Abstract This research advances knowledge that can foster understanding of how global consumer culture (GCC) and its elements relate to impulsive buying and sheds light on how advertising attitudes and beliefs interact with this main relationship. Specifically, this study examines the moderating effects of attitudes towards and beliefs about advertising on the relations between consumers’ level of acculturation to global consumer culture (AGCC) and impulsive buying. Consumers who are the most acculturated to GCC, and who have positive attitudes towards and beliefs about advertising, buy the most impulsively. AGCC is related to increased impulsive buying, even when attitudes towards and beliefs about advertising are negative. The article contributes to the development of a theoretical explanation of these understudied relations by employing acculturation theory and congruity theory. Social and practical implications are discussed.

中文翻译：

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适应全球消费文化的消费者是否会更冲动地购买？广告态度和信念的调节作用

摘要这项研究的目的在于增进人们对全球消费文化（GCC）及其要素与冲动性购买的关系的理解，并阐明广告态度和信念如何与这一主要关系相互作用。具体而言，本研究考察了对广告的态度和信念对消费者对全球消费者文化的适应程度（AGCC）与冲动购买之间的关系的调节作用。对GCC印象最深，对广告抱有积极态度和信念的消费者购买冲动最多。AGCC与冲动性购买增加有关，即使对广告的态度和信念是负面的。本文通过运用适应理论和同余理论，为这些被研究的关系的理论解释的发展做出了贡献。讨论了社会和实践意义。