Convergence and Divergence in Consumer Behaviour

Marieke de-Mooij

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Published: 2002-01-01
DOI: https://doi.org/10.15581/003.15.36367
Keywords:
Convergence, divergence, consumer behaviour, global marketing and advertising

How to Cite

Convergence and Divergence in Consumer Behaviour. (2002). Communication & Society, 15(1), 40-67. https://doi.org/10.15581/003.15.36367
219

Abstract

One aspect of globalisation is convergence of income, media and technology of countries. Many authors generally expect this convergence to lead to homogeneous consumer behaviour. This convergence thesis is increasingly questioned. With converging national wealth there still is substantial variation of consumer behaviour across nations, which is not disappearing. This article provides evidence of divergence of consumer behaviour rather than convergence, it describes the influence of culture, how cultural variables can explain variance and presents patterns that can help predict the future
Keywords:
Convergence, divergence, consumer behaviour, global marketing and advertising

Authors

Marieke de-Mooij
Cross Cultural Communication company.


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Vol. 15 No. 1 (2002)

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