Consumer Cosmopolitanism Scale

What it measures

Measures the cosmopolitan consumer orientation — the degree to which consumers are open to and appreciative of other cultures, seek foreign products and experiences as a form of self-enrichment, and identify with a global rather than exclusively national consumer identity. Consumer cosmopolitanism is conceptually distinct from consumer ethnocentrism (concern about domestic economic harm) and global consumer culture identification (aspiration for global brand prestige) — it captures genuine openness to cultural diversity as a consumption value. Cosmopolitan consumers are more likely to adopt foreign brands, respond positively to multicultural advertising, and act as cultural intermediaries spreading global consumption trends.

Representative items

• I am curious about and interested in other cultures. (Open-Mindedness)
• I enjoy the diversity of cultures and people I encounter. (Diversity Appreciation)
• I enjoy experiencing products from other countries. (Consumption Transcending Borders)
• I like to try foods from other countries. (Consumption Transcending Borders)
• I consider myself a citizen of the world. (Cosmopolitan Identity)

Citation

Riefler, P., Diamantopoulos, A., & Siguaw, J.A. (2012). Cosmopolitan consumers as a target group for segmentation. Journal of International Marketing, 20(2), 48–71.