caa a22 4500 477046770 CHVBK 20180405111332.0 cr unu---uuuuu 170330e19960901xx s 000 0 eng 10.1007/BF00411411 doi (NATIONALLICENCE)springer-10.1007/BF00411411 I'd like to buy the world a coke: Consumptionscapes of the "less affluent world” [Elektronische Daten] [Güliz Ger, Russell Belk] "I'd like to buy the world a Coke”: Konsumpanoramen in weniger entwickelten Gesellschaften The impact of globalization on the consumption patterns of the Less Affluent World are examined, drawing on examples of consumer culture contact with the More Affluent World. We find that rising consumer expectations and desires are fueled by global mass media, tourism, immigration, the export of popular culture, and the marketing activities of transnational firms. Yet rather than democratized consumption, these global consumption influences are more apt to produce social inequality, class polarizations, consumer frustrations, stress, materialism, and threats to health and the environment. Alternative reactions that reject globalization or temper its effects include return to roots, resistance, local appropriation of goods and their meanings, and especially creolization. Although there is a power imbalance that favors the greater influence of affluent Western cultures, the processes of change are not unidirectional and the consequences are not simple adoption of new Western values. Local consumptionscapes become a nexus of numerous, often contradictory, old, new and modified forces that shape unique consumption meanings and insure that the consumption patterns of the Less Affluent World will not result in Western consumer culture writ globally. Kluwer Academic Publishers, 1996 Ger Güliz aut Belk Russell aut Journal of Consumer Policy Kluwer Academic Publishers 19/3(1996-09-01), 271-304 0168-7034 19:3<271 1996 19 10603 https://doi.org/10.1007/BF00411411 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00411411 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Ger Güliz aut NATIONALLICENCE 700 1- Belk Russell aut NATIONALLICENCE 773 0- Journal of Consumer Policy Kluwer Academic Publishers 19/3(1996-09-01), 271-304 0168-7034 19:3<271 1996 19 10603 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer