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| Author: | Ger, G. Belk, R. W. |
| Title: | I'd like to buy the world a Coke: Consumptionscapes of the "Less affluent world" |
| Journal: | Journal of Consumer Policy
1996 : SEP, VOL. 19:3, p. 271-304 |
| Index terms: | GLOBAL MARKETING DEVELOPED ECONOMIES WEALTH CULTURE CONSUMPTION |
| Language: | eng |
| Abstract: | The impact of globalization on the patterns of consumption of the Less affluent world are examined, drawing on examples of consumer culture contact with the More affluent world. The findings of the study include that rising consumer expectations and desires are fueled by global mass media, immigration, tourism, the export of popular culture and the marketing activities of transnational firms. Yet, these global consumption influences are more apt to produce social inequality, consumer frustrations, class polarizations, materialism, stress, and also threats to the environment and health. Local consumptionscapes become a nexus of numerous, old, new and modified forces that shape unique consumption meanings and insure that consumption patterns of the Less affluent world will not result in Western consumer culture writ globally. |
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