1. The document examines how exposure to global experiences through media, travel, and social networks influences consumer worldmindedness and attitudes toward global consumption. 2. It finds that exposure to global media positively influences consumer worldmindedness, and worldmindedness positively influences consumer orientation toward global products and brands. 3. However, the influences of international travel and social networks on worldmindedness are unclear. The study also has limitations as a single city cross-section with a small student sample.

1. Consumers’ Worldmindeness and their attitudes and o
rientations toward global consumptions
국제경영이론연구
이동기 교수님
제출자: 경영대학 마케팅 전공
2007-30788 고은희
제출일: 2008년 12월 16일
2008년 2학기 국제경영이론 2007-
30788 고은희

2. Introduction and Literature Review
Introduction Literature Review
Concepts
Sampson and Smith ( Hybrid culture appreciating world
1957) – Worlmindedn sharing and common welfare as “
Globalization ess worldmindedness”
Merton (1957) – A cosmopolitan is a person who
Cosmopolitan maintains a broad network of link
s and personal contacts outside t
he immediate community.
Transform consumers’ mind set Hannerz (1990) – Cosmopolitanism is a willingness
(Consumer worldmindedness) Cosmopolitanism to engage with the “other” and th
us constitutes openness toward d
ivergent cultural experiences.
Hannerz (1999) – A world-minded (or cosmopolitan
World-minded person ) person as someone who reflect
s both “cultural openness” and “c
Consumers’ attitudes to global ultural adaptability”
products or global brands Alden and colleagues A measure of consumer attitudes
(GCO & AGB) (2006) – Global Consu toward global consumption
mption Orientation (G
CO)
2008년 2학기 국제경영이론 2007-
30788 고은희

3. Hypotheses and Data collection
Hypotheses Data collection
 Sample Descriptions
 H1a: Exposure to global experience through mass media from ot
Gender Age
her countries has a positive influence on consumer worldmindedne Frequency Percen Frequency Percent
ss. t
 H1b: Exposure to global experience through international travel
Male 30 55.6 39 72.2
has a positive influence on consumer worldmindedness. (20-24)
 H1c: Exposure to global experience through international social
network has a positive influence on consumer worldmindedness. Female 24 44.4 15 37.8
(25-29)
 H2a: Consumer world mindedness has a positive influence on c
onsumer global consumption orientation. Total 54 100 54 100
 H2b: Consumer world mindedness has a positive influence on c
onsumer global consumer attitudes toward global brands.  Methods of Constructs
Source
Model Global Media Appadurai (1990)
International Travel Nijssen and Douglas
GM H1a (2004)
H2a CGO International Network Douglas and Nijssen
(2003)
H1b
IT CW Global Consumer
Orientation
Alden, Steenkamp, a
nd Batra (2006)
H2b
Attitudes to Global Nunnally (1967)
H1c Brands
AGB Consumer Hannerz (1990)
IN Worldmindedness
2008년 2학기 국제경영이론 2007-
30788 고은희

4. Results
Analyses with AMOS 4.0 Results
GM .69*
.42* CGO
-.36
IT CW
.54*
.38
AGB
IN
Note: The standardized parameters are shown. Parameter is
significant at a confidence level of p<.05*.
2008년 2학기 국제경영이론 2007-
30788 고은희

5. Conclusions and Limitations
Conclusions Limitations
1. Consumers who are more culturally open and ad 1. First, the study involved cross-sectional research
aptable are more globally oriented to and are mo but was conducted in a single city, Seoul.
re in favor of global brands
(Worldmindedness - Consumer Global Orientation 2. Second, this study includes one homogeneous gr
& Attitudes to Global Brands) oup as respondents, which is a group consisting
of university students.
2. One (global media) is revealed to be positivel
y related to consumer worldmindedness, wher 3. Third, this study contains small sample; only 54 p
eas the influences of the others are not clear. ersons participated to the survey as respondents.
(Global Media, International Travel, & Internatio
nal Network – Consumer Worldmindedness) 4. Although consumer worldmindedness seems to p
lay a role in the attitudes towards global consum
It can be guessed that the respondents have re
ption orientation and global brands, the extent to
latively small direct international experiences t
which it influences other types of consumer attitu
hrough international travels and international des and behavior and thus plays a role in a broa
networks compared to indirect ones through g der range of attitudes and behavior should be ad
lobal media. dressed.
2008년 2학기 국제경영이론 2007-
30788 고은희

6. Any questions and thoughts are welcome.
2008년 2학기 국제경영이론 2007-
30788 고은희