Susceptibility to Global Consumer Culture: a Cross-Cultural Study

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.


Patrick POON and Lianxi ZHOU (2011) ,"Susceptibility to Global Consumer Culture: a Cross-Cultural Study", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 360-361.


Patrick POON, Lingnan University, Hong Kong
Lianxi ZHOU, Brock University, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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