The CATMG is a cross-nationally validated measure of consumer attitudes toward the globalisation of consumer markets — the increasing integration of national markets, the spread of global brands, and the influx of foreign products, companies, and cultural influences. Alden, Steenkamp, and Batra (2006) developed the CATMG to fill a conceptual gap between ethnocentrism measures (which focus on attitudes toward foreign products relative to domestic products) and consumer culture positioning research (which examines brand strategy), by creating a direct measure of attitudes toward the phenomenon of marketplace globalisation itself. The three dimensions reflect distinct attitudinal reactions to globalisation. Global Openness captures the degree to which consumers view marketplace globalisation positively — as expanding choice, improving quality, and connecting consumers to global culture. Cultural Threat Perception captures the degree to which consumers believe globalisation threatens local cultural identity, values, traditions, and ways of life. Economic Threat Perception captures the degree to which consumers believe globalisation threatens local employment, domestic industries, and national economic sovereignty. The three dimensions are empirically separable: Global Openness is positively predicted by cosmopolitanism, global consumer identity, and openness to foreign cultures; Cultural and Economic Threat perceptions are positively predicted by nationalism, consumer ethnocentrism, and local identity centrality. Validated across the United States, South Korea, and India in the original study, with subsequent cross-cultural applications in Europe, China, and Latin America.
Alden, D.L., Steenkamp, J.B.E.M., & Batra, R. (2006). Consumer attitudes toward marketplace globalization: Structure, antecedents, and consequences. Journal of International Business Studies, 37(6), 803–825.
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