Cross-National Applicability of a Parsimonious Measure of Acculturation to Global Consumer Culture

Abstract

Durvasula and Lysonski’s paper presented a shorter version of the Acculturation to Global Consumer Culture Scale (hereafter AGCC), which was developed by Cleveland and Laroche to address scarcity of measurements that determined how individuals acquired and became a part of the emerging global consumer culture. The following critique discusses a few concerns and three major shortcomings of the paper, including skewed sample frame and incorrect choice of countries for assessing cross-national applicability of the scale, not discussing the differences in the means of the seven distinct dimensions of AGCC across the four nations studied by the authors, and absence of any critical review of existing consumer acculturation scales vis-à-vis AGCC.