The Influence of Consumer Dispositions in Cross-Cultural Consumer Behavior: The Mediating Roles of Cosmopolitanism, Affinity, Ethnocentrism, and Animosity

This paper investigates how socio-demographic factors, cultural variables, and attitudes interact with positive and negative consumer dispositions—cosmopolitanism, affinity, ethnocentrism, and animosity—to influence pre-purchase, purchase, and post-purchase behaviors. Anchored in five key theories—attitude theory, laddering theory, social identity theory, self-identity theory, and identity theory—the study highlights the mediating roles of these dispositions in cross-cultural consumer behavior. Positive dispositions such as cosmopolitanism and affinity foster openness to foreign brands, while negative dispositions like ethnocentrism and animosity deter purchases of foreign products. This integrated framework offers a comprehensive understanding of consumer behavior by bridging socio-demographics, cultural influences, and psychological dispositions. The study contributes to theory by examining the interplay of these factors, advancing cross-cultural consumer behavior research, and providing actionable insights for marketers navigating global markets.