accepted author manuscript
License
Permalink -

https://openresearch.lsbu.ac.uk/item/869xz

Restricted files

Accepted author manuscript

  • 227
    total views
  • 0
    total downloads
  • 3
    views this month
  • 0
    downloads this month

Export as

Related outputs

Motherhood influencers in the UK
Czarnecka, B. and Baxter, K. (2023). Motherhood influencers in the UK. London South Bank University. https://doi.org/10.18744/lsbu.95xy3
Edible High Town: Assessing the value of urban community gardens.
Czarnecka, B. and Deppe, K. (2023). Edible High Town: Assessing the value of urban community gardens. London London South Bank University.
Masculine men do not like feminine wording: the effectiveness of gendered wording in health promotion leaflets in the UK
Baxter, K., Czarnecka, B., Schivinski, B. and Massaro, M. (2022). Masculine men do not like feminine wording: the effectiveness of gendered wording in health promotion leaflets in the UK. PLoS ONE. 17 (10), p. e0273927. https://doi.org/10.1371/journal.pone.0273927
Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure
Ajeyomi, A., Moser, K. and Czarnecka, B. (2022). Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure. 2022 Annual Academy of Management. Academy of Management. https://doi.org/10.5465/AMBPP.2022.13955abstract
Communicating with culturally diverse and economically deprived communities to encourage adoption of environmentally friendly behaviours- the effectiveness of local versus global message framing and shocking images.
Czarnecka, B. and Baxter, K. (2022). Communicating with culturally diverse and economically deprived communities to encourage adoption of environmentally friendly behaviours- the effectiveness of local versus global message framing and shocking images. The International Congress on Public and Nonprofit Marketing. Braga, Portugal 07 - 08 Jul 2022
The effectiveness of gendered wording in health promotion leaflet - exploratory experiment in four English-speaking countries: the UK, USA, Ireland and Canada.
Czarnecka, B., Baxter, Katherine, Basil, Debra, Guzman, Francisco and O'Neil, Claire (2022). The effectiveness of gendered wording in health promotion leaflet - exploratory experiment in four English-speaking countries: the UK, USA, Ireland and Canada. The International Congress on Public and Nonprofit Marketing. Braga, Portugal 07 - 08 Jul 2022
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model
Schivinski, B., Czarnecka, B., Pontes, N, Mao, W, De Vita, J and Stavropoulos, V (2022). Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-05-2021-3468
Individualism/collectivism and perceived consumer effectiveness: The moderating role of global–local identities in a post‐transitional European economy
Czarnecka, B. and Schivinski, B. (2021). Individualism/collectivism and perceived consumer effectiveness: The moderating role of global–local identities in a post‐transitional European economy. Journal of Consumer Behaviour. 21 (2), pp. 180-196. https://doi.org/10.1002/cb.1988
Variation in the timing of Covid-19 communication across universities in the UK.
Quiroz Flores, A., Liza, Farhana, Quteineh, Husam and Czarnecka, B. (2021). Variation in the timing of Covid-19 communication across universities in the UK. PLoS ONE. 16 (2), p. e0246391. https://doi.org/10.1371/journal.pone.0246391
Why do students dislike research methods modules and what to do about it?
Czarnecka, B. and Massaro, M. (2021). Why do students dislike research methods modules and what to do about it? in: Teaching marketing Edward Elgar.
How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture
Czarnecka, B., Schivinski, Bruno and Keles, Serap (2020). How values of individualism and collectivism influence impulsive buying and money budgeting: the mediating role of acculturation to global consumer culture. Journal of Consumer Behaviour. 19 (5), pp. 505-522. https://doi.org/10.1002/cb.1833
Gendered wording in UK health promotion Study 3
Czarnecka, B. (2019). Gendered wording in UK health promotion Study 3.
Gendered wording and endorsers gender in UK
Czarnecka, B. (2019). Gendered wording and endorsers gender in UK .
Perceptions of healthy eating and meanings of food amongst Polish immigrants in Luton – a qualitative study
Czarnecka, B. (2019). Perceptions of healthy eating and meanings of food amongst Polish immigrants in Luton – a qualitative study. London London South Bank University.
How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers
Czarnecka, B. and Mogaji, E. (2019). How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers. International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-07-2019-0249
European Destination managers’ ambivalence towards the use of shocking advertising
Evans, A I, Adamo, G E and Czarnecka, B (2019). European Destination managers’ ambivalence towards the use of shocking advertising. in: Bigne, E and Rosengren, S (ed.) EAA Advances in Advertising Research Springer.
Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising
Czarnecka, B and Schivinski, B (2019). Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising. Journal of Global Marketing. https://doi.org/10.1080/08911762.2019.1600094
High Town Bag Research Report: A report examining the views of the residents in High Town about their local community
Czarnecka, B and Baxter, K (2018). High Town Bag Research Report: A report examining the views of the residents in High Town about their local community. London South Bank University. https://doi.org/10.18744/PUB.002661
Gendered wording in Uk health communication semi-structured interviews
Czarnecka, B. (2018). Gendered wording in Uk health communication semi-structured interviews .
Emotional appeals in UK business-to-business financial services advertisements
Mogaji, E, Czarnecka, B and Danbury, A (2018). Emotional appeals in UK business-to-business financial services advertisements. International Journal of Bank Marketing. 36 (1), pp. 208-227. https://doi.org/10.1108/IJBM-09-2016-0127
Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries.
Czarnecka, B (2018). Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries. in: Foroudi, P and Palazzo, M (ed.) Contemporary issues in branding. Routledge.
What is an "ethnic group" in ordinary people’s eyes? Different ways of understanding it among American, British, Mexican, and Polish respondents
Hamer, K, McFarland, S, Czarnecka, B, Golińska, A, Manrique Cadena, L, Magdalena Łużniak-Piecha, M and Jułkowski, T (2018). What is an "ethnic group" in ordinary people’s eyes? Different ways of understanding it among American, British, Mexican, and Polish respondents. Cross-Cultural Research. https://doi.org/10.1177/1069397118816939
Cultural Meaning, Advertising, and National Culture: A Four-Country Study
Czarnecka, B, Brennan, R and Keles, S (2017). Cultural Meaning, Advertising, and National Culture: A Four-Country Study. Journal of Global Marketing. 31 (1), pp. 4-17. https://doi.org/10.1080/08911762.2017.1376364
Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries
Czarnecka, B and Keles, S (2014). Global Consumer Culture Positioning: The Use of Global Consumer Culture Positioning Appeals Across Four European Countries. Journal of Euromarketing. 23 (3), pp. 59-67. https://doi.org/10.9768/0023.03.059