Extant marketing literature mainly focuses on explaining why consumers might prefer domestic products and refrain from buying foreign products but, however, is weak in explaining why consumers might intentionally opt for foreign products. Against this background, consumer cosmopolitanism has gained increasing attention as a potentially relevant consumer characteristic for explaining foreign product preference and choice. However, empirical evidence on the impact of consumer cosmopolitanism on consumption behavior remains scarce. This paper identifies the absence of an appropriate measurement instrument as a main reason for this lack of empirical studies by providing (a) a review of cosmopolitanism scales used in other research fields, and (b) a replication with extensions study of the CYMYC scale, the only consumer cosmopolitanism scale currently available. The findings highlight a need for a new scale to measure the consumer cosmopolitanism construct. To stimulate further research in this direction, the paper proposes a conceptual definition of consumer cosmopolitanism along with a nomological network to guide the scale development process.
Download Info
To download:
If you experience problems downloading a file, check if you have the
proper application to
view it first. Information about this may be contained
in the File-Format links below. In case of further problems read
the IDEAS help
page. Note that these files are not on the IDEAS
site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 62 (2009) Issue (Month): 4 (April) Pages: 407-419 Download reference. The following formats are available: HTML
(with abstract),
plain text
(with abstract),
BibTeX,
RIS (EndNote, RefMan, ProCite),
ReDIF