THE EFFECT OF ETHNOCENTRISM AND WORLDMINDEDNESS IN STUDENTS' ATTITUDE AND SATISFACTION WITH A MULTICULTURAL LEARNING ACTIVITY

J. Marti-Parreño1, C. Chen2, E. McDaniel1, E. Giménez-Fita1

1Universidad Europea de Valencia (SPAIN)
2Appalachian State University (UNITED STATES)
Both globalization and increasing multiculturalism in the classrooms make it necessary to pay more attention to a better understanding of key factors affecting students’ attitude and satisfaction with multicultural learning activities. This research was developed within the context of an international learning activity in which thirty-two students from 10 European countries -Austria, Belgium, Bulgaria, Finland, France, Germany, Latvia, Spain, The Netherlands, and the United Kingdom- participated during a whole week in an international marketing activity. Students worked in multicultural groups to develop an international marketing plan. The effect of ethnocentrism and worldmindedness on students’ attitude and satisfaction with the learning activity were analyzed. The research model and hypotheses were tested using SmartPLS. Results suggest that worldmindedness has a direct and significant influence on students’ attitude towards team work in multicultural groups. Based on our results we provide some useful implications to be used when working within a multicultural context in the classroom.