DECEMBER 2004JOURNAL OF MACROMARKETING Cross-Cultural Consumer/Consumption Research: Dealing with Issues Emerging from

To understand the effects of globalization and fragmentation, macromarketing scholars need insights about links between individual consumer behavior and societal outcomes. The challenge in this regard is to create a program of macro-oriented cross-cultural research. This article offers a cross-cultural consumer behavior research framework for this pur-pose. The framework encompasses four key areas of con-sumer behavior that are related to the forces of globalization and fragmentation, including the environment, identity, well-being, and market structure and policy. A discussion of these substantive areas is followed by a suggested macro-micro-oriented research agenda and a call for paradigm plurality in pursuing this agenda