When the Accessible Global Identity Leads to Unfavorable Evaluations of Global Products? the Roles of Consumers’ Lay Theory on Global and Local Cultures

Yinlong Zhang, UTSA, U.S.A
Yingyi Hong, Nanyang Technological University, Singapore
Through three studies, we showed that the accessible global identity lead to more favorable evaluations of global products when consumers viewed global and local cultures as compatible, but the accessible global identity lead to less favorable evaluations when consumers viewed the two cultures as conflicting with each other.
[ to cite ]:
Yinlong Zhang and Yingyi Hong (2012) ,"When the Accessible Global Identity Leads to Unfavorable Evaluations of Global Products? the Roles of Consumers’ Lay Theory on Global and Local Cultures", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 688-689.