You are what you speak? Globalization, multilingualism, consumer dispositions and consumption

Mark Cleveland, Michel Laroche and Nicolas Papadopoulos

Journal of Business Research, 2015, vol. 68, issue 3, 542-552

Abstract: Language intricately interweaves with culture. Acquiring another language provides the tools for interpreting that culture's values and rules guiding social engagement. Hundreds of millions of consumers are currently learning and using English as a second (or third, etc.) tongue. To what extent does this appropriation of English entail convergence towards the consumption values/behaviors of consumers living in the Anglo world?

Keywords: Language; Bilingualism; Culture; Ethnic identity; Globalization; English (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:3:p:542-552

DOI: 10.1016/j.jbusres.2014.09.008

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