“…Recent research suggests that adolescent consumers adapt global consumption practices and meanings to fit local contexts (Kjeldgaard and Askegaard, 2006). Consistent with this finding is a handful of cross-cultural studies that report significant differences in consumer socialization practices between highly individualistic cultures (e.g., Western cultures) and strongly collectivist cultures (e.g., Eastern cultures) (Kim et al, 2009;Rose, 1999;Rose et al, 2002a, b). Similarly, autonomy is considered to be a universal concept that may vary due to contextual factors related to culture (Helwig, 2006;Spear and Kulbok, 2004).…”