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

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  • Cleveland, Mark
  • Laroche, Michel
  • Papadopoulos, Nicolas

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?

Suggested Citation

  • Cleveland, Mark & Laroche, Michel & Papadopoulos, Nicolas, 2015. "You are what you speak? Globalization, multilingualism, consumer dispositions and consumption," Journal of Business Research, Elsevier, vol. 68(3), pages 542-552.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:542-552
    DOI: 10.1016/j.jbusres.2014.09.008
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    References listed on IDEAS

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