This article (a) develops a conceptual taxonomy of positive
consumer dispositions based on similarities and unique features, (b) undertakes
a comprehensive review of the relevant conceptualizations and
operationalizations, and (c) provides guidance for future research directions.
"Both researchers and practitioners currently confront
a large number of potentially promising constructs for characterizing todays’
consumers but lack guidance on how to best handle them."
"International marketing literature would benefit from
synthesizing the existing range of dispositions, their conceptualizations, and
measurement instruments so as to provide directions for future substantive
research."
Research
The international marketing literature currently faces a
large number of potentially prominsing constructs characterizing consumers
positive dispositions toward foreign countries and globalization. However, the
unsortated range of constructs makes assimilation and intergration of research
findings cumbersome and difficult. Thus, literature would benefit from
synthesizing existing knowledge and directions for future research.
Method
This article reviews marketing-related literature on
consumers' positive dispositions toward foreign countries or globalization.
This taxonomy categorizes 19 consumer dispositions
towards foreign countries and globalization based on their scope (general vs.
consumption related) and frame (global vs. country-related). Circles indicate
similarities and potential overlap of the conceptual domain.
Findings
This article developes a taxonomy of positive dispositions
toward foreign countries and globalization by integrating available literature
and reviewing conceptualizations associated with 19 different
conceptualizations. Findings indicate that existing conceptualizations may
overlap, lack of appropriate conceptual development/validation, miss an
appropriate empirical delineation, and are accompanied by a bulk of
fragmented substantive findings.
Implications
Academics and professionals alike may use this review to (a)
select appropriate dispositions for research and segmentation purposes, (b)
draw upon the supporting material to contrast available and potential future
studies , and (c) promote the appropriate application of positive dispositions
for future research applications.
Questions for the Classroom
- How does globalization change consumer preferences?
- How can we identify international consumer groups?
- How can positive dispositions segment international markets?
Full Article
Fabian Bartsch, Petra Riefler, and Adamantios Diamantopoulos
(2016), “A Taxonomy and Review of Positive Consumer Dispositions Toward Foreign
Countries and Globalization,” Journal of International Marketing, 24 (1),
82-110.
doi: http://dx.doi.org/10.1509/jim.15.0021
Fabian Bartsch is Research and Teaching Assistant,
Department of International Marketing, University of Vienna (e-mail:
fabian.bartsch@univie.ac.at).
Petra Riefler is Assistant Professor, Department of
International Marketing, University of Vienna (e-mail: petra.riefler@univie.ac.at).
Adamantios Diamantopoulos is Professor and Chair of
International Marketing, Department of International Marketing, University of
Vienna (e-mail: adamantios.diamantopoulos@univie.ac.at).