A Categorization Approach to Analyzing the Global Consumer Culture Debate

Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, we propose a conceptual framework designed to help clarify discussion and facilitate theoretical progress. By applying Rosch’s (1975) categorization theory, we demonstrate that arguments for global consumer culture are most easily made at the superordinate level. However, their strength (versus glocal and local consumer culture) at the basic and subordinate levels is moderated by whether meanings associated with the consumption factor are primarily functional or symbolic. Managerial implications and future research possibilities are discussed.



Citation:

Michael A. Merz, Yi He, and Dana L. Alden (2006) ,"A Categorization Approach to Analyzing the Global Consumer Culture Debate", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 101-102.

Authors

Michael A. Merz, University of Hawai`i at Manoa, USA
Yi He, University of Hawai`i at Manoa, USA
Dana L. Alden, University of Hawai`i at Manoa, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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