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Cross‐country differences in consumer cosmopolitanism and ethnocentrism: A multilevel analysis with 21 countries
Author(s) -
Han C. Min,
Won Sung Bin
Publication year - 2017
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.1675
Subject(s) - consumer ethnocentrism , cosmopolitanism , ethnocentrism , individualism , developing country , multilevel model , country of origin , individualistic culture , demographics , demographic economics , psychology , economics , business , sociology , social psychology , political science , collectivism , marketing , economic growth , demography , politics , machine learning , computer science , law , market economy
The purpose of this study is to empirically investigate the country‐level antecedents of cross‐country differences in consumer cosmopolitanism and consumer ethnocentrism (CET) using samples from 21 nations. Country‐level antecedents have not been examined extensively in the past, in spite of their importance in understanding consumer behavior across countries. Specifically, we perform a multilevel analysis with various country‐level cultural and economic antecedents as between‐country factors and individual‐level demographics as within‐country covariates. Our findings show that the level of consumer cosmopolitanism in a country is related to several country‐level factors. It was found to be high in more individualistic, less masculine, and high‐uncertainty‐avoidance cultures; developing countries; and countries with trade surpluses. On the other hand, CET had a high level in economically open countries. In addition, CET was higher among older consumers across countries.