Why Theory of Consumer Acculturation and Socialization Is Highly Accepted - Essay Example

Marketing And Globalisation Table of Contents Introduction 3 Discussion 3 Literature review 3 Analysis and findings 6 Critical evaluations 7 Conclusion 8 References 10 Introduction Globalization seems to a buzz term in this age. However, it offers a significant impact over each and every aspect of life such as economy, technology as well as culture. It is due to globalization that enhanced technological advancement resulting in amplification of the economic prosperity of any nation or country. Similarly, due to globalization, barriers among different boundaries have reduced that enhanced the opportunity of mingling the ideas and norms of one culture with another. As a result of such global cultural transformation resulted in re-appropriation of the practices and ideas of one place with another. However, such of re-appropriation mainly came into lime-light in case of Yoga. As a result, blending of the cultural practices of yoga of one place with another presented an inventive look to it, which is highly preferred and accepted by the citizens of modern age. However, by doing so, the cultural traditions and behaviours or attitudes of the individual of diverse culture might also be realised that may prove effective in reducing the rate of conflicts and clashes (Ritzer, 2007, pp. 912-923). Hence, such type of cultural acculturation or re-appropriation helps in enhancement of interpersonal relationships among the citizens of diverse culture and countries thereby improving the intensity of tolerance and frankness among the citizens. Discussion Literature review According to Howes (2007), values and ideas of consumer culture is extremely difficult to measure or determine. This is because these are hypothetical in nature and may be analysed or evaluated only by their acceptable nature. This means, if the norms or ideas or traditions of any culture is preferred or liked by any immigrant or individual of diverse culture, then it may be calculated by his or her behaviours or attitudes as stated by the theory of consumer acculturation (Howes, 2007, pp. 178-190). As a result of a theory of consumer acculturation, most of the citizens are accepting or preferring the blended forms of technology, cultural practices, products, manufacturing techniques, (Klien, 2000, pp. 223-234) marketing or promotional ideas and many others (Brenkert, 2008, pp. 123-134). For example: Yoga is considered as a rational set of practices develop in order to enhance religious or holy enlightenments. Yoga is performance in order to reduce the idea of ignorance thereby enhancing the inner confidence and trust. By doing so, the impact of spiritualism enhances that improves the inner morale and buoyancy of the individual. However, in modern age, the concept or definition of Yoga has totally changed. Now a day, Yoga is defined as a resource management practice. This means; Yoga is re-appropriated or accepted as a stress-relieving practice of the managers. Most of the individual operating in the field of IT accepts the concept of Yoga as a workshop that comprises of high qualities to cure, both physical and mental distress. Along with this, yoga also helps to cure varied types of health –related problems such as anxiety, nervousness, mental tension and many others thereby amplifying the level of confidence and performance of an individual (Ohmae, 1995, pp. 812-825). As a result, it is recognised as one of the most essential technique or strategy of human resource management in this modern age. Therefore, such type of alteration of the concept or ideas of Yoga is high accepted by the individual of modern age. However, the level of preference of the modern idea of Yoga may not be measured but evaluated only by understanding the attitudes of the individual as depicted by consumer acculturation. So, the concept of consumer acculturation is considered as one of the most important approach. Apart from this, as per the ideas of Keegan (2002), socialization is another important theory to understand human behaviours or attitudes. This means, in order to understand or analyse the behaviours of the other individual, it’s extremely essential to develop socially applicable behaviours. Only then, an individual of diverse cultural norms and ideas might mingle within a society and easily adopt their taste, fondness and mind-set. So, the concept of socialization is concept as the root source of consumer acculturation or global marketing approaches (Willmott, 1999, pp. 423-34). For example: now a day, maximum extent of the individual considers Yoga as a health-related approach or practice. So, most of the individual undertake this approach in order to retain a healthy and fit body, entirely free from varied types of disorders. Other than this, the youths of modern age accepted Yoga as a contemporary concept to maintain body fitness and reduce physical stress and tensions (Askegaard & Eckhardt, n. d.). It is also recognised as a procedure to enhance the toning of the muscles as well as a process to reduce the excess fats or weights of the body. Thus, the concept of Yoga is entirely transformed and is also socially accepted as a technique to enhance the body muscles and excess fats. Hence, it is also marketed or promoted in order to encourage numerous other stressed individual to attain relief from such distress as stated by Miller & Rose (1997). Other than this, the theory of consumer socialisation reveals that the individual enhances their level of knowledge, skills and talents by communicating and combining with other co-members of a society. By doing so, an individual becomes able to understand and accept the ideas and norms of the other members very easily that may prove effective in future age. Moreover, by understanding the ideas and norms of the other members of the society, an individual might very easily accept the modern concept or approaches that may reduce interpersonal conflicts or clashes. For example: the concept of Yoga is accepted by the youths of modern age as a modern oriented approach or global concept to get relief from mental and physical stress. Due to which, it is recognised as a symbol or sign, highly dominated with the norms and ideas of western culture. However, due to the approach of consumer socialization, maximum extent of the youths in this age, accept yoga as a source of western entertainment. Such type of western entertainment helps an individual to attain relief from extreme mental or physical stress thereby amplifying the level of confidence and inner morale. Due to which, the rate of confidence and motivation of the individual towards work enhances resulting in amplification of their performance and efficiency within a group. However, due to high-level of confidence and coolness in attitude, the level of interpersonal relationship among the other members within a group enhances to a significant extent. Therefore, due to good interpersonal relationship, the level of conflicts and disputes reduces within the organization that enhances its uniformity and consistency. Furthermore, Yoga is also considered as a concept, highly dominated by culture. This means, the practices and concepts of Yoga changes as per the norms and regulations of various culture and creed. For example: most of the aerobics or exercises performed in the workshops of Yoga vary from one culture to another that is highly accepted by the individual in global perspectives (Scholte, 2000, pp. 876-883). Such type of acceptance in global portfolio took place mainly due to the change of perspective of the individual as per the theories of consumer acculturation and socialization. Hence, it might be clearly stated from the above mentioned information and facts that, due to acceptance of the ideas and norms of the theory of consumer acculturation and socialization, the re-appropriation approach of Yoga is highly accepted by all. As a result, the concept of Yoga is enhancing at a rapid pace in every part of the globe that amplified its preference and fondness (Ritzer, 2011, pp. 812-823) Therefore, it might be revealed that acceptance of the theories of social-psychological helps in enhancement of the interpersonal relationships among the individual of a group. Moreover, it also helps to enhance the inner skills and knowledge of the individual that may prove effective in future. Analysis and findings After analysing and evaluating the facts, presented in the above mentioned paragraphs, it might be stated that consumer socialisation helps to enhance the behaviours and attitudes of the individual (Robins, 2000, pp. 443-452). By doing so, the inter-personal relationship among the individual gets enhanced that reduces their conflicts and clashes. As a result, the level of coordination and cooperation among the members enhances that increases the level of motivation and performances of the individual. Apart from this, due to good interpersonal relationship, the level of mental or physical stress gets reduced that improves the level of efficiency of the individual. As a result, the level of team-work and coordination increases, that enhances the level of self-actualization and dominance of the individual. However, this might be possible only due to the theory of consumer acculturation, i.e. the procedure to understand and accept the ideas and norms of other cultures. As a result, an individual might easily mingle with the individual of varying behavioural norms and attitudes that may improve its efficiency and effectiveness in global perspectives (Morgan, 2003, pp. 768-778). Hence, it might be depicted that due to the implementation of the ideas and approaches of consumer acculturation and socialization, helps an individual to accept the logics or practices of euro centrism or western centred attitudes (Lysonski & Durvasula, 2013). This might help an individual to easily accept the diverse cultural norms and believes thereby reducing the scope of interpersonal conflicts and distress. Due to these underlining reasons, the theory of consumer acculturation is highly accepted by the individual of varying cultures and creeds. Critical evaluations As per the Morgan (2009), the concept of consumer acculturation is recognised as a process that helps to learn and understand the behavioural patterns and attitudes of other individual. By doing so varied types of barriers such as language, culture, religion etc might get reduced. As a result, the intensity of varied types of conflicts arising due to frustration, stress or distress gets reduced significantly thereby amplifying the interpersonal relationship among them (Morgan, 2009, pp. 332-343). However, due to consumer acculturation, the individual of modern age attain a philanthropic attitude. This is a type of attitude that may prove effective for the individual to enhance their bonding or rapport with all other individual of the society that may reduce all sorts of conflicts. As a result, the immigrants might enhance their inner skills, knowledge an talents that may prove effective in future age. For example: due to the implementation of the theory of consumer acculturation, the concept of Yoga is accepted as a contemporary approach by the citizens that help to relieve from varied types of stress and tensions (Schirato & Webb, 2003, pp. 156-176). Hence, it might be clearly stated that, theory of consumer acculturation or acculturation helps the individual of modern age to transform their ideas and norms as per the contemporary traditions (Levitt, 1983, pp. 564-576). Only then, an individual might live happily within a society of varying cultures and traditions thereby enhancing their level of bonding and rapport. So, from the above information, it might be stated that the idea of re-appropriation is highly accepted by all in the entire globe. Conclusion Conclusively, it might be stated that, in this era of globalization, the concept and ideas of the individual attained a significant transformation. This became possible mainly due to the implementation of the theories of consumer acculturation and socialization. This might be clearly depicted from the transformation of the ideas and concepts of Yoga. Yoga is previously accepted as a spiritual tradition but now a day maximum extent of the individual believes it to be an approach to reduce tensions and stresses. By doing so, the individual might enhance his or her level of performance and dedication towards the assigned tasks thereby amplifying his performance. Apart from this by accepting the behaviour and attitudes of the individual within a society, the rate of bonding and association increases that may reduce the rate of conflicts or disputes. Due to which, the level of knowledge and skills of the individual gets enhanced that may prove effective in future. Moreover, due to the implementation of the theory of consumer acculturation, the rate of bonding among the individual of varying cultures and traditions gets increased. As a result of which, the level of inner skills and information gets enhanced significantly that may prove effective in future era. Therefore, due to these causes, the theory of consumer acculturation and socialization as well as re-appropriation is highly accepted and preferred by all. References Askegaard, S. & Eckhardt, G. M. No. Date. Glocal yoga: Re-appropriation in the Indian consumptionscape. London: Sage. Brenkert, G. 2008. Marketing ethics. London: Blackwell Publishing. Howes, D. 2007. Cross Cultural Consumption: Global Markets, Local Realities. London: Routledge. Keegan, W. 2002. Global Marketing Management, Upper Saddle River. NJ: Pearson Education. Klien, N. 2000. No logo. London: Harper Perennial. Levitt, T. 1983. The globalization of markets. New York: Harvard Business Review. Lysonski, S. & Durvasula, S. 2013. ‘Nigeria in Transition: acculturation to global consumer culture’. Journal of Consumer Marketing, Vol: 30(6). PP: 493-508. 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