Education for Autonomy in the Context of Consumer Culture

In this article we present a conceptual of the effect of cross culture on consumer behavior incorporating the impact of globalization. This conceptual idea shows that culture inûuences various domains of consumer behavior directly as well as through international organization to implement marketing strategy. The conceptual identify several factors such as norm and value in the community, several variables and also depicts the impact of other environmental factors and marketing strategy elements on consumer behavior. We also identify categories of consumer culture orientation resulting from globalization. Highlights of each of the several other articles included in this special issue in Asia region. We conclude with the contributions of the articles in terms of the consumer cultural orientations and identify directions for future research.

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THE IMPACT OF SUSCEPTIBILITY TO GLOBAL CONSUMER CULTURE ON COMMITMENT AND LOYALTY: TESTING OF THE MODERATING EFFECT OF COUNTRY OF ORIGIN

10.15444/gmc2016.04.05.03 ◽

2016 ◽

Author(s):

Jae-Kwang Hwang ◽

Sally Kim ◽

Dongkeun Yoo ◽

Phil Soo Lee ◽

Yong-Ki Lee

Keyword(s):

Consumer Culture ◽

Country Of Origin ◽

Moderating Effect ◽

The Impact

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Looking at Innovation through CCT Glasses: Consumer Culture Theory and Google Glass Innovation

Journal of Innovation Management ◽

10.24840/2183-0606_001.001_0005 ◽

2013 ◽

Vol 1 (1) ◽

pp. 38-54 ◽

Cited By ~ 8

Author(s):

Stefano Pace

Keyword(s):

Innovation Diffusion ◽

Consumer Culture ◽

Preliminary Analysis ◽

Consumer Behaviour ◽

New Product ◽

Google Glass ◽

Culture Theory ◽

Cultural Determinants ◽

Functional Features ◽

Consumer Culture Theory

Today innovation can be so radical and futuristic that common models of innovation diffusion might not be enough. The success of an innovation relies on the functional features of the new product, but also on how consumers shape the meaning of that innovation. Consumer Culture Theory (CCT) can help managers by focusing on the cultural determinants of consumer behaviour. The work provides a preliminary analysis of how consumers elaborate the cultural platform that will determine the degree of success of the upcoming innovation Google Glass.

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