How consumers perceive globalization: A multilevel approach

This paper examines antecedent Latin American citizens' attitudes toward globalization, taking into account the effect of the extent of globalization at the national level. The model incorporates the effect of nonresponse and accounts for the hierarchical nature of individual opinions on globalization. Multilevel mixed-effects model estimations using both macro and micro level data show that there is a high potential for nonresponse bias in globalization studies, specifically in countries where digital access is still limited. The degree of acceptance of globalization among Latin American citizens is heterogeneous with important determinants at the country level being the degree of cultural globalization and its interaction with variables at the individual level. Young male individuals, with high levels of education, income and access to internet and international TV channels are likely to favor globalization in Latin America.