Abstract
In modern society markets play an important, if not the most important, role. Markets became criteria for economic success, and consumption became a way of demonstrating status; that is, the level of consumption achieved became the measure of the quality of life (Slater and Tonkiss 2001). Firat and Dholakia (1998) observed what they termed “consumption ethic” to denote how consumers judge “their own and other’s degree of success on the basis of their ability to consume” (p. 46). Markets became inescapable, and today we can hardly imagine life without markets and consumption. Market ideology and consumer culture have diffused throughout and dominate the world thanks to (capitalist) globalization (Sklair, 2005).
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© 2015 Academy of Marketing Science
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Baruca, A., Zolfagharian, M.A. (2015). Cross-Border Shopping: Mexican Shoppers in the US and American Shoppers in Mexico. In: Deeter-Schmelz, D. (eds) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11797-3_167
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DOI: https://doi.org/10.1007/978-3-319-11797-3_167
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