Personal Culture Orientation and Consumer Cosmopolitanism: The Moderating Effects of Product Involvement

Abstract

Cosmopolitan consumers generally refer to individuals who are open and unbiased towards foreign products and identify as citizens of the world. Despite growing relevance of understanding consumer cosmopolitanism (COS) in today’s changing international landscape, both the construct itself is still not that well understood and operationalized, as well as its social and psychographic antecedent. In terms of culture studies, recent culture studies within the IB discipline continue to debate over the appropriate definitions of culture, as well as its conceptualization, operationalization, and especially measurement. This research aims to explore the impact of personal cultural orientations (PCOs), as individual-level culture value concepts, on COS, as well as the potential moderating role of product involvement (e.g., high- vs low-involvement products). Young-adult consumers in Taiwan and New Zealand were chosen to provide a contrast between a typical Western, Anglo-Saxon-based perspective and a typical Eastern, Asian, Confucian-based cultural context.

Overall, this study could not fully support PCOs as having a significant impact on COS, nor product involvement as a moderator. However, COS could not be tested as a second-order reflective latent construct as originally intended in the seminal paper by Riefler et al. (2012). Compared to Riefler et al. (2012)’s paper, differences can be observed in the sampling where Riefler et al. (2012) sampled respondents aged 19 to 93 years (mean=46.6). This suggests that young adults a generational cohort hold significantly different perspectives and dispositions to other generations and the overall population. This finding aligns with recent IB literature in looking for smaller ‘containers’ of culture.

Of the three PCOs tested, two displayed significant effects to COS in both country samples, but only to one dimension of the COS construct (Open-mindedness) and not the other (Diversity appreciation). Hence it is highly likely the PCOs tested in this study have significant effects on COS, if only COS could be operationalized as originally intended as discussed above. This points towards potential issues in appropriateness of the scales used for studies on young adults, as both the PCO and COS scales were developed on a wide range (age diverse) of respondents.

This study also showed that within-country differences appear to be smaller than across-country differences. This is not consistent with previous cross-cultural research in the IB literature, which suggest cultural values differ significantly at the individual level due to differences in individuals’ experiences. Again, such research was done on more diverse respondent populations, not a specific demographic cohort with distinct social experiences. This finding has implications for the general assumption that within-country differences are considerably larger than across-country differences, when it comes to cultural value studies. Thus, when focusing on a specific demographic generational cohort, it seems that even when it comes to representatives from two very diverse cultural backgrounds, one grounded in a more Western and Protestant-based cultural context with more independent identity construal and the other in a more Eastern and Confucian-based cultural context with more interdependent identity construal, my evidence shows grater tendency towards a generational archetype understanding of young adults.