The impact of cosmopolitanism on foreign product evaluation with different country images

Abstract

As to marketing managers and researchers, because the twenty-first century is becoming an age of globalization, it is very important to make a deep understand of cosmopolitanism which can be a critical disposition to drive consumer behaviors. This study will help both marketing managers and researchers to better understand the effect of cosmopolitanism on foreign product evaluation. And this study also investigates the moderating effect of country image on the relationship of cosmopolitanism and foreign product evaluation with three dimensions: advanced country, semi-developed country, developing country. Surveys are conducted with female consumer in Nanjing with two products (cosmetic and food). The results of this study indicate that cosmopolitanism has a positive effect on foreign product evaluation. However, their evaluation will become higher if the country image is higher and the evaluation will become lower if the country image if lower.