Consumer’S Local-Global Identity and Price-Quality Associations

Three studies show that consumers’ degree of local identity, but not global identity, increases their price-quality associations. Perceived quality difference among the comparison objects is the key process underlying these effects. Therefore, product type (services vs. goods) influences the strengths of the relationship between local-global identity and price-quality associations.



Citation:

Zhiyong Yang, Sijie Sun, Ashok K Lalwani, and Narayan Janakiraman (2018) ,"Consumer’S Local-Global Identity and Price-Quality Associations", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 869-869.

Authors

Zhiyong Yang, University of North Carolina at Greensboro
Sijie Sun, University of Texas at Arlington
Ashok K Lalwani, Indiana University, USA
Narayan Janakiraman, University of Texas at Arlington



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Di$tance

Evan Polman, University of Wisconsin - Madison, USA
Sam J. Maglio, University of Toronto Scarborough

Read More

Featured

I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More

Featured

J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking

YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.