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This study aims to examine the effects of cosmopolitanism on organizational commitment (OC), with a particular focus on the mediating impact of the employees’ challenge-oriented and affiliation-oriented organizational citizenship behaviors within the United Arab Emirates (UAE). The researcher has adopted the theory of planned behavior, the theory of reasoned action and the social exchange theory as a theoretical foundation.

The quantitative (deductive) method is used. The primary data is collected using a cross-sectional questionnaire. The data collection process was administered across five months. A total of 800 questionnaires were distributed randomly to various business sectors and industries in the UAE. A response rate of 86.9% was achieved, leading to 695 complete and feasible questionnaires.

Statistical analyzes prove that cosmopolitanism was indeed a valid predictor of OC. Contrary to the expectations, and more specifically, the results revealed that diversity is not a predictor of both challenge-oriented organizational citizenship and OC. The current study indicates that global openness (GOP) is an insignificant predictor of OC. Most remarkably, the present study shows a partially substantial mediation effect of affiliation-oriented organizational citizenship between GOP and OC. Last but not least, challenge-oriented and affiliation-oriented organizational citizenship are significant full mediators between one-world consciousness, cultural acceptance and OC.

Globalization has dramatically increased the diversity of the workforce. This scenario has led to the creation of the concept of Cosmopolitanism. The UAE is a unique setting, given that the workforce in the region is globally diverse. Thus, this study is a unique attempt to bridge the gap between the rich Western theories and the under-researched Non-Western context, namely, the UAE. As each city has its local-rooted environment, one cannot argue that Cosmopolitanism inevitably ignores international orientation. This study explains the embedded factors that constitute Dubai city’s cosmopolitan community, where developments and emerging growing economic trends arise.

In response to the somewhat paradoxical combination of increasing diversity in the global workforce and the resurgence of nationalism in an era of global mobility, the purpose of this paper is to uncover how employees on international assignments respond to exposure to new cultures. Specifically, the paper aims to explicate the underlying psychological mechanisms linking expatriates’ monocultural, multicultural, global and cosmopolitan identity negotiation strategies with their responses toward the host culture by drawing upon exclusionary and integrative reactions theory in cross-cultural psychology.

This conceptual paper draws on the perspective of exclusionary vs integrative reactions toward foreign cultures – a perspective rooted in cross-cultural psychology research – to categorize expatriates’ responses toward the host culture. More specifically, the study elaborates how two primary activators of expatriates’ responses toward the host culture – the salience of home-culture identity and a cultural learning mindset – explain the relationship between cultural identity negotiation strategies and expatriates’ exclusionary and integrative responses, providing specific propositions on how each type of cultural identity negotiation strategy is expected to be associated with expatriates’ exclusionary and integrative responses toward the host culture.

The present study proposes that expatriates’ adoption of a monocultural identity negotiation strategy is positively associated with exclusionary responses toward the host culture and it is negatively associated with integrative responses toward the host culture; expatriates’ adoption of a multicultural identity negotiation strategy is positively associated with both exclusionary responses and integrative responses toward the host culture; expatriates’ adoption of a global identity negotiation strategy is negatively associated with exclusionary responses toward the host culture; and expatriates’ adoption of a cosmopolitan identity negotiation strategy is negatively associated with exclusionary responses, and positively associated with integrative responses toward the host culture. The following metaphors for these different types of cultural identity negotiation strategies are introduced: “ostrich” (monocultural strategy), “frog” (multicultural strategy), “bird” (global strategy) and “lizard” (cosmopolitan strategy).

The proposed dynamic framework of cultural identity negotiation strategies illustrates the sophisticated nature of expatriates’ responses to new cultures. This paper also emphasizes that cross-cultural training tempering expatriates’ exclusionary reactions and encouraging integrative reactions is crucial for more effective expatriation in a multicultural work environment.

In response to the somewhat paradoxical combination of increasing diversity in the global workforce and the resurgence of nationalism in an era of global mobility, this chapter aims to uncover how employees on international assignments respond to exposure to new cultures. Specifically, the study aims to explicate the underlying psychological mechanisms linking expatriates' monocultural, multicultural, global, and cosmopolitan identity negotiation strategies with their responses toward the host culture by drawing upon exclusionary and integrative reactions theory in cross-cultural psychology. This conceptual chapter draws on the perspective of exclusionary versus integrative reactions toward foreign cultures – a perspective rooted in cross-cultural psychology research – to categorize expatriates' responses toward the host culture. More specifically, the study elaborates how two primary activators of expatriates' responses toward the host culture – the salience of home-culture identity and a cultural learning mindset – explain the relationship between cultural identity negotiation strategies and expatriates' exclusionary and integrative responses. The following metaphors for these different types of cultural identity negotiation strategies are introduced: “ostrich” (monocultural strategy), “frog” (multicultural strategy), “bird” (global strategy), and “lizard” (cosmopolitan strategy). The proposed dynamic framework of cultural identity negotiation strategies illustrates the sophisticated nature of expatriates' responses to new cultures. This chapter also emphasizes that cross-cultural training tempering expatriates' exclusionary reactions and encouraging integrative reactions is crucial for more effective expatriation in a multicultural work environment.

Research indicates a long historical connection between racism and nationalist ideologies. This connection has been highlighted in the resurgence of exclusionary nationalism in recent years, across many multicultural societies. This chapter discusses the notions of race, ethnicity and nation, and critically examines how racism shapes contemporary manifestations of nationalist discourse across the world. It explores the historical role of settler-colonialism, imperial expansions and the capitalist development in shaping the racial/ethnic aspect of nationalist development. Moreover, it provides an analysis of the interconnections between the racialisation of minorities, exclusionary ideologies and the consolidation of ethno-nationalist tropes. This chapter further considers the impact of demographic changes in reinforcing anti-migrant exclusionary sentiments. This is examined in connection with emerging nativist discourse, exploring how xenophobic racism has shaped and is shaped by nostalgic nationalism based on the sanitisation of the legacies of Empire and colonialism.

The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural elements. Specifically, this paper examines whether a property interpretation and a relational interpretation have different influences on consumers’ evaluations of global brands that incorporate local cultural elements.

Two experiments were conducted as part of this research. Experiment 1 adopted a two (interpretation strategy: property interpretation vs relational interpretation) single-factor between-subjects design. Experiment 2 adopted a 2 (interpretation strategy: property interpretation vs relational interpretation) × 2 (polyculturalist beliefs: high vs low) between-subjects design. The data were analyzed using ANOVA and PROCESS 213.

A property interpretation (emphasizing that some features of a global brand transfer to local cultural elements) leads to a less favorable evaluation of global brands that incorporate local cultural elements than a relational interpretation (emphasizing a relation between global brands and local cultural elements). This effect is fully mediated by perceived cultural intrusion, and it exists only when consumers have a low level of polyculturalist beliefs.

This paper reveals that the phenomenon of cultural mixing occurs when global brands incorporate local cultural elements. In addition, the way that consumers perceive the relationship between global brands and local cultural elements will determine their reactions to global brands that incorporate local cultural elements.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Performance of multinational corporations (MNCs) on the global stage can become more effective when expatriate employees adapt positively within different cultural surroundings. How they choose to respond helps ascertain the type of cultural identity strategy potentially most suitable for the host culture in question.

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Cosmopolitanism and xenocentrism denote distinct individual orientations toward cultural outgroups. The former considers an individual’s openness to cultural diversity and ability to navigate through intercultural environments, whereas the latter describes an individual’s feelings of admiration or preference for specific cultural outgroup(s), over his/her ingroup. Few studies have simultaneously examined these constructs and fewer still have considered these within a nomological framework of key predictors (i.e. basic psychological needs) and practical outcomes (e.g. influentialness and friendships across different groups). The paper aims to discuss these issues.

The authors hypothesized a series of relationships of various antecedents and outcomes of cosmopolitanism and xenocentrism, and tested these conjectures using survey data from Canadians (n=238) and Americans (n=239).

The findings support the psychometric robustness of our tripartite operationalization of xenocentrism, and clearly distinguish this construct from cosmopolitanism. Beyond confirming earlier findings, the authors illuminate several novel relationships (e.g. between basic psychological needs, cosmopolitanism and xenocentrism), and elucidate the role played by a key personality dimension, neuroticism, in mediating the relationships between basic psychological needs and the two outgroup orientations.

Samples of this study are drawn from North America and a cross-sectional research design is used.

Whereas for xenocentric consumers admiration of one or more foreign culture(s) displaces customary preferences for one’s own cultural group, cosmopolitan consumers are able to embrace outside cultures without disaffection from their sociocultural ingroup. Given the obvious repercussions of these differences for targeting international consumer segments and for positioning brands across borders, our research has numerous practical applications as well as theoretical implications.

The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.

The approach is conceptual with illustrative examples.

The authors integrate the conceptual framework that highlights the reinforcing nature of global consumer culture with recent findings about the psychology of globalization. Specifically, the authors bring attention to the perceptual, cognitive and motivational consequences of globalization, as well as its effects on consumer identification. The authors illustrate how this integration provides insights for better predicting consumer behavior in a globalized world.

One key aspect of globalization is the creation of multicultural spaces in contemporary societies. Taking a psychological approach, the authors discuss how consumers respond to the process of culture mixing at the heart of globalization. This has consequences for marketers’ global endeavors and provides a nuanced understanding of consumer behavior in a globalized world.

The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on global consumer cultures.

Mixed products, while presenting new business opportunities, raise considerable concerns among managers and researchers. However, whether mixed products (functionally vs culturally) trigger positive or negative consumer reactions is controversial. Hereby, the present research seeks to resolve the conflicting effects by examining the moderating role of service provider type (humanoid service robot vs human employee) in the impact of mixed products on consumer reactions.

Two studies were conducted to explore the effect of mixed products on consumer reactions. Specifically, study 1 was developed to examine the interplay of mixed products and service provider type in shaping consumers' product attitudes and purchase intentions under an offline shopping scenario; study 2 further provided evidence for the mediating roles of perceived usefulness and perceived enjoyment in the above processes under an online-shopping context.

The convergent findings of two studies conclude that, when served by a humanoid service robot (vs human employee), consumers exhibit more positive attitudes and higher purchase intentions toward functionally (vs culturally) mixed products. Furthermore, such effect is driven by the perceived usefulness (vs perceived enjoyment) when served by humanoid robot (vs human employee).

First, this is one of the first studies to conceptualize mixed products as the two-dimensional construct (i.e. functionally mixed and culturally mixed), and the findings sheds light on the mixed products literature. Second, this paper introduces service provider type as the boundary condition for the impact of mixed products on consumers' product attitudes and purchase intentions, which expands the match-up hypothesis and schema theory in service marketing. Third, the current research explores the mediating roles of perceived usefulness and perceived enjoyment in the above effects, which could make significant contribution to the motivation theory.

To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.

Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.

Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.

Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.

A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.

The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.