Learning to Be Cosmopolitan

Bernardo Figueiredo, University of New South Wales, Australia
Julien Cayla, University of New South Wales, Australia
This paper examines how consumers learn to be cosmopolitan. It considers the way mobile consumers incorporate and exercise the cosmopolitan ideals of flexibility, adaptability, and competence in three modes: objectified, institutionalized, and embodied cosmopolitanism. By looking at cosmopolitanism as an ideology that reproduces as cultural capital, it identifies important implications for consumer research.
[ to cite ]:
Bernardo Figueiredo and Julien Cayla (2011) ,"Learning to Be Cosmopolitan", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.