Consumer Dispositions in Multicultural Contexts: A Framework Proposition

Abstract

Objective: Globalisation has led to the formation of cultural flows across national borders, resulting in different behaviours concerning foreign products consumption. The objective of this study is to organise some of the constructs that describe consumer dispositions in multicultural contexts, by tracking the available literature on these dispositions, and by proposing a conceptual framework. Methodology: It was adopted a conceptual perspective, where a systematic review of the literature was used to organise the ingroup and outgroup dispositions. Main results: It was identified that the study of consumer dispositions is a relatively recent topic in the academic literature, having 35 years from the first published article, and 53% of them being published in 2016 and after. Also, studies on ingroup dispositions are in a more mature stage than the ones on outgroup dispositions. Originality: Authors propose a two-dimensional framework that combines pro and anti perspectives of the dispositions. Theoretical contributions: Beyond the pro perspective already present in the literature, this research proposes the combination of pro and anti aspects, drawing attention to a neutral consumers position. Authors also recommend the inclusion of exoticism as a pro-outgroup disposition in consumer behaviour.