Abstract
The spread of technology across the world, part of the globalisation process, is often linked with the convergence hypothesis: countries and their inhabitants are assumed to become similar in their systems and behaviour. In the developed world, nations are indeed converging with respect to income and demographics, worldwide they are not. There is increasing evidence that at the macro-economic level the convergence hypothesis must be questioned (CRAIG, DOUGLAS and GRAIN, 1992; HOLLANDERS, SOETE and TER WEEL, 1999; SARKAR, 1999). This article provides evidence that also at the micro-level, much of consumer behaviour does not converge.
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de Mooij, M. (2003). Internet and Culture. In: Barfield, C.E., Heiduk, G., Welfens, P.J.J. (eds) Internet, Economic Growth and Globalization. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-24761-6_6
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DOI: https://doi.org/10.1007/978-3-540-24761-6_6
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