Skip to main content
Contribution to Book
Becoming and Being a Cosmopolitan Consumer (Chapter 3)
Consumer Cosmopolitanism in the Age of Globalization (2012)
  • Mark Cleveland, University of Western Ontario
  • Michel Laroche, Concordia University
There is much debate surrounding the nature and underlying causes of cosmopolitanism. Authors differentially allude to a predisposition at birth, or consider cosmopolitanism as a personality trait, or as an aspect of social class, among others. A growing number of scholars now regard cosmopolitanism as a learnable disposition. Previously, many theorists held that first hand contact with peoples of different cultures (i.e., physically experiencing different cultural spaces, as tourists, expatriates, migrants, and so forth) was necessary for acquiring cosmopolitan traits. Globalization and the advent of global electronic media have greatly compressed distances, by enabling instant exposure to different people and cultures. At the individual level, these encounters are postulated to enhance cultural flexibility and by extension, stimulate positive attitudes towards foreign products. This chapter focuses on the nature of the cosmopolitan. In it, we consider how cosmopolitanism is the product of global forces promoting interconnectedness interacting with individual and group identities and concomitant adherence to values at the individual and cultural levels.
  • Cosmopolitanism,
  • Consumer Behavior,
  • Globalization,
  • Culture,
  • Sociology
Publication Date
Melvin Prince
Business Expert Press
Citation Information
Mark Cleveland and Michel Laroche. "Becoming and Being a Cosmopolitan Consumer (Chapter 3)" New YorkConsumer Cosmopolitanism in the Age of Globalization (2012)
Available at: