Abstract

This study aims to investigate the impact of Jordanian consumers’ global-mindedness on retail store patronage.
We measured consumer global-mindedness, second-order, via cultural openness and cultural adaptability. In
order to test our proposed framework, we conducted a survey in three different Jordanian cities. Our results
confirm that consumer global-mindedness is a multi-dimensional construct. Further, we found that Jordanian
consumers’ global-mindedness has positive impact on shopping enjoyment and cognition. In return shopping
enjoyment and cognition have positive effects on store patronage.

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