The Effects of Local-Global Identity on Preference Between Purchase Versus Rent Decision: the Role of Settler-Traveler Mindset

Four laboratory experiments and one field study consistently demonstrate that consumers high in local identity have a greater preference toward purchase decisions, whereas consumers high in global identity have a greater preference toward rent decisions. A key mechanism underlying these effects is the activation of settler-traveler mindset.



Citation:

Xiaodong Nie, Narayan Janakiraman, Zhiyong Yang, and Yinlong Zhang (2019) ,"The Effects of Local-Global Identity on Preference Between Purchase Versus Rent Decision: the Role of Settler-Traveler Mindset", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 788-789.

Authors

Xiaodong Nie, University of Texas at Arlington, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Zhiyong Yang, University of North Carolina at Greensboro, USA
Yinlong Zhang, University of Texas at San Antonio, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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