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Contribution to Book
Susceptibility to global consumer culture : a cross-cultural study
AP: Asia-Pacific Advances in Consumer Research Volume 9
  • Shing Chung, Patrick POON, Lingnan University
  • Lianxi ZHOU, Brock University
Document Type
Book chapter
Publication Date
Association for Consumer Research
This study builds on a newly developed measurement scale for consumers' susceptibility to global consumer culture (SGCC) to investigate the motives underlying global consumption behaviour in two different Chinese societies. The measurement of SGCC highlights three dimensions related to global consumption tendencies, namely conformity to social norms, quality perception, and social prestige. The results from the Hong Kong consumers and Shanghai counterparts provide a support of the reliability and validity of the SGCC scale, as well as the connection between the psychological traits and purchase intentions. Managerial implications concerning positioning and communication strategies for global brands are discussed.
Publisher Statement
Copyright © 2011 The Association for Consumer Research.
Additional Information
ISBN of the source publication: 9780915552689
Full-text Version
Publisher’s Version
Citation Information
Poon, P., & Zhou, L. (2011). Susceptibility to global consumer culture: A cross-cultural study. In Z. Yi, J. J. Xiao, J. Cotte, & L. Price (Eds.), AP: Asia-Pacific Advances in Consumer Research Volume 9 (pp.360-361). Duluth: Association for Consumer Research. Retrieved from