Local Versus Global: the Effect of Identity Salience on Creativity

Five studies examine the effect of local-global identity on creativity, showing that “locals” are more creative than “globals”, due to greater relationship focus. When relationship focus is externally induced, globals’ creativity increases, whereas locals’ creativity remains unchanged; when relationship focus is suppressed, locals’ creativity decreases, whereas globals’ creativity remains unchanged.


Ravi Mehta, Sijie Sun, Narayan Janakiraman, and Zhiyong Yang (2019) ,"Local Versus Global: the Effect of Identity Salience on Creativity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 770-771.


Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Sijie Sun, University of Hawaii, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Zhiyong Yang, University of North Carolina at Greensboro, USA


NA - Advances in Consumer Research Volume 47 | 2019

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