Publications & Presentations

Cosmopolitanism: Concept and Measurement

Document Type

Article

Publication Date

11-2012

Abstract

The authors describe the development and validation of a short 6-item, reliable, valid self-report scale to measure cosmopolitanism. Cosmopolitanism is a concept in which people have an inclination to learn about groups other than their own. The concept has been in existence since time immemorial but has gained significance with the two-decade-old process of globalization. More research on this could help marketers develop products/services and marketing tools that are more suitable and acceptable to the marketplace. Four studies are reported using 11 individual interviews and 701 surveys, which helped the authors develop, purify, and validate the six-item measurement Likert-type scale containing one dimension

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