Global Consumer Culture: Evolution, Current State, and Future Research Directions

Seminar abstract

Anchored in Consumer Culture Theory (CCT) (Arnould and Thompson 2005, 2018), Global Consumer Culture Theory (GCCT) (Steenkamp 2019), has had a marked impact on our understanding of how consumer attitudes towards global consumption have been evolving, how this culture is functioning in markets today, and how it has been transforming personal and cultural consumption values in world markets.

Yet, our knowledge of this evolving phenomenon has been changing recently with consumers' renewed interest in local consumption cultures (LCC).

We are now observing not only global and local consumption attitudes in consumers, but also recently evolving consumption patterns in hybrid (Glocal) and marginal consumption behaviour. This phenomenon has generated an urgent need for managers to design and offer global, local, hybrid and marginal positioning strategies to their markets (Alden, Steenkamp and Batra 2006; Batra et al. 2000; Steenkamp, Batra and Alden 2003; and Steenkamp and de Jong 2010)

We are facing today a heightened need for a deeper understanding of how the interplay between global versus local consumer attitudes might construct consumption cultures and how these might affect managerial strategic responses.

This presentation will address:

• how GCCT has evolved (Steenkamp 2019)
• how its epistemology and ontology has been evolving (Strizhakova and Coulter 2019)
• how we we may move our knowledge of GCCT forward

These issues should inspire interesting discussions about the future of consumption cultures and their likely managerial implications.]

Booking

This is an open event and there is no need to book in advance. We welcome you to bring your friends and colleagues along.

Speaker bio

Attila Yaprak is a Professor of Marketing and International Business at Wayne State University, Detroit and is a Network Faculty in Marketing at Sabanci University, Istanbul.

His research has been published in may scholarly journals, including

• Journal of International Business Studies
• Journal of the Academy of Marketing Science
• Journal of Business Research
• Journal of World Business
• Journal of International Marketing
• Management International Review
• Journal of Political Psychology

He is a winner of many teaching awards, including the 2007 Outstanding Marketing Professor Award given by the Academy of Marketing Science and the President's Award for Excellence in Teaching given by the Wayne State University

Professor Yaprak has consulted for the United Nations in Chine, Nepal, Thailand, and the Philippines and held visiting fellowship at universities in Finland, France, Germany and Spain.

He has also served as Executive Director of the Academy of International Business and is currently the Director of Doctoral Programmes at Wayne State's Business School.