Abstract:
The present study aimed to find the impact of self-esteem on xenocentrism and cosmopolitanism among youth. Data was collected from 272 young people (age ranging from 15 years to 24 years) from twin cities (Rawalpindi & Islamabad). The main objective of the study was to explore the relationship between self-esteem, xenocentrism and cosmopolitanism among youth, furthermore it was also aimed to how self-esteem can be predictor of xenocentrism and cosmopolitanism among youth. The main hypothesis of the study was that to explore role of self-esteem in predicting xenocentrism and cosmopolitanism among youth. For assessment of xenocentrism, the Xenocentrism X-scale (Rojas-Mendez & Chapa, 2019), for cosmopolitanism the Cosmopolitanism Cosmoscale (Saran & Kalliny, 2012), and for self-esteem the Rosenberg Selfesteem scale (RSE) (Rosenberg, 1965) was used. Results of the study revealed that there is a significant negative relationship between self-esteem and cosmopolitanism among youth, whereas significant positive correlation between self-esteem and domestic rejection was found. Findings show that Cosmopolitanism will be higher in females than males. Foreign travel was shown to increase exocentric orientation. Findings also revealed that people living in nuclear family systems will be more likely be exocentric than those living in joint family systems. The study has important implications in the research areas related to consumer behavior, marketing, and consumerism sectors.
