Association of Marketing Theory and Practice Proceedings 2011


Cross-Cultural Quotient: A Conceptual Development

Document Type

Conference Proceeding

Conference Track

Cross-Cultural Marketing and Entrepreneurship/ Small Business Marketing

Publication Date



While much has been written about acculturation, little has been done to understand the factors that would help with this process of acculturation. We explore these factors and develop a measure to capture these factors which we believe determine people’s level of comfort with other cultures. Using a pilot study (N = 158) and main study (N = 444), this research attempts to fill this gap by developing and validating a cross-cultural quotient (CCQ) construct and scale. The results indicate that CCQ is made up of six factors, and these factors vary across behavioral and demographic variables such as proficiency with another language, ownership of a passport and gender. The implications of these findings are discussed in detail in our manuscript.

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