Acculturation to Global Consumer Culture and Personal Aspirations: Evidence from Young Adults

Abstract

This paper aims to explain the associations between acculturation to global consumer culture (AGCC) and personal aspirations among young adults in a transitional economy. Previous literature suggests that globalization promotes materialistic values. But is it always the case? Findings of the current study suggest that some dimensions of AGCC have been positively related with extrinsic (materialistic) aspirations (e.g. financial success). But, cosmopolitanism dimension of the AGCC scale has also been positively associated with intrinsic aspirations (e.g. self-acceptance). The paper has important implications for academics and practitioners interested in understanding how acculturation to global consumer culture affects motivations of younger generations.

Keywords

• global consumer culture
• extrinsic aspirations
• cosmopolitanism
• intrinsic aspirations
• young adults

Küresel Tüketici Kültürü Temelinde Kültürleşme Ve Kişisel İstekler: Genç Yetişkinlerden Bulgular

Abstract

Bu makale, geçiş ekonomisinde küresel tüketici kültürüne kültürleşme (KTKK) ve kişisel istekler arasındaki ilişkileri açıklamayı amaçlamaktadır. Önceki yazın küreselleşmenin maddiyatçı değerleri teşvik ettiğini belirtmektedir. Ancak her zaman durum bu şekilde midir? Bu çalışmanın bulguları KTKK Ölçeğinin bazı boyutlarının finansal başarı gibi maddi isteklerle olumlu yönde ilişkili olduğunu ortaya koymaktadır. Ancak, KTKK Ölçeğinin bir boyutu olan kozmopolitlik, kendini kabul etme gibi içsel isteklerle de olumlu yönde ilişkidedir. Makalenin küresel tüketici kültürüne kültürleşmenin genç nesilleri nasıl etkilediğine dair ilgisi olan akademisyenler ve uygulayıcılar için önemli çıkarımları bulunmaktadır.

Keywords

• küresel tüketici kültürü
• dışsal istekler
• kozmopolitlik
• içsel istekler
• genç yetişkinler

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