Consumer dispositions in multicultural contexts: a framework proposition
DOI:
https://doi.org/10.5585/remark.v19i3.15410Palabras clave:
Consumer Dispositions, Ethnocentrism, Nationalism, Patriotism, Cosmopolitanism, Xenocentrism, Exoticism.Resumen
Objective: Globalisation has led to the formation of cultural flows across national borders, resulting in different behaviours concerning foreign products consumption. The objective of this study is to organise some of the constructs that describe consumer dispositions in multicultural contexts, by tracking the available literature on these dispositions, and by proposing a conceptual framework.
Methodology: It was adopted a conceptual perspective, where a systematic review of the literature was used to organise the ingroup and outgroup dispositions.
Main results: It was identified that the study of consumer dispositions is a relatively recent topic in the academic literature, having 35 years from the first published article, and 53% of them being published in 2016 and after. Also, studies on ingroup dispositions are in a more mature stage than the ones on outgroup dispositions.
Originality: Authors propose a two-dimensional framework that combines pro and anti perspectives of the dispositions.
Theoretical contributions: Beyond the pro perspective already present in the literature, this research proposes the combination of pro and anti aspects, drawing attention to a neutral consumers position. Authors also recommend the inclusion of exoticism as a pro-outgroup disposition in consumer behaviour.
Descargas
Citas
Adorno, T. W., Frenkel-Brunswik, E., Levinson, D. J., & Sanford, R. N. (1950). The authoritarian personality. New York: Harper.
Anderson, B. (1991). Imagined Communities: Reflections on the Origin and Spread of Nationalism. London: Verso Editions.
Appadurai, A. (1996). Modernity At Large: Cultural Dimensions of Globalization. Minneapolis: University of Minnesota Press.
Arboleda, A. M., & Gonzalez, J. F. (2016). Creating a Competitive Advantage: The Exoticism of Tango and Salsa From Cali, Colombia. International Journal of Arts Management, 19(1), 42–53.
Aria, M., & Cuccurullo, C. (2017). bibliometrix: An R-tool for comprehensive science mapping analysis. Journal of Informetrics, 11(4), 959–975.
Balabanis, G., & Diamantopoulos, A. (2016). Consumer Xenocentrism as Determinant of Foreign Product Preference: A System Justification Perspective. Journal of International Marketing, 24(3), 58–77. https://doi.org/10.1509/jim.15.0138
Balabanis, G., Diamantopoulos, A., Mueller, R. D., & Melewar, T. C. (2001). The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157–175.
Bartsch, F., Riefler, P., & Diamantopoulos, A. (2016). A taxonomy and review of positive consumer dispositions toward foreign countries and globalisation. Journal of International Marketing, 24(1), 82–110. https://doi.org/10.1509/jim.15.0021
Bauman, Z. (2004). Identity: Conversations with Benedetto Vecchi. Cambridge, UK: Polity Press.
Cleveland, M., & Bartsch, F. (2019). Global consumer culture: epistemology and ontology. International Marketing Review, 36(4), 556–580. https://doi.org/10.1108/IMR-10-2018-0287
Cleveland, M., Erdogan, S., Arikan, G., & Poyraz, T. (2011). Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study. Journal of Business Research, 64(9), 934–943. https://doi.org/https://doi.org/10.1016/j.jbusres.2010.11.015
Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249–259. https://doi.org/10.1016/j.jbusres.2006.11.006
Cleveland, M., Laroche, M., & Papadopoulos, N. (2009). Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes. Journal of International Marketing, 17(1), 116–146. https://doi.org/10.1509/jimk.17.1.116
Diamantopoulos, A., Davvetas, V., Bartsch, F., & Mandler, T. (2019). On the Interplay between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment. Journal of International Marketing, 27(4), 39–57. https://doi.org/10.1177/1069031X19865527
Druckman, D. (1994). Nationalism, Patriotism, and Group Loyalty: A Social Psychological Perspective. Mershon International Studies Review, 38(1), 43–68. https://doi.org/10.2307/222610
Featherstone, M. (2002). Global Culture: Nationalism, Globalisation, and Modernity (M. Featherstone, ed.). London: Sage Publications.
Foster, S. W. (1982). The exotic as a symbolic system. Dialectical Anthropology, 7(1), 21–30.
Ger, G., & Belk, R. W. (1996). I'd like to buy the world a Coke: Consumptionscapes of the "Less Affluent World." Journal of Consumer Policy, 19, 271–304.
Hall, S. (1992). The question of cultural identity. In Modernity and its futures (pp. 274–316). Cambridge: Polity Press & Open University.
Holt, D. B. (1998). Does cultural capital structure American consumption? Journal of Consumer Research, 25(1), 1–25.
Kent, D. P., & Burnight, R. G. (1951). Group centrism in complex societies. American Journal of Sociology, 57(3), 256–259.
Klein, J. G., Ettenson, R., & Morris, M. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. Journal of Marketing, 62(1), 89–100.
Kosterman, R., & Feshbach, S. (1989). Toward a Measure of Patriotic and Nationalistic Attitudes. Political Psychology, 10(2), 257–274. https://doi.org/10.2307/3791647
Leitão, D. K. (2007). We, the others: construction of the exotic and consumption of brazilian fashion in France. Horizontes Antropológicos, 13(28).
Lu, I. R. R., Heslop, L. A., Thomas, D. R., & Kwan, E. (2016). An examination of the status and evolution of country image research. International Marketing Review, 33(6). https://doi.org/https://doi.org/10.1108/IMR-03-2015-0036
Mancebo, D. (2002). Globalização, cultura e subjetividade: discussão a partir dos meios de comunicação de massa. Psicologia: Teoria e Pesquisa, 18(3), 289–295.
Mathews, G. (2000). Global Culture/Individual Identity: Searching for Home in the Cultural Supermarket. London: Routledge.
Motta, A. (2015). “ALTERA PARTE”: exotismo, estereótipos e assimetrias. Áltera -Revista de Antropologia, 1(1), 144–168.
Pecotich, A., & Ward, S. (2007). Global branding , country of origin and expertise An experimental evaluation. International Marketing Review, 24(3), 271–296. https://doi.org/10.1108/02651330710755294
Petticrew, M., & Roberts, H. (2006). Systematic Reviews in the Social Sciences: A practical guide. Blackwell Publishing.
Pickering, C., & Byrne, J. (2013). The benefits of publishing systematic quantitative literature reviews for PhD candidates and other early-career researchers. Higher Education Research and Development, 33(3), 534–548. https://doi.org/10.1080/07294360.2013.841651
Porto da Rocha, M. B., & Strehlau, V. I. (2020). Choosing Identity in the Global Cultural Supermarket: The German Consumption of the Afro-Brazilian Capoeira. Journal of International Consumer Marketing, 32(3), 194–209. https://doi.org/10.1080/08961530.2019.1671294
Prince, M., Davies, M. A. P., Cleveland, M., & Palihawadana, D. (2016). Here, there and everywhere: a study of consumer centrism. International Marketing Review, 33(5). https://doi.org/10.1108/IMR-06-2014-0205
Riefler, P., & Diamantopoulos, A. (2009). Consumer cosmopolitanism : Review and replication of the CYMYC scale*. Journal of Business Research, 62(4), 407–419. https://doi.org/10.1016/j.jbusres.2008.01.041
Sankaran, K., & Demangeot, C. (2011). On becoming a culturally plural consumer. Journal of Consumer Marketing, 28(7), 540–549. https://doi.org/https://doi.org/10.1108/07363761111181536
Schatz, R. T., Staub, E., & Lavine, H. (1999). On the varieties of national attachment: Blind versus constructive patriotism. Political Psychology, 20(1), 151–174.
Schroeder, J. E., & Borgerson, J. L. (2005). An Ethics of Representation for International Marketing Communication. International Marketing Review, 22(5), 578–600.
Segalen, V. (2002). Essay on exoticism: an aesthetics of diversity. London: Duke University Press.
Shankarmahesh, M. N. (2006). Consumer ethnocentrism: An integrative review of its antecedents and consequences. International Marketing Review, 23(2), 146–172. https://doi.org/10.1108/02651330610660065
Shimp, T. A., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.2307/3151638
Steenkamp, J.-B. E. M. (2019). Global Versus Local Consumer Culture: Theory, Measurement, and Future Research Directions. Journal of International Marketing, 27(1), 1–19. https://doi.org/10.1177/1069031X18811289
Steenkamp, J.-B. E. M., & Baumgartner, H. (1998). Assessing Measurement Invariance in Cross‐National Consumer Research. Journal of Consumer Research, 25(1), 78–90. https://doi.org/10.1086/209528
Tajfel, H., & Turner, J. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33–47). Monterey: Brooks-Cole.
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038.
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2020 Revista Brasileira de Marketing – ReMark
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.