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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Open-mindedness — openness to diversity and foreign cultures (Likert 1–7, strongly disagree to strongly agree)

• I am interested in learning about the culture of other countries.
• I enjoy experiencing the diversity of foreign cultures.
• I am curious about the customs and traditions of other countries.
• I enjoy meeting people from other cultures.

Diversity Appreciation — positive valuation of cultural variety

• I value the diversity that people from other cultures bring to my country.
• I think a variety of cultures and ethnic groups is a good thing for my country.
• I enjoy eating foods from different cultures.
• The presence of people from different cultures enriches life in my country.

Consumption Transcending Borders — tendency to buy from other countries

• I buy products from other countries because they may be of better quality.
• I appreciate products from other countries for their own sake, not just as alternatives to domestic ones.
• I enjoy using products from other countries.
• Buying products from other countries broadens my horizon.

Cosmopolitan Identity — seeing oneself as a global citizen

• I consider myself a citizen of the world.
• I feel a responsibility toward all people of the world, not just in my own country.
• I think of myself as a global person.
• I feel as much at home in a foreign country as in my own country.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Four subscale scores. Open-Mindedness is the attitudinal foundation; Consumption Transcending Borders is the most behaviourally predictive subscale for foreign product adoption. Cosmopolitan identity is highest among highly educated, internationally experienced, urban consumers. Consumer cosmopolitanism moderates the country-of-origin effect — cosmopolitan consumers are less influenced by COO cues than ethnocentric consumers.

Recommended companion scales

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.

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