Consumer Cosmopolitanism in the Age of Globalization

Introduction

The Changing World and Cosmopolitan Consumers

The idea for this book originated when I was reviewing the literature on consumer centrism attitudes—ethnocentrism and cosmopolitanism. There was an abundance of writings about ethnocentrism, but the literature on cosmopolitanism was sparse indeed. This observation led me to believe that there was an urgent need for a work that synthesized, extended, and systematized what was known about consumer cosmopolitanism. Involvement of scholars and practitioners in the area was sorely needed. Accordingly, I proceeded to develop a detailed outline for an edited book that would fill this purpose. I contacted individuals who had previously published on aspects of the topic and asked them to select ...