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

Abstract

International marketing research has shown vivid interest in consumers’ positive dispositions toward foreign countries and globalization. Motivated by the aim to segment international consumer markets, the literature has introduced and adopted a plethora of constructs and measurement instruments to capture such dispositions. However, the current state of literature is problematic because of an unsorted range of constructs with overlapping conceptualizations, diverse operationalizations, and fragmented empirical findings regarding the impact of these constructs on consumer responses. Consequently, making an informed choice on which construct(s) to employ in substantive research (and why) is extremely difficult. This article aims to advance the international marketing literature by (1) developing a conceptual taxonomy of constructs of positive consumer dispositions that highlights their similarities and unique features; (2) undertaking a comprehensive review of the relevant conceptualizations and operationalizations; and (3) providing guidance for further research on positive dispositions, including antecedents, response variables, and potential mediating and moderating influences. To move substantive research in this field further, this article also proposes a research framework that comprises antecedents, causal sequences of dispositions, effects on consumer response variables, and potential boundary conditions.