Arnett (2002) stresses that young c

Arnett (2002) stresses that young consumers in developing countries are in a state of flux in terms of their adaptation to globalization. For this reason, the respondents in our study had an urban and younger demographic profile. Furthermore, we also wish to investigate if this global consumer mindset has a relationship with other important consumer behavior dimensions such as consumer ethnocentrism and materialism given the concern expressed in the literature about these concepts.

Measuring acculturation to global consumer culture and research hypotheses
While this acculturation debate continues, metrics to determine if these common tastes are indeed emerging have not been well developed. Instead, studies have looked at the presence of global segments such as teens, the elite, and middle class. Missing was a way of measuring the extent to which consumers in various countries have been transformed into a global consumer culture. Recently, however, Cleveland and Laroche (2007) developed a scale to measure acculturation to the global consumer culture (AGCC). Many researchers highlight the need to measure and document cultural differences among countries. Their approach represents one of the first to gauge the mindset of the “transformed” global consumer. In this approach, they identified seven dimensions of acculturation to global consumer culture as discussed below. We also provide a research hypothesis for each of the dimensions.
(1) Cosmopolitan tendency (COS) relates to willingness to engage with different cultures and the degree to which a
consumer feels comfortable in interacting with different cultures. Cosmopolitans want to immerse themselves in other cultures. According to Hannerz (1990) a person can be cosmopolitan without leaving his/her country due to the culture-shaping power of the media. Hence, we hypothesize that:
H1. Nigerians will exhibit a positive level of this cosmopolitan tendency given the presence of global media and activities of multinational firms in promoting their goods to Nigerians.
(2) Exposure to marketing activities (EXM) represents the degree of exposure to marketing and advertising activities of multinational or global firms. Pen˜ aloza and Gilly (1999) comments that marketers are directly involved in the diffusion of cultural values to consumers in other countries. This YouTube link of a Pepsi commercial in Nigeria captures this idea: www.youtube.com/watch?v ¼ mE45WPvOHPo. Moreover, Ger and Belk (1996) suggest that marketing and advertising activities of multinational firms are the most direct influence of this proliferation and homogenization of (global culture). Hence, when consumers are exposed to such stimuli, they are likely to be transformed in the process and become more acculturated to consumerism. Agbonifoh and Elimimian (1999) quote Russell Belk concerning the notable impact of transnational firms on less developed countries. Arnett (2002) discusses the significant increase in recent years in the frequency and intensity of the contacts that consumers have with global culture from the West in terms of free markets, consumerism and individualism, all of which are featured in the media. Based on the ubiquity of global brands and advertising in Nigeria, we propose the following:
H2. Nigerians will have high levels of exposure to marketing activities of multinationals given the drive by multinational firms to promote their goods to Nigerians.
(3) Social interactions, including travel, migration and contacts with foreigners (SIN) dimension reflects the degree to which social encounters can transform a person. International travel has become easier due to lower cost, faster modes, and relaxed travel barriers allowing a consumer to interact more easily with foreigners. Such travel, which is more common than in the past, may be related to business and or pleasure. Clearly, travel introduces the person to new cultures or reinforces the cultural exposure they may have had earlier. We speculate that Nigerians will have this quality, but it will be moderate as expressed in this hypothesis:
H3. Nigerians will have such social interactions at a moderate level. This speculation is based on the fact that the foreign community in Nigeria is not large and travel outside of Africa is expensive and not within their purchasing power.

Results (Indonesian) 1:

Tekanan Arnett (2002) muda konsumen di negara-negara berkembang yang dalam keadaan berubah dalam hal mereka adaptasi globalisasi. Untuk alasan ini, responden dalam studi kami memiliki profil demografis perkotaan dan lebih muda. Selain itu, kami juga ingin menyelidiki Apakah pola-pikir konsumen global ini mempunyai hubungan dengan dimensi perilaku konsumen penting lain seperti ethnocentrism konsumen dan materialisme diberikan keprihatinan yang diungkapkan dalam literatur tentang konsep ini.Mengukur akulturasi untuk konsumen global budaya dan penelitian hipotesisSementara perdebatan akulturasi ini terus berlanjut, metrik untuk menentukan jika selera umum ini memang muncul tidak telah juga dikembangkan. Sebaliknya, studi telah melihat kehadiran global segmen seperti remaja, elite dan kelas menengah. Hilang adalah sebuah cara untuk mengukur sejauh mana konsumen di berbagai negara telah berubah menjadi sebuah budaya konsumen global. Baru-baru ini, namun, Cleveland dan Laroche (2007) mengembangkan skala untuk mengukur akulturasi budaya konsumen global (AGCC). Banyak peneliti menyoroti kebutuhan untuk mengukur dan dokumen perbedaan budaya antara negara-negara. Pendekatan mereka merupakan salah satu yang pertama untuk mengukur pola pikir konsumen global "berubah". Dalam pendekatan ini, mereka mengidentifikasi tujuh dimensi akulturasi budaya konsumen global seperti yang dibahas di bawah ini. Kami juga menyediakan sebuah hipotesis penelitian untuk masing-masing dimensi.(1) Cosmopolitan tendency (COS) relates to willingness to engage with different cultures and the degree to which aconsumer feels comfortable in interacting with different cultures. Cosmopolitans want to immerse themselves in other cultures. According to Hannerz (1990) a person can be cosmopolitan without leaving his/her country due to the culture-shaping power of the media. Hence, we hypothesize that:H1. Nigerians will exhibit a positive level of this cosmopolitan tendency given the presence of global media and activities of multinational firms in promoting their goods to Nigerians.(2) Exposure to marketing activities (EXM) represents the degree of exposure to marketing and advertising activities of multinational or global firms. Pen˜ aloza and Gilly (1999) comments that marketers are directly involved in the diffusion of cultural values to consumers in other countries. This YouTube link of a Pepsi commercial in Nigeria captures this idea: www.youtube.com/watch?v ¼ mE45WPvOHPo. Moreover, Ger and Belk (1996) suggest that marketing and advertising activities of multinational firms are the most direct influence of this proliferation and homogenization of (global culture). Hence, when consumers are exposed to such stimuli, they are likely to be transformed in the process and become more acculturated to consumerism. Agbonifoh and Elimimian (1999) quote Russell Belk concerning the notable impact of transnational firms on less developed countries. Arnett (2002) discusses the significant increase in recent years in the frequency and intensity of the contacts that consumers have with global culture from the West in terms of free markets, consumerism and individualism, all of which are featured in the media. Based on the ubiquity of global brands and advertising in Nigeria, we propose the following:H2. Nigerians will have high levels of exposure to marketing activities of multinationals given the drive by multinational firms to promote their goods to Nigerians.(3) Social interactions, including travel, migration and contacts with foreigners (SIN) dimension reflects the degree to which social encounters can transform a person. International travel has become easier due to lower cost, faster modes, and relaxed travel barriers allowing a consumer to interact more easily with foreigners. Such travel, which is more common than in the past, may be related to business and or pleasure. Clearly, travel introduces the person to new cultures or reinforces the cultural exposure they may have had earlier. We speculate that Nigerians will have this quality, but it will be moderate as expressed in this hypothesis:H3. Nigerians will have such social interactions at a moderate level. This speculation is based on the fact that the foreign community in Nigeria is not large and travel outside of Africa is expensive and not within their purchasing power.