Convergence across American and Korean young adults: socialisation variables indicate the verdict is still out

Abstract

A study was undertaken to examine consumer socialisation variables among Korean and American young adults. Many studies have been undertaken that focus on American consumers and the consumer socialisation process, but very few cross-cultural studies exist on this topic. However, efforts are increasing to suggest that consumers are converging on a global scale and research is needed to adequately assess the reality of these claims. Specifically the research explored Korean and American consumers’ media use patterns and the believed importance of different agents (media and interpersonal) for consumption-related information. The study also examined the relative importance of social structural variables on consumers’ perceived influences of key socialisation agents. Results indicate that American and Korean consumers are quite similar in how they allocate their time across media. Both groups spent the most time with television and the internet. However, differences were evident in the perceived importance of information sources, as well as the influence of socialisation agents when making purchase decisions. These differences do call into question the ability of standardised advertising campaigns and the ability to present one strategy to a unified global target market. Implications for advertisers and consumer researchers are provided.