Consumer cosmopolitanism: Review and replication of the CYMYC scale

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.     

Consumer dispositions: Meanings and non-meanings of outgroup favourability

Global brands play an important role for consumers with a preference for goods from places other than their own countries (outgroup disposition). Scholars have studied the phenomenon and proposed a variety of constructs describing outgroup dispositions; however, it is difficult to distinguish these constructs when analysed separately, and practitioners have used them indistinctively. This research contributes to disentangling such a plurality of conceptualisations by deeply analysing four of those constructs. They were conceptually differentiated, had their scales empirically validated in a cross-cultural empirical study (emphasising their discriminancy), and some nomological networks were then proposed. Susceptibility to Global Consumer Culture has its variability explained (directly or indirectly) by Consumer Cosmopolitanism, Openness and Desire to Emulate Global Consumer Culture, and Global Citizenship through Global Brands. Managers of a brand positioned as global should use the outgroup dispositions to identify its target in a precise manner and thus enhance the brand's perception by either promoting the unification of people around the world or showing the brand's role as an ambassador of plurality between people.     

More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity

While prior research shows that atmospheric cues such as visual design trigger customers' cognition and emotions, thus leading to approach-avoidance responses, this article proposes self-congruity as a mediator, paralleling cognitive evaluation (i.e., perceived quality). More specifically, this article, situated in the context of the coffee shop industry in China, investigates how perceived luxuriousness, reflected from the service provider's visual design, affects customers' willingness to pay a price premium (WTPP). The findings show that perceived luxuriousness leads to customers' inferences of high quality of the coffee and high self-congruity, thus increasing WTPP. Further, cosmopolitanism moderates the effect of perceived luxuriousness only via self-congruity, but not via perceived quality. This article contributes to the existing literature on atmospherics, self-congruity, brand equity, and cosmopolitanism. More importantly, this article provides managerial implications for global coffee/food brands that aim to set up their chain outlets and expand rapidly in China, one of the largest emerging markets.     

Epidemiology of unintentional child injuries in the South-East Asia Region: a systematic review

All the 11 members of the South-East Asia Region (SEAR) of the World Health Organization are categorised as low- and middle-income countries. This region has over a quarter of the world's total population but comprises about one-third of the world's unintentional injury-related deaths. There is a paucity of good-quality mortality and morbidity data from most of these countries. This is the first systematic review of community-based surveys on child injuries that summarises evidence from child injury studies from the SEAR countries. The included papers reported varying estimates of overall non-fatal unintentional injury rates across the countries, from 15/1000 children in Thailand to as high as 342/1000 children in India. The fatal injury rates were also found to be varying. This review revealed a need for strengthening child injury research using standard methodologies across the region and for promoting the dissemination of the results.     

An Assessment of Environmentally‐ related Non‐tariff Measures

International trade can affect the environment in different ways. This may justify the introduction of border measures by the importing countries. In addition to various dispositions in the GATT, GATS, TRIPs agreements, as well as in the Agreement on Agriculture, this issue is regulated by the agreements on Technical Barriers to Trade (TBT) and on the application of Sanitary and Phyto‐sanitary standards (SPS). Despite these rules, abuse of environmental arguments for protectionist reasons remains an open issue. In order to disentangle protectionism from dispositions justified on the grounds of true environmental concerns, we systematically review notifications of SPS and TBTs by importing countries at the tariff line level. Trade is considered as being potentially affected when an environmental SPS/TBT is notified on grounds of environmental concerns. Affected trade is defined as imports by countries notifying such barriers. Protectionist use of environmental barriers is likely when only a limited number of countries impose an environmental obstacle on the imports of a given product. Considering data for 2001, we find that 88 per cent of the value of world trade is in products potentially affected by such measures, while 39 per cent of the value of world imports is potentially subject to a protectionist use of such measures. Agriculture, the automobile industry, the pharmaceutical industry and many other sectors are concerned.     

Business Leaders as Citizens of the World. Advancing Humanism on a Global Scale

As the world is getting increasingly connected and interdependent it becomes clear that the world’s most pressing public problems such as poverty or global warming call for cross-sector solutions. The paper discusses the idea of business leaders acting as agents of world benefit, taking an active co-responsibility in generating solutions to problems. It argues that we need responsible global leaders who are aware of the pressing problems in the world, care for the needs of others, aspire to make this world a better place, and act in word and deed as global and responsible citizens. The argument is structured as follows: first, in highlighting some leadership challenges we discuss why it takes a responsible, global, and ultimately cosmopolitan mindset to enhance human values on a global scale. Second, we define more specifically responsible global leadership and the (potential) role of business leaders acting as agents of world benefit. Third, drawing on latest research on cosmopolitanism, we discuss the hallmarks of contemporary cosmopolitanism. Fourth, and concluding our argument, we propose key cosmopolitan business principles to help leaders build a more inclusive world.     

Dimensions of cosmopolitanism and their influence on political consumption: an analysis focused on Spanish consumers

The purpose of this study was to confirm the hypothesis that political consumption – a form of consumerism whose importance has increased during the past few years – can be considered a form of critical action, and that cosmopolitanism contributes to its development. The main objective was, first, to analyse an unexplored dimension of political consumption and, second, to obtain a measurement proposal for what some authors have called ordinary cosmopolitanism. The study, based on a survey, was divided into three sections. The first section offers a theoretical introduction to the study proposal. The second describes the hypothesis and the data analysis strategy, and proposes an operationalization of cosmopolitanism in three dimensions – symbolic cosmopolitanism, experiential cosmopolitanism and moral cosmopolitanism – which have been obtained by means of the application of categorical principal components analysis. By applying one‐way analysis of variance and Tukey's test, the third section shows the existence of significantly higher scores in these three dimensions for those individuals who have bought or boycotted products for ethical, political or environmental reasons. Finally, an ordinary least squares regression analysis was performed to test the association between cosmopolitanism and political consumerism, controlling the effect of the main socio‐demographic variables. The study confirms the initial hypothesis; therefore, political consumption could be considered a type of consumerism that is clearly related to cosmopolitanism.     

Alternative Measurement Formats for Multiple Comparisons Across Multiple Image Objects:

In an earlier study Jaffe and Nebenzahl (1984) compared two "traditional" semantic differential formats used to investigate country image perceptions. The present article extends this line of research by examining two additional semantic differntial formats—the graphic positioning scale (Narayana 1977) and the numerical comparative scale. The "new" numerical comparative scale is advanced as preferable to the graphic positioning scale when comparisons are required across multiple image objects. Although the study reported here uses countries as stimulus objects, the numerical comparative scale may also be useful for assessing relative perceptions of other stimulus objects across multiple image dimensions (e.g., brands, stores, etc.).     

A cosmopolitan return to nature: how combining aesthetization and moralization processes expresses distinction in food consumption

This article investigates how foodies' adoption of New Nordic Food enables them to combine aesthetic and moral cosmopolitanism ideals. It demonstrates that consumers integrate aesthetic and moral cosmopolitan discourses through two complementary processes: the re-aesthetization of nature and the re-moralization of the exotic. These processes combine in a cosmopolitan interest for one of the last unexplored foreign contexts: nature. The findings of this article contribute to existing research by showing that moral cosmopolitanism reflects a more individualized and less engaged form of consumption than ethical consumption. They illustrate how urban consumers perform distinction in contexts where nature is the most exotic unexplored context, highlighting further the reterritorialization of global cosmopolitan consumption, where food trends can only be consumed authentically in their context of origin. Finally, this article shows how moral cosmopolitanism can support consumers who acknowledge the need for ethical consumption yet struggle with its adoption.     

Replicating,validating, and reducing the length of the consumer perceived value scale

This research reports an assessment of Sweeney and Soutar's (2001) consumer perceived value (PERVAL) scale. The PERVAL scale contains four dimensions: quality, emotional, price, and social values. The present study develops and evaluates two short forms of the original 19-item PERVAL scale based on Sweeney and Soutar's (2001) original data and three other studies in two different countries. In comparison with the full scale, the short 12-item and 8-item forms have equally good dimensional properties and equivalent predictive validity. The discussion includes implications, both for research and for retail managers.     

Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for environmentally‐friendly products

Recent research on consumer social responsibility highlights the need to examine psychological drivers of environmentally‐friendly consumption choices in a global context. This article investigates consumers’ willingness to pay (WTP) more for environmentally‐friendly products across 28 European Union (EU) countries, using a sample of 21,514 consumers. A multigroup structural equation modeling analysis reveals significantly different patterns and relationships, in how (a) subjective knowledge about the product's environmental impact, (b) environmental product attitudes, and (c) the perceived importance of the products’ environmental impact influence consumers’ WTP more for environmentally‐friendly products across countries. The hypothesized model predicts WTP for 20 out of 28 countries and the findings show that a “one‐size‐fits‐all” approach is inadequate in capturing the heterogeneity of EU consumers. Hosfstede's cultural dimensions of uncertainty tolerance and individualism explain differences in WTP for environmentally‐friendly products across EU countries. Business, marketing communications, and policy making implications are discussed.     

An empirical comparison of two brand personality scales: Evidence from India

Aaker's (1997) brand personality scale has been widely used to measure the personality of brands. However, studies also show that Aaker's brand personality dimensions are not stable across cultures. In pursuance of this issue, we examine the structure of brand personality dimensions in India. This research presents the results of two studies conducted to develop a brand personality scale in Indian context, and to make an empirical comparison between Indian brand personality scale and Aaker's brand personality scale. Results reveal that brand personality in India can be described in six dimensions: sophistication, excitement, popularity, competence, trendiness and integrity. The findings empirically support the reliability and validity of the scale developed. The results also reveal that Indian brand personality scale is a suitable alternative to Aaker's brand personality scale in Indian context.     

The Perceived Threats from Migrants and their Effects on Government Service Equality

ABSTRACT

Governments market policies like “products,” hoping that they will receive public support. With the increasing opposition to migrants in many countries, governments face more pressure to enact laws that favor citizens over migrants, assuming that citizens desire preferential treatment. We challenge that assumption by investigating antecedents of Government Service Equality (GSE), which captures the extent to which citizens believe that migrants are entitled to the same level of quality when using government services. Utilizing the justification-suppression model of prejudice and acculturation theory as theoretical underpinning, the article highlights the role of perceived threat in legitimizing discrimination against migrants. The conceptual model distinguishes between two types of threats: symbolic and realistic. Furthermore, the article investigates the role of cosmopolitanism and tradition in driving both types of threats. Results obtained through SEM using 428 surveys collected from host country citizens indicate that both realistic threat (e.g., economy) and symbolic threat (e.g., culture) influence equality perceptions negatively. However, our results reveal that citizens could be divided into two segments: cosmopolitans and traditionalists. Traditionalists, unlike cosmopolitans, do perceive migrants as threatening. In addition, cosmopolitanism has a direct positive influence on GSE. We conclude with a discussion and agenda for future research.     

Cross-national differences in big data analytics adoption in the retail industry

Big data analytics (BDA) has emerged as a significant area of research for both researchers and practitioners in the retail industry, indicating the importance and influence of solving data-related problems in contemporary business organization. The present study utilised a quantitative-methods approach to investigate factors affecting retailers' adoption of BDA across three countries. A survey questionnaire was used to collect data from managers and decision-makers in the retail industry. Data of 2278 respondents were analysed through structural equation modelling. The findings revealed that security concerns, external support, top management support, and rational decision making culture have a greater effect on BDA adoption in developed countries UK than in UAE and Egypt. However, competition intensity and firm size have a greater effect on BDA adoption in UAE and Egypt than in UK. Finally, human variables (competence of information system's staff and staff's information system knowledge) have a greater effect on BDA adoption in Egypt than UK and UAE. The findings indicate that a “one-size-fits-all” approach is insufficient in capturing the heterogeneity of managers across countries. Implications for practice and theory were demonstrated.     

The Productive Tension of Trust and Distrust: The Coexistence and Relative Role of Trust and Distrust in Online Banking

This study examines the effects of trustworthiness perceptions and trustor dispositions on trust and distrust as well as the downstream influence of trust and distrust on intention to use online banking. More than 500 college students located across two universities completed a survey to provide data for the study. The findings from this study suggest that the “blind trust” and “blind distrust” perspectives used in isolation are incomplete and that a more comprehensive model of trust requires the inclusion of both perspectives. As hypothesized, results also support the assertion that trust and distrust are distinct constructs and that the established e-retailing trust nomological network holds in an online banking context. The study also contributes to the literature by establishing several distrust antecedents, as well as illustrating distrust's negative effect on intention to use online banking. Finally, the study illustrates how the influence of trust can overwhelm the effect of distrust in an online banking context.     

East Meets West: A Meta-Analytic Investigation of Cultural Variations in Idealism and Relativism

Ethics position theory (EPT) maintains that individuals’ personal moral philosophies influence their judgments, actions, and emotions in ethically intense situations. The theory, when describing these moral viewpoints, stresses two dimensions: idealism (concern for benign outcomes) and relativism (skepticism with regards to inviolate moral principles). Variations in idealism and relativism across countries were examined via a meta-analysis of studies that assessed these two aspects of moral thought using the ethics position questionnaire (EPQ; Forsyth, Journal of Personality and Social Psychology 39, 175–184, 1980). This review identified 139 samples drawn from 29 different countries, for a total sample of 30,230 respondents, and concluded that (a) levels of idealism and relativism vary across regions of the world in predictable ways; (b) an exceptionist ethic is more common in Western countries, subjectivism and situationism in Eastern countries, and absolutism and situationism in Middle Eastern countries; and (c) a nation’s ethics position predicted that country’s location on previously documented cultural dimensions, such as individualism and avoidance of uncertainty (Hofstede, Culture’s Consequences: International Differences in Work-Related Values, 1980). Limitations in these methods and concerns about the validity of these cross-cultural conclusions are noted, as are suggestions for further research using the EPQ.     

Social trust and angel investors' decisions: A multilevel analysis across nations

The decisions made by angel investors are embedded in and influenced by their institutional settings. This paper advances a multilevel model of the direct and indirect effects of social trust on individuals' angel-investment decisions. It is postulated that two dimensions of social trust, namely the level and radius, can enhance information transmission, collaboration, and sanctioning mechanisms within a society. Consequently, they facilitate angel investment and moderate the relationship between it and individual factors. A multilevel model of data from 191,907 individuals across 25 countries shows that individuals in countries with a high level of trust are more likely to make angel investments. Whereas both the level of trust and the radius of trust are found to heighten the positive relationship between an individual's perceived entrepreneurial skills and angel investment, it is interesting to note that these factors weaken the relationship between the perception of new business opportunities and angel investment. These direct and moderating effects are robust after controlling for wealth, cultural values, and other factors. This study contributes to the crossover between research on entrepreneurship and social-trust research.     

Marking your trade: Cultural factors in the prolongation of trademarks

Trademarks protecting the brand name and associations are crucial in a brand's strategy, but little is known about the factors that determine a trademark's prolongation. To explain the prolongation of trademarks, the research estimated a multilevel hazard model accounting for trademark characteristics, firm's characteristics, and firm's country of origin national culture. The dataset comprises a census of 2911 trademarks in the US software security industry across an eight-year period, belonging to firms originating from 11 countries. The results indicate that a firm's culture of origin has a systematic effect on the types of trademark the firm is more likely to prolong and on the length of the prolongation. The age of the trademark, the number of categories where a particular trademark is present, and the age of the firm increase the likelihood of a trademark's prolongation. Larger and more innovative firms tend to terminate their trademarks earlier.