Abstract
As an increasing portion of the world's population identifies itself as cosmopolitan, we examine whether cosmopolitan identity involves openness and adaptability to new environments or instead favors maintaining a global lifestyle that persists across environments. Based on a field study of expatriates, we find that the expected duration of sojourn is a crucial moderator of cosmopolitan behavior. In short-duration sojourns, cosmopolitans adjust more to new environments than non-cosmopolitans. In long-duration sojourns, non-cosmopolitans adjust more to the host country while cosmopolitans tend to retreat into a global lifestyle. We find that these adjustment choices are correlated with well-being, contrary to the claims in existing literature on expatriates that adjustment should be the preferred behavior regardless of consumer identity.
Original language | English |
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Pages (from-to) | 337-345 |
Number of pages | 9 |
Journal | International Journal of Research in Marketing |
Volume | 29 |
Issue number | 4 |
DOIs | |
State | Published - 1 Dec 2012 |
Keywords
- Consumer identity
- Cosmopolitanism
- Expatriate adjustment
- Horizon effects
ASJC Scopus subject areas
- Marketing