Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising

Journal article

Czarnecka, B and Schivinski, B (2019). Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards, and beliefs about advertising. Journal of Global Marketing. https://doi.org/10.1080/08911762.2019.1600094
AuthorsCzarnecka, B and Schivinski, B
Abstract

This research advances knowledge that can foster understanding of how global consumer culture (GCC) and its elements relate to impulsive buying and sheds light on how advertising attitudes and beliefs interact with this main relationship. Specifically, this study examines the moderating effects of attitudes towards and beliefs about advertising on the relations between consumers’ level of acculturation to global consumer culture (AGCC) and impulsive buying. Consumers who are the most acculturated to GCC, and who have positive attitudes towards and beliefs about advertising buy the most impulsively. AGCC is related to increased impulsive buying even when attitudes towards and beliefs about advertising are negative. The paper contributes to the development of theoretical explanation of these understudied relations by employing acculturation theory and congruity theory. Social and practical implications are discussed.

KeywordsAGCC; impulsive buying; attitudes towards advertising; beliefs about advertising
Year2019
JournalJournal of Global Marketing
PublisherRoutledge (Taylor & Francis Group)
ISSN0891-1762
Digital Object Identifier (DOI)https://doi.org/10.1080/08911762.2019.1600094
Web address (URL)https://www.tandfonline.com/doi/full/10.1080/08911762.2019.1600094
Publication dates
Print23 May 2019
Publication process dates
Deposited25 Mar 2019
Accepted23 Mar 2019
Accepted author manuscript
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Open
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