Cosmopolitanism, individual-level values and cultural-level values: A cross-cultural study

Cleveland M., Erdogan S., Arikan G., POYRAZ T.

JOURNAL OF BUSINESS RESEARCH, vol.64, no.9, pp.934-943, 2011 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 64 Issue: 9
  • Publication Date: 2011
  • Doi Number: 10.1016/j.jbusres.2010.11.015
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
  • Page Numbers: pp.934-943
  • Hacettepe University Affiliated: Yes


Cosmopolitanism (COS) is an important consumer characteristic for international market segmentation. To date, no empirical studies investigate how COS relates to consumer values: This research, involving samples of Canadians and Turks, focuses on the associations of individual- and cultural-level values to COS dispositions, and compares these relationships cross-culturally. The findings support the cross-cultural applicability of these constructs. While some of the COS-values relationships are consistent across the two cultures, others differ. Overall, COS is much more strongly associated with Schwartz's individual and cultural level values than with either Hofstede's cultural dimensions or demographics. (C) 2010 Elsevier Inc. All rights reserved.