Global or glocalized consumers? An analysis of consumers living the globalizing city of Dubai

Positioned within the current debate on globalization, localization, or glocalization of consumer behavior, this paper considers the existence of a global consumer culture in a globalizing city such as Dubai and its impact on consumer behavior in terms of cognition (sentiment toward marketing), affect (materialism and vanity) and behavior (shopping styles). The analysis of three studies shows that increasing intercultural contacts within a globalizing city have the potential to even out consumers in terms of behavior and cognition but not in terms of affect.