Convergence And Divergence In Consumer Behaviour
Implications for global advertising
Marieke De MooijCross Cultural Communications Company and University of Navarre
INTRODUCTION
One aspect of globalisation is the convergence of income, media and technology. Many authors (e.g. Jain 1987; Czincota and Ronkainen 1993; Assael 1998; Bullmore 2000) expect this convergence to lead to homogeneous consumer needs, tastes and lifestyles. For example, crossborder music channels such as MTV, increased travel, and global communications have encouraged the notion of a 'global teenager' that is, the notion that teenagers possess similar values, regardless of their country of origin (e.g. Assael...