Abstract
For international companies, the literature recommends directing segmentation efforts at customer characteristics rather than country characteristics. Consumers’ degree of cosmopolitan orientation has been suggested as a powerful segmentation base, as this characteristic is expected to drive consumers’ tastes and preferences. To advance research on this segmentation base, this article offers a conceptualization of the consumer cosmopolitanism construct by: (1) delineating its conceptual domain; (2) highlighting its key dimensions, namely open-mindedness, diversity appreciation, and consumption transcending borders; and (3) examining its links with theoretically relevant variables, specifically consumer ethnocentrism and global consumption orientation. Based on the aforementioned conceptualization, a consumer-research-specific and psychometrically sound measurement instrument—the C-COSMO scale—is subsequently developed and tested in a series of complementary studies. Finally, empirically based insights into the characteristics of cosmopolitan consumers are offered, by: (1) profiling them on consumption-relevant variables (innovativeness, risk aversion, susceptibility to normative influence, consumer ethnocentrism, and demographic characteristics); (2) examining the link between consumer cosmopolitanism and willingness to buy foreign products; and (3) developing an empirically based typology of cosmopolitan/local consumers using a cluster analysis approach. From a managerial perspective, findings suggest that the identification and subsequent targeting of cosmopolitan consumers may well represent an appropriate strategy for internationally active companies.
Riefler, P., Diamantopoulos, A., & Siguaw, J. A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Business Studies 43, 285–305.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Notes
- 1.
Note, however, that at the time COS was developed, the critical review paper by Riefler and Diamantopoulos (2009) had not yet been published (indeed, it is not cited in Cleveland et al. 2009), and thus the developers of COS were obviously not aware of the multidimensional conceptualization of consumer cosmopolitanism that had been recently proposed.
- 2.
Literature indicates that “it is impossible to specify the number of items that should be included in an item pool. Suffice it to say that you want considerably more than you plan to include in the final scale” (DeVellis 2003: 65). In our case, item generation was guided, on the one hand, by the desire to have at least three items per dimension in the final C-COSMO scale and, on the other, by the need to avoid semantic redundancy, which might induce mindless response behavior (Drolet and Morrison 2001). We thus sought to generate three to four times as many items per dimension for inclusion in the initial item pool.
- 3.
Anderson and Gerbing (1991) apply the item-sort task methodology at a construct level: that is, sorting items to different constructs. We, in contrast, apply the methodology at a dimensional level, as also suggested by Anderson and Gerbing (1991: 739), who note that “assignment categories could be defined in terms of specific facets rather than the constructs themselves. Respondents would then sort items by facets.”
- 4.
For the psa index, a cut-off value of 0.5 implies that an item remains in the item pool only if, at a minimum, half of all respondents allocate it to the correct conceptual dimension. For the more stringent csv index, a threshold value of 0.3 indicates that the number of respondents allocating the item to the correct dimension has to exceed the number of respondents allocating it to any another dimension by at least six respondents (i.e., approximately 30% of the sample).
- 5.
Specifically, we used Eq. (4) in Lindell and Whitney (2001: 116) to adjust the correlations for CMV.
- 6.
Note that in this, as well as the other studies reported in this article, we also used various procedural steps to reduce CMV, as recommended in relevant literature (e.g., Chang et al. 2010; Podsakoff et al. 2003). These included the allocation of predictor and criterion variables to separate sections of the questionnaire, the variation of scale formats, and the protection of respondent anonymity.
- 7.
As in Studies I and II, we used Lindell and Whitney’s (2001) approach to assess CMV; the results showed that, again, CMV was not a major problem in the data.
References
Alden, D. L., Steenkamp, J. B., & Batra, R. 1999. Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1): 75–87.
Alden, D. L., Steenkamp, J. B., & Batra, R. 2006. Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences. International Journal of Research in Marketing, 23(3): 227–239.
Anderson, A. 1998. Cosmopolitanism, universalism, and the divided legacies of modernity. In P. Cheach & B. Robbins (Eds), Cosmopolitics thinking and feeling beyond the nation. Minneapolis, MN: University of Minnesota Press.
Anderson, J. C., & Gerbing, D. 1991. Predicting the performance of measures in a confirmatory factor analysis with a pretest assessment of their substantive validities. Journal of Applied Psychology, 76(5): 732–740.
Appadurai, A. 1996. Modernity at large: Cultural dimensions of globalization. Minneapolis, MN: University of Minnesota Press.
Armstrong, J. S., & Overton, T. S. 1977. Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14(3): 396–402.
Askegaard, S., Arnould, E. J., & Kjeldgaard, D. 2005. Post-assimilationist ethnic consumer research: Qualifications and extensions. Journal of Consumer Research, 32(1): 160–170.
A.T. Kearney Inc. 2006. A.T. Kearney/Foreign Policy Globalization Index 2006, http://www.atkearney.com/images/global/pdf/Globalization-Index_FP_Nov-Dec-06_S.pdf, accessed 20 June 2011.
Bagozzi, R. P., & Yi, Y. 1988. On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1): 74–94.
Balabanis, G., & Diamantopoulos, A. 2004. Domestic country bias, country-of-origin effects and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1): 80–95.
Balabanis, G., & Diamantopoulos, A. 2008. Brand origin identification by consumers: A classification perspective. Journal of International Marketing, 16(1): 39–71.
Baumgartner, H., & Steenkamp, J. B. 1996. Exploratory consumer buying behavior: Conceptualization and measurement. International Journal of Research in Marketing, 13(2): 121–137.
Bean, C. 1995. Determinants of attitudes towards questions of border maintenance in Australia. People and Places, 3(3): 32–40.
Bearden, W. O., Netemeyer, R. G., & Teel, J. E. 1989. Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 15(2): 473–481.
Beck, U. 2002a. The cosmopolitan society and its enemies. Theory, Culture & Society, 19(1–2): 17–44.
Beck, U. 2002b. Sociology in the second age of modernity. In S. Vertovec & R. Cohen (Eds), Conceiving cosmopolitanism—Theory, context, and practice: 61–85. Oxford: University Press.
Beck, U. 2004. Cosmopolitical realism: On the distinction between cosmopolitanism in philosophy and the social sciences. Global Networks, 4(2): 131–154.
Beck, U., & Grande, E. 2007. Cosmopolitanism: Europe’s way out of the crisis. European Journal of Social Theory, 10(1): 67–85.
Beckmann, S., Douglas, S., Botschen, G., Botschen, M., Friese, S., & Nijssen, E. 2001. The world minded consumer: An emic exploration. In M.C. Gilly & J. Meyers-Levy (Eds), Advances in consumer research, Vol. 28: 138–144. Salt Lake City, UT: Association for Consumer Research.
Belk, R. W. 1998. Been there, done that, bought the souvenir: Of journeys and boundary crossing. In S. Brown & D. Turley (Eds), Consumer research: Postcards from the edge: 22–45. New York: Routledge.
Besnier, N. 2004. Consumption and cosmopolitanism: Practicing modernity at the second-hand marketplace in Nuku’alofa, Tongo. Anthropological Quarterly, 77(1): 7–45.
Beverland, M. B., & Farrelly, F. J. 2010. The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5): 838–856.
Bird, A., & Stevens, M. J. 2003. Toward an emergent global culture and the effects of globalization on obsolescing national cultures. Journal of International Management, 9(4): 395–407.
Bourdieu, P. 1984. Distinction: A social critique of the judgment of taste. Cambridge, MA: Harvard Business Press.
Brewer, M. B., & Gardner, W. 1996. Who is this “we”? Levels of collective identity and self -representations. Journal of Personality and Social Psychology, 71(1): 83–93.
Brickson, S. 2000. The impact of identity orientation on individual and organization outcomes in demographically diverse settings. Academy of Management Review, 25(1): 82–101.
Caldwell, M., Blackwell, K., & Tulloch, K. 2006. Cosmopolitanism as a consumer orientation: Replicating and extending prior research. Qualitative Market Research, 9(2): 126–139.
Cannon, H., & Yaprak, A. 2001. Cosmopolitan-based cross national segmentation in global marketing simulations. Developments in Business Simulation and Experiential Learning, 28: 23–31.
Cannon, H., & Yaprak, A. 2002. Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behaviour. Journal of International Marketing, 10(4): 30–52.
Cannon, H., Yoon, S. J., McGowan, L., & Yaprak, A. 1994. In search of the global consumer, Paper included in proceedings for the 1994 Annual Meeting of the Academy of International Business.
Carmines, E., & Zeller, R. 1979. Reliability and validity assessment. Newbury Park, CA: Sage.
Chang, S. J., van Witteloostuijn, A., & Eden, L. 2010. From the editors: Common method variance in international business research. Journal of International Business Studies, 41(2): 178–184.
Childers, T. L. 1986. Assessment of the psychometric properties of an opinion leadership scale. Journal of Marketing Research, 23(2): 184–188.
Cialdini, C. A., Kallgren, C. A., & Reno, R. R. 1991. A focus theory of normative conduct: A theoretical refinement and reevaluation of the role of norms in human behavior. In M.P. Zanna (Ed), Advances in experimental social psychology, Vol. 24: 201–234. San Diego, CA: Academic Press.
Cleveland, M., & Laroche, M. 2007. Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3): 249–259.
Cleveland, M., Laroche, M., & Papadopoulos, N. 2009. Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes. Journal of International Marketing, 17(1): 116–146.
Cleveland, M., Erdogan, S., Arikan, G., & Poyraz, T. 2011a. Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study. Journal of Business Research, 64(9): 934–943.
Cleveland, M., Papadopoulos, N., & Laroche, M. 2011b. Identity, demographics, and consumer behaviours: International market segmentation across product categories. International Marketing Review, 28(3): 244–266.
Cole, D. A., Martin, N. C., & Steiger, J. H. 2005. Empirical and conceptual problems with longitudinal trait-state models: Introducing a trait-state-occasion model. Psychological Methods, 10(1): 3–20.
Costa Jr., P. T., & McCrae, R. R. 1992. Revised NEO personality inventory and NEO five-factor inventory professional manual. Odessa, FL: Psychological Assessment Resources.
Crowne, D., & Marlow, D. 1960. A new scale of social desirability independent of psychopathology. Journal of Consulting Psychology, 24(4): 349–354.
DeVellis, R. 2003. Scale development: Theory and applications. Thousand Oaks, CA: Sage.
Dillon, W. R., Madden, T. J., & Firtle, N. H. 1994. Marketing research in a marketing environment (3rd edn). Burr Ridge, IL: Irwin.
Dimofte, C. V., Johansson, J. K., & Bagozzi, R. P. 2010. Global brands in the United States: How consumer ethnicity mediates the global brand effect. Journal of International Marketing, 18(3): 81–106.
Donner, W. W. 1998. Assimilation and localism: Some very small towns in mass society. Social Inquiry, 68(1): 61–82.
Donthu, N., & Garcia, A. 1999. The internet shopper. Journal of Advertising Research, 93(3): 52–58.
Drolet, A. L., & Morrison, D. G. 2001. Do we really need multiple-item measures in service research? Journal of Service Research, 3(3): 196–204.
Featherstone, M. 1990. Global culture: An introduction. In M. Featherstone (Ed), Global culture: Nationalism, globalization, and modernity: 1–14. London: Sage.
Featherstone, M. 2002. Cosmopolis: An introduction. Theory, Culture & Society, 19(1–2): 1–16.
Ferrara, A. 2007. “Political” cosmopolitanism and judgement. European Journal of Social Theory, 10(1): 53–66.
Fine, R., & Boon, V. 2007. Cosmopolitanism: Between past and future. European Journal of Social Theory, 10(1): 5–13.
Fishbein, M., & Ajzen, I. 1975. Attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
Gerbing, D. W., & Anderson, J. C. 1988. An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, 25(2): 186–192.
Grier, S. A., Brumbaugh, A. M., & Thornton, C. G. 2006. Crossover dreams: Consumer response to ethnic-oriented products. Journal of Marketing, 70(2): 35–51.
Hannerz, U. 1990. Cosmopolitans and locals in world culture. Theory, Culture & Society, 7(2): 237–251.
Harvey, D. 1993. From space to place and back again: Reflections on the condition of postmodernity. In J. Bird, B. Curtis, T. Putnam, G. Robertson, & L. Tickner (Eds), Mapping the futures: Local cultures, global change: 1–29. London: Routledge.
Haubert, J., & Fussell, E. 2006. Explaining pro-immigrant sentiment in the US: Social class, cosmopolitanism, and perceptions of immigrants. International Migration Review, 40(3): 489–507.
Heine, S. J., & Buchtel, E. E. 2009. Personality: The universal and the culturally specific. Annual Review of Psychology, 60: 369–394.
Hiebert, D. 2002. Cosmopolitanism at the local level: The development of transnational neighbourhoods. In S. Vertovec & R. Cohen (Eds), Conceiving cosmopolitanism: Theory, context, and practice: 210–233. Oxford: University Press.
Hill, J. 1998. Creating the self: Towards a cosmopolitan identity, Dissertation thesis, Purdue University.
Hines, C. 2000. Localization: A global manifesto. London: Earthscan Publications.
Holt, D. 1997. Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in postmodernity. Journal of Consumer Research, 23(4): 326–350.
Holt, D. 1998. Does cultural capital structure American consumption? Journal of Consumer Research, 25(1): 1–25.
Hu, L., & Bentler, P. 1999. Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1): 1–55.
Jaffe, E., & Nebenzahl, I. (Eds) 2006. It’s all in the eyes of the consumer. In National image and competitive advantage: The theory and practice of place branding: 79–109. Herndon, VA: Copenhagen Business School Press.
Keillor, B. D., d’Amico, M., & Horton, V. 2001. Global consumer tendencies. Psychology & Marketing, 18(1): 1–19.
Keller, K. L. 1998. Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Prentice Hall.
Klein, J. G., Ettenson, R., & Morris, M. D. 1998. The animosity model of foreign product purchase: An empirical test in the People’s Republic of China. Journal of Marketing, 62(1): 89–100.
Kogut, B., & Singh, H. 1988. The effect of national culture on the choice of entry mode. Journal of International Business Studies, 19(3): 411–432.
Lash, S., & Urry, J. 1994. Economies of signs and space. London: Sage Publications.
Law, K., Wong, C. S., & Mobley, W. 1998. Toward a taxonomy of multidimensional constructs. Academy of Management Review, 23(4): 741–755.
Levy, O., Beechler, S., Taylor, S., & Boyacigiller, N. 2007. What we talk about when we talk about “global mindset”: Managerial cognition in multinational corporations. Journal of International Business Studies, 38(1): 231–258.
Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. 1993. Price perceptions and consumer shopping behavior: A field study. Journal of Marketing Research, 30(2): 234–245.
Liefeld, J. P. 2004. Consumer knowledge and use of country-of-origin information at the point of purchase. Journal of Consumer Behaviour, 4(2): 85–87.
Lindell, M. K., & Whitney, D. J. 2001. Accounting for common method variance in cross-sectional research designs. Journal of Applied Psychology, 86(1): 114–121.
Linklater, A. 2002. Cosmopolitan harm conventions. In S. Vertovec & R. Cohen (Eds), Conceiving cosmopolitanism: Theory, context, and practice: 254–267. Oxford: University Press.
Lohr, S. 1999. Sampling: Design and analysis. Pacific Grove, CA: Duxbury.
Long, N. 1996. Globalization and localization: New challenges to rural research. In H.L. Moore (Ed), The future of anthropological knowledge: 37–59. London: Routledge.
MacKenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. 2011. Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly, 35(2): 293–334.
MacQueen, J. B. 1967. Some methods for classification and analysis of multivariate observations. In L.A. Le Cam & J. Newman (Eds), Proceedings of the 5th Berkeley Symposium on Mathematical Statistics and Probability: 281–297. Berkeley, CA: University of California Press.
Martens, L., & Warde, A. 1999. Consumption and the problem of variety: Cultural omnivorousness, social distinction, and dining out. Sociology, 33(1): 105–127.
Mathews, G. 2000. Global culture/individual identity: Searching for home in the cultural supermarket. London: Routledge.
Maute, M. F., & Dubé, L. 1999. Patterns of emotional responses and behavioural consequences of dissatisfaction. Applied Psychology: An International Review, 48(3): 349–366.
Merton, R. K. (Ed) 1957. Patterns of influence: Local and cosmopolitan influentials. In Social theory and social structure: 387–420. New York: The Free Press.
Morgan, N. A., Slotegraaf, R. J., & Vorhies, D. W. 2009. Linking marketing capabilities with profit growth. International Journal of Research in Marketing, 26(4): 284–293.
Netemeyer, R., Bearden, W., & Sharma, S. 2003. Scaling procedures. Thousand Oaks, CA: Sage.
Nijssen, E., & Van Herk, H. 2005. Consumer ethnocentrism’s effects on ongoing cross-border service relationships, Working Paper Series on Research in Relationship Management, Nijmegen School of Management.
Nunally, J. 1978. Psychometric theory. New York: McGraw-Hill.
Petrevu, S., & Lord, K. R. 1994. Comparative and non-comparative advertising: Attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2): 77–90.
Pichler, F. 2009. “Down to earth” cosmopolitanism: Subjective and objective measurements of cosmopolitanism in survey research. Current Sociologic, 57(5): 704–732.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. 2003. Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5): 879–903.
Porter, S. R., & Whitcomb, M. E. 2007. Mixed-mode contacts in Web surveys: Paper is not necessarily better. Public Opinion Quarterly, 71(4): 635–648.
Punj, G., & Stewart, D. W. 1983. Cluster analysis in marketing research: Review and suggestions for application. Journal of Marketing Research, 20(2): 134–148.
Raju, P. S. 1980. Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Research, 7(12): 272–282.
Ray, J. 1984. The reliability of short social desirability scales. The Journal of Social Psychology, 123(1): 133–134.
Regev, M. 2007. Cultural uniqueness and aesthetic cosmopolitanism. European Journal of Social Theory, 10(1): 123–138.
Reynolds, N., & Diamantopoulos, A. 1998. The effect of pretest method on error detection rates: Experimental evidence. European Journal of Marketing, 32(5–6): 480–498.
Riefler, P., & Diamantopoulos, A. 2009. Consumer cosmopolitanism: Literature review and investigation of the CYMYC scale. Journal of Business Research, 62(4): 407–419.
Roudometof, V. 2005. Transnationalism, cosmopolitanism, and glocalization. Current Sociology, 53(1): 113–135.
Samiee, S. 2010. Advancing the country image construct: A commentary essay. Journal of Business Research, 63(4): 442–445.
Samiee, S., Shimp, T. A., & Sharma, S. 2005. Brand origin recognition accuracy: Its antecedents and consumers’ cognitive limitations. Journal of International Business Studies, 36(4): 379–397.
Sampson, D., & Smith, H. 1957. A scale to measure world-minded attitudes. The Journal of Social Psychology, 45(1): 99–106.
Santos, B. 2006. Globalizations. Theory, Culture & Society, 23(2–3): 393–399.
Schoefer, K., & Diamantopoulos, A. 2009. A typology of consumers’ emotional response styles during service recovery encounters. British Journal of Management, 20(3): 292–308.
Sekhon, Y. K. 2007. “From saris to sarongs”: Ethnicity and intergenerational influences on consumption among Asian Indians in the UK. International Journal of Consumer Studies, 31(2): 160–167.
Sekhon, Y. K., & Szmigin, I. 2009. The bicultural value system: Undertaking research among ethnic audiences. International Journal of Market Research, 51(6): 751–771.
Shimp, T., & Sharma, S. 1987. Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(1): 280–289.
Simpson, P. M., & Siguaw, J. A. 2000. Student evaluations of teaching: An exploratory study of the faculty response. Journal of Marketing Education, 22(3): 199–213.
Skrbis, T., Kendall, G. P., & Woodward, I. 2004. Locating cosmopolitanism: Between humanist ideal and grounded social category. Theory, Culture & Society, 21(6): 115–136.
Soysal, Y. 1994. Limits of citizenship: Migrants and postnational membership in Europe. Chicago, IL: University of Chicago Press.
Steenkamp, J. B., & Baumgartner, H. 1998. Assessing measurement invariance in cross national consumer research. Journal of Consumer Research, 25(1): 78–107.
Steenkamp, J. B., & De Jong, M. J. 2010. A global investigation into the constellation of consumer attitudes toward global and local products. Journal of Marketing, 74(6): 18–40.
Steenkamp, J. B., & Ter Hofstede, F. 2002. International market segmentation: Issues and perspectives. International Journal of Research in Marketing, 19(3): 185–213.
Steenkamp, J. B., & van Trijp, H. 1991. The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, 8(4): 283–299.
Steenkamp, J. B., Ter Hofstede, F., & Wedel, M. 1999. A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(2): 55–69.
Steenkamp, J. B., Batra, R., & Alden, D. L. 2003. How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1): 53–65.
Steenkamp, J. B., De Jong, M. J., & Baumgartner, H. 2010. Socially desirable response tendencies in survey research. Journal of Marketing Research, 47(2): 199–214.
Suh, T., & Kwon, I. W. 2002. Globalization and reluctant buyers. International Marketing Review, 19(6): 663–680.
Thompson, C., Rindfleisch, A., & Arsel, Z. 2006. Emotional branding and the strategic value of the doppelgänger brand image. Journal of Marketing, 70(1): 50–64.
Thompson, C., & Tambyah, S. K. 1999. Trying to be cosmopolitan. Journal of Consumer Research, 26(3): 214–241.
Tourangeau, R., Couper, M. K., & Conrad, F. 2004. Spacing, position, and order: Interpretive heuristics for visual features of survey questions. Public Opinion Quarterly, 68(3): 368–393.
Tung, R. L. 2008. The cross-cultural research imperative: The need to balance cross-national and intra-national diversity. Journal of International Business Studies, 39(1): 41–46.
Turner, B. S. 2002. Cosmopolitan virtue, globalization and patriotism. Theory, Culture & Society, 19(1–2): 45–63.
Turner, R. H. 1956. Role-taking, role-standpoint, and reference-group behavior. The American Journal of Sociology, 61(4): 316–328.
Urry, J. 2000. Mobile sociology. The British Journal of Sociology, 51(1): 79–106.
Usunier, J. C. 2006. Relevance in business research: The case of country-of-origin research in marketing. European Management Review, 3(1): 60–73.
UWC. 2010. Mission and values, http://www.uwc.org/who_we_are/mission_and_vision.aspx, accessed 17 June 2010.
Walker, C. 1996. Can TV save the planet? American Demographics, 18(5): 42–49.
Walsh, G., & Beatty, S. 2007. Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1): 127–143.
Walsh, G., Hassan, L. M., Shiu, E., Andrews, J. G., & Hastings, G. 2010. Segmentation in social marketing: Insights from the European Union’s multi-country, antismoking campaign. European Journal of Marketing, 44(7–8): 1140–1164.
Web, D. J., Mohr, L. A., & Harris, K. E. 2008. A re-examination of socially responsible consumption and its measurement. Journal of Business Research, 61(2): 91–98.
Wong, C. -S., Law, K. S., & Huang, G. -H. 2008. On the importance of conducting construct-level analysis for multidimensional constructs in theory development and testing. Journal of Management, 34(4): 744–764.
Yeĝenoĝlu, M. 2005. Cosmopolitanism and nationalism in a globalized world. Ethnic and Racial Studies, 28(1): 103–131.
Yoon, S. J., Cannon, H., & Yaprak, A. 1996. Evaluating the CYMYC cosmopolitanism scale on Korean consumers. Advances in International Marketing, 7: 211–232.
Zhou, N., & Belk, R. 2004. Chinese consumer readings of global and local advertising appeals. Journal of Advertising, 33(3): 63–76.
Acknowledgements
We thank Barbara Egger for her assistance in collecting data for Study III. We also thank the Area Editor and three anonymous reviewers for helpful suggestions on previous versions of the article.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Appendices
Appendix 1
Appendix 2
Self-developed Scales
Consumer localism, α = 0.81
News from my home country interests me a lot.
I pay much attention to local news.
I appreciate the importance of following traditions.
I like having traditional dishes from my home country.
I have close bonds to the people in my home country.
I like being in my home country.
Response format: seven-point Likert scale, 1 = I strongly disagree, 7 = I strongly agree
Usage of COO information, α = 0.75
For making a buying decision, country-of-origin information is:
information I frequently look for/information I never look for;
not at all important/very important;
an aspect I would definitely consider/an aspect I would definitely not consider;
irrelevant to my choice/very relevant to my choice;
Response format: seven-point Semantic Differential Scale.
Rights and permissions
Copyright information
© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this chapter
Cite this chapter
Riefler, P., Diamantopoulos, A., Siguaw, J.A. (2024). Reprint: Cosmopolitan Consumers as a Target Group for Segmentation. In: Samiee, S., Katsikeas, C.S., Riefler, P. (eds) Key Developments in International Marketing. JIBS Special Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-17366-0_12
Download citation
DOI: https://doi.org/10.1007/978-3-031-17366-0_12
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-031-17365-3
Online ISBN: 978-3-031-17366-0
eBook Packages: Business and ManagementBusiness and Management (R0)