Effects of Cosmopolitanism on Variety Seeking and Novelty Seeking

An Empirical Study Based on the Theory of Optimum Stimulation Level

Abstract

We examine the effect of cosmopolitanism on novelty- and variety-seeking activities. Consumers with a global mindset that seek cultural diversity are emerging and are referred to as cosmopolitan consumers. They are open-minded, appreciate diversity, and consume imported products. Therefore, they recognize not only a domestic market but also a global market. Consid-ering the increasing number of cosmopolitan consumers, they are assumed to seek new information about unfamiliar products (novelty seeking) and try various products (variety seeking) from the world market. However, the relationships between cosmopolitanism and novelty- and vari-ety-seeking activities are unknown. Thus, we show here the effect of cosmopolitanism on novelty and variety seeking based on optimum stimulation level (OSL) theory.

An online survey by a research company was conducted for data analysis. A total of 806 Japanese consumers participated and shared their consumption activity about fast-moving con-sumer goods and smartphones. Results confirmed a positive and null effect of cosmopolitanism on novelty seeking and variety seeking, respectively. However, a positive effect of cosmopolitanism on variety seeking was found in samples with low preference for domestic products. Furthermore, the results confirmed the positive effect of OSL on novelty and variety seeking and positive effect of novelty seeking on variety seeking.

Our results demonstrate the mechanism of how cosmopolitanism increases novelty- and varietyseeking activities. Our study’s theoretical extension on OSL contributes to international business studies. To achieve market entry, identifying an appropriate target market is critically needed. Cosmopolitan consumers tend to seek novelty information and consumers with low pref-erence for domestic products tend to seek product variety. Novelty and variety seekers are usually considered as either innovators or early adapters. That is, targeting cosmopolitan consumers has a potential for stimulating international sales.