Introduction: the changing world and cosmopolitan consumers. -- Cosmopolitiansim as a journey: the construct and dynamics of change. -- The global nexus of transversal values and cosmopolitan consumers: understanding the intersection of values and consumers that cross over cultures, contexts, and countries. -- Becoming and being a cosmopolitan consumer. -- Relative national identity and consumer product evaluations. -- Cosmopolitans go shopping: a phenomenological inquiry into how cosmopolitans relate to global and local brands. -- Segmentation strategies for cosmopolitan consumers. -- Communications and cosmopolitanism. -- Relationship marketing to cosmopolitan consumers.

1. Consumer behavior