The impact of consumer's local-global identity on the evaluation of global versus local product

Abstract

This study examines the effect of consumers’ local-global identity (chronical and temporary identity) on the evaluation of global products versus local products. Through two studies, the authors found that consumers with chronical local-global identity or temporary local-global identity tend to respond favorably to a product which consist with the salience or stimuli identity. Moreover, Study2 also found that consumers who perceive local and global identities as compatible (high bicultural identity integration BII) reinforce this effect, whereas consumers who perceive their identities as conflicting (low BII), this effect was reversed.

Keywords:

• Consumer’s Local-Global Identity
• Product evaluation
• Bicultural identity integration (BII)