Globalization in the Less Affluent World: Moroccan Consumers' Acculturation to Global Consumer Culture in Their Homeland

Delphine Godefroit-Winkel, Univ Lille Nord de France- SKEMA Business School, France
Marie-Hélène Fosse-Gomez, Univ Lille Nord de France- SKEMA Business School, France
Nil Özçaglar-Toulouse, Univ Lille Nord de France- SKEMA Business School, France
Studies have highlighted the difficulty to build a typology of LAW consumers’ behaviors in their increasingly global environment. In this observational and interview based research, The authors identified four consumptions modes in Casablanca which are related to the postassimilationist model, suggesting that acculturation is not restricted to migrants’ experience.
[ to cite ]:
Delphine Godefroit-Winkel, Marie-Hélène Fosse-Gomez, and Nil Özçaglar-Toulouse (2012) ,"Globalization in the Less Affluent World: Moroccan Consumers' Acculturation to Global Consumer Culture in Their Homeland", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 454-461.