A Taxonomy and Review of Positive Consumer Dispositions Toward Foreign Countries and Globalization

Fabian Bartsch, Petra Riefler, and Adamantios Diamantopoulos
Article Snapshot
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Key Takeaways
The proposed taxonmy categorizes positive dispositions based on their scope (general vs. consumption-related) and frame (global vs. country-related).

Our review and research framework proposes a causal sequence between orientational and attitudinal constructs, and highlights possible antecedents, response variables, and moderating influences.

Future research needs to address shortcomings regarding the underlying theory of positive dispositions, their empirical validation, as well as to identify possible antecedents and novel outcomes.

Article Snapshots: Executive Summaries from the Journal of International Marketing

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).

 


Author Bio:

 
Fabian Bartsch, Petra Riefler, and Adamantios Diamantopoulos
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