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Discusses conceptual links between consuming and buying by indicating reasons for adopting a macro‐level perspective that focuses on products, rather than brands, as the units of analysis. Investigates, empirically, in a study, which collected data on want‐based purchasing reasons and used perceptions from independent samples from UK housewives. Posits that two salient reasons exist for studying such consumption (not purchasing) phenomena: first, experiential aspects of consumption; and second, consumption phenomena (or its anticipation) which are likely to exert a strong influence on buying decisions. Reports that the results herein reported must be viewed as exploratory in nature, with still undetermined potential for generalization to the UK population, or to other cultures. Suggests, finally, that reasons for usage differ markedly between product categories, but, within a product category, reasons for choosing brands tend to be similar.

Considers the current thrust in marketing to create global products, brands and strategies but also to “act local” when appropriate. Deciding which elements have similar effects and which are significantly different conceptually requires meta‐analysis of each of the elements. Reviews some applications of marketing meta‐analysis with a focus on international research. The potential international impact of meta‐analysis in view of current trends in information technology and the globalization of marketing is promising, especially when the focus is on variables such as culture, geography, and economic condition rather than country per se.