The «4Cs» of cultural diversity in consumer research: a literature review and research agenda

Journal Title: European Journal of Management Issues - Year 2016, Vol 24, Issue 7

Abstract

The article focuses on the role of cultural diversity in consumer research. The topic was approached in a non-empirical manner utilizing relevant literature published in the period 2011-2015 in A+ to C ranked journals. Four themes emerged and were integrated into the «4Cs» research taxonomy: Consumer differences, Consumption practices, Complexity in research, and Communication advice for practitioners. Two distinctive streams of research on the topic were identified. The first one concentrates on biculturals by birth or by migration. The second one investigates attitudes towards cultural diversity through identity formation. Important findings from the first stream are that cultural competence impacts the allocation of decision making roles, biculturals are more willing to consume diverse products, and biculturals react positively toward both individually or interpersonally focused advertising appeals. The second stream, related to attitudes towards cultural diversity, identifies that cultural identity impacts consumer behavior. Cultural identity can be approached as national vs. global identity, or as local vs. global identity, or from a position of the global citizenship.

Authors and Affiliations

Lachezar Ivanov

Keywords

Related Articles

The «4Cs» of cultural diversity in consumer research: a literature review and research agenda

The article focuses on the role of cultural diversity in consumer research. The topic was approached in a non-empirical manner utilizing relevant literature published in the period 2011-2015 in A+ to C ranked journals. F...

Evaluation of the impact of promotional campaign through a social networks on the key performance indicators of website for online of group-buying in Brazil

Relevance of the study: Based on data collection and analysis, present research made it possible to identify how the activities devised by a group-buying website on Facebook may exert influence on the KPIs for success. P...

Особливості розвитку інноваційного середовища в Україні в умовах глобальної конкуренції

In the article the features of innovative development in Ukraine in the increasingly global competition. Analyzed the transformations in the development of investment and innovation environment in Ukraine, which made it...

The development of a questionnaire to measure business process maturity

Purpose: the creation of a questionnaire for business process maturity measurement. Design/Method/Approach. The authors developed a set of items and applied confirmatory factor analysis in order to demonstrate questionna...

Сучасні тенденції розвитку міжнародного туристичного ринку [Modern tendencies of development of international tourism market]

The essence of the international tourism is opened. Regional dynamics of internationaltourism in the last 45 years differs considerable changes. Value of tourism constantlyincreases in the world that contact about influe...

Download PDF file
  • EP ID EP191633
  • DOI 10.15421/191620
  • Views 160
  • Downloads 0

How To Cite

Lachezar Ivanov (2016). The «4Cs» of cultural diversity in consumer research: a literature review and research agenda. European Journal of Management Issues, 24(7), 194-200. https://europub.co.uk/articles/-A-191633