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Consumer cosmopolitanism: Review and replication of the CYMYC scale


  • Riefler, Petra
  • Diamantopoulos, Adamantios


Extant marketing literature mainly focuses on explaining why consumers might prefer domestic products and refrain from buying foreign products but, however, is weak in explaining why consumers might intentionally opt for foreign products. Against this background, consumer cosmopolitanism has gained increasing attention as a potentially relevant consumer characteristic for explaining foreign product preference and choice. However, empirical evidence on the impact of consumer cosmopolitanism on consumption behavior remains scarce. This paper identifies the absence of an appropriate measurement instrument as a main reason for this lack of empirical studies by providing (a) a review of cosmopolitanism scales used in other research fields, and (b) a replication with extensions study of the CYMYC scale, the only consumer cosmopolitanism scale currently available. The findings highlight a need for a new scale to measure the consumer cosmopolitanism construct. To stimulate further research in this direction, the paper proposes a conceptual definition of consumer cosmopolitanism along with a nomological network to guide the scale development process.

Suggested Citation

  • Riefler, Petra & Diamantopoulos, Adamantios, 2009. "Consumer cosmopolitanism: Review and replication of the CYMYC scale," Journal of Business Research, Elsevier, vol. 62(4), pages 407-419, April.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:4:p:407-419

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    References listed on IDEAS

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    Cited by:

    1. Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 3(11), pages 30-44, November.
    2. Gineikiene, Justina & Schlegelmilch, Bodo B. & Auruskeviciene, Vilte, 2017. "“Ours” or “theirs”? Psychological ownership and domestic products preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 93-103.
    3. Bartikowski, Boris & Walsh, Gianfranco, 2015. "Attitude toward cultural diversity: A test of identity-related antecedents and purchasing consequences," Journal of Business Research, Elsevier, vol. 68(3), pages 526-533.
    4. Johan Lindell & Yuwei Lin, 2014. "A Methodological Intervention in Cosmopolitanism Research: Cosmopolitan Dispositions Amongst Digital Natives," Sociological Research Online, Sociological Research Online, vol. 19(3), pages 1-19.
    5. Jin, Zhongqi & Lynch, Richard & Attia, Samaa & Chansarkar, Bal & Gülsoy, Tanses & Lapoule, Paul & Liu, Xueyuan & Newburry, William & Nooraini, Mohamad Sheriff & Parente, Ronaldo & Purani, Keyoor & Ung, 2015. "The relationship between consumer ethnocentrism, cosmopolitanism and product country image among younger generation consumers: The moderating role of country development status," International Business Review, Elsevier, vol. 24(3), pages 380-393.
    6. repec:eee:jbrese:v:77:y:2017:i:c:p:195-202 is not listed on IDEAS
    7. Alessandro De Nisco & Giada Mainolfi & Vittoria Marino & Maria Rosaria Napolitano, 2015. "Aufmerksamkeit Frau Merkel! Animosità economica, etnocentrismo ed effetto country-of-origin: uno studio sulla percezione della Germania in Italia durante la crisi dell’euro," MERCATI E COMPETITIVITÀ, FrancoAngeli Editore, vol. 2015(2), pages 87-110.


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