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Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism

Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism A major effect of globalization is one that occurs on the self-concept. This is especially the case for young consumers, and particularly for millennials. Despite this cohort’s idiosyncrasies, little attention has been paid to the study of their consumer identities, an important aspect of self-concept. The current research addresses this gap by examining the way millennial consumers’ global and national identities help explain two attitudinal outcomes associated with globalization: materialism and consumer ethnocentrism. Data were collected from millennials in two distinct socio-cultural contexts. A key finding suggests that distinct contexts (i.e., collectivist and ethnically homogeneous vs. individualistic and ethnically diverse) exhibit differences in the formation of materialism and consumer ethnocentrism among millennials. Additionally, results indicate that for similar consumer segments, each context’s configuration of millennials shows differences in global and national identities. Implications for future researchers and practitioners are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of Social Psychology Taylor & Francis

Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism

The Journal of Social Psychology , Volume 159 (2): 20 – Mar 4, 2019

Millennials’ national and global identities as drivers of materialism and consumer ethnocentrism

The Journal of Social Psychology , Volume 159 (2): 20 – Mar 4, 2019

Abstract

A major effect of globalization is one that occurs on the self-concept. This is especially the case for young consumers, and particularly for millennials. Despite this cohort’s idiosyncrasies, little attention has been paid to the study of their consumer identities, an important aspect of self-concept. The current research addresses this gap by examining the way millennial consumers’ global and national identities help explain two attitudinal outcomes associated with globalization: materialism and consumer ethnocentrism. Data were collected from millennials in two distinct socio-cultural contexts. A key finding suggests that distinct contexts (i.e., collectivist and ethnically homogeneous vs. individualistic and ethnically diverse) exhibit differences in the formation of materialism and consumer ethnocentrism among millennials. Additionally, results indicate that for similar consumer segments, each context’s configuration of millennials shows differences in global and national identities. Implications for future researchers and practitioners are discussed.

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References (93)

Publisher
Taylor & Francis
Copyright
© 2019 Taylor & Francis
ISSN
1940-1183
eISSN
0022-4545
DOI
10.1080/00224545.2019.1570904
Publisher site
See Article on Publisher Site

Abstract

A major effect of globalization is one that occurs on the self-concept. This is especially the case for young consumers, and particularly for millennials. Despite this cohort’s idiosyncrasies, little attention has been paid to the study of their consumer identities, an important aspect of self-concept. The current research addresses this gap by examining the way millennial consumers’ global and national identities help explain two attitudinal outcomes associated with globalization: materialism and consumer ethnocentrism. Data were collected from millennials in two distinct socio-cultural contexts. A key finding suggests that distinct contexts (i.e., collectivist and ethnically homogeneous vs. individualistic and ethnically diverse) exhibit differences in the formation of materialism and consumer ethnocentrism among millennials. Additionally, results indicate that for similar consumer segments, each context’s configuration of millennials shows differences in global and national identities. Implications for future researchers and practitioners are discussed.

Journal

The Journal of Social PsychologyTaylor & Francis

Published: Mar 4, 2019

Keywords: Consumer ethnocentrism; consumer identity; global identity; globalization; millennials; materialism; national identity

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