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Nigeria In Transition: Acculturation To Global Consumer Culture, Steven Lysonski, Srinivas Durvasula
Nigeria In Transition: Acculturation To Global Consumer Culture, Steven Lysonski, Srinivas Durvasula
Marketing Faculty Research and Publications
Purpose
The purpose of this paper is to investigate the extent to which young urban Nigerians in Lagos have become acculturated to global consumer culture and the impact of acculturation on consumer ethnocentrism and materialism.
Design/Methodology/Approach
A total of 165 young Nigerians living in Lagos completed a survey. The survey scales consisted of seven different dimensions of global consumer acculturation, ethnocentrism, materialism and demographics. All scales had strong reliabilities.
Findings
Nigerians were acculturated to a large degree in terms of cosmopolitan tendency, exposure to marketing activities of multinationals, English language usage, social interactions, and global mass media exposure. However, openness …