Studying abroad: the role of consumer cosmopolitanism in the enrolment decisions
Purpose Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when pla...
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| Published in: | Young consumers Vol. 23; no. 4; pp. 587 - 602 |
|---|---|
| Main Authors: | , , |
| Format: | Journal Article |
| Language: | English |
| Published: |
Bradford
Emerald Publishing Limited
19.10.2022
Emerald Group Publishing Limited |
| Subjects: | |
| ISSN: | 1747-3616, 1758-7212, 1747-3616 |
| Online Access: | Get full text |
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| Abstract | Purpose
Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation.
Design/methodology/approach
After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses.
Findings
Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers.
Originality/value
Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored. |
|---|---|
| AbstractList | Purpose
Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation.
Design/methodology/approach
After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses.
Findings
Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers.
Originality/value
Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored. Purpose>Cosmopolitans transcend their local boundaries by interacting and actively seeking other cultures, and the applications of these characteristics to consumption behaviour is called consumer cosmopolitanism. To outline inferences on what school leavers would experience, consider or do when planning to study abroad, this paper aims to examine people who have experienced Erasmus concerning the relationship between their level and type of consumer cosmopolitanism and the decisions related to enrolling in the Erasmus programme, which include the decision itself, motivations, choice of destination, pursuing cultural differences and search for different levels of globalisation.Design/methodology/approach>After proposing a conceptual model, data were collected by surveying undergraduate or postgraduate students. Then a set of multivariate analyses were developed to validate the hypotheses.Findings>Contrarily to what could be expected, results indicate that consumer cosmopolitanism decreases the likelihood for students to enrol on the programme. Additionally, three types of consumer cosmopolitanism were found: low, cultural and high cosmopolitans. According to results, low cosmopolitans display lower likelihoods of enrolment than the other two types. This evidence supports that intention to enrol is not always a good predictor of behaviour and that a gap is proven here as well. This study also suggests that cosmopolitan consumers do not reveal a preference for countries with similar/different cultures or levels of globalization to that of their own country, but, conversely, experiencing a different culture remains one of the leading motivations for these consumers.Originality/value>Although cosmopolitanism has been extensively studied in different research fields, its link with the decisions on studying abroad has barely been explored. |
| Author | Salomão, Miriam Taís Côto, José Ricardo Silva, Susana Costa |
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| Cites_doi | 10.1007/S11558-019-09344-2 10.1108/09513540210418403 10.1016/j.jbusres.2006.11.006 10.1002/CB.1675 10.1108/IMR-09-2018-0260 10.1016/j.jbusres.2012.09.022 10.5539/ies.v6n4p1 10.15804/tner.2017.50.4.02 10.1080/03055698.2016.1152171 10.1177/0263276404047418 10.1057/PALGRAVE.JIBS.8490394 10.1080/14790718.2011.620614 10.1057/jibs.2011.51 10.1080/14767724.2017.1405244 10.1108/IMR-10-2018-0287 10.1016/B978-0-08-025805-8.50016-0 10.1080/10963758.2011.10697003 10.1080/14649365.2011.588802 10.1177/0022022110388567 10.1007/S10734-010-9396-5 10.1080/1360080X.2020.1771511 10.1177/1028315315595703 10.2478/jesr-2019-0015 10.1177/073428299801600407 10.25145/j.pasos.2015.13.012 10.1080/08870440512331317670 10.1509/jim.15.0021 10.1007/S10734-015-9871-0 10.1177/1745499915571718 10.36366/frontiers.v11i1.151 10.1007/s10551-010-0501-6 10.1057/S41254-020-00177-0 10.1080/00167223.2015.1136229 10.1086/209560 10.9707/2307-0919.1014 10.1080/09552367.2020.1736253 10.1509/jimk.10.4.30.19550 10.1177/1368431006068756 10.1016/j.jbusres.2008.01.041 10.1509/jimk.17.1.116 10.1108/JCM-11-2017-2432 |
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| Keywords | Erasmus programme Consumer cosmopolitanism Consumer behaviour |
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