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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Upside of Incompetence: How Discounting Luxury Affects Retailer Price Image

Karen Wallach, Emory University, USA
Ryan Hamilton, Emory University, USA
morgan k ward, Emory University, USA

Read More

Featured

The Impact of Product Type on Disposal Intentions

MUSTAFA KARATAŞ, Koc University, Turkey
Rabia BAYER, Koc University, Turkey
Zeynep GURHAN-CANLI, Koc University, Turkey

Read More

Featured

Alternative “Facts”: The Effects of Narrative Processing on the Acceptance of Factual Information

Anne Hamby, Hofstra University
David Brinberg, Virginia Tech, USA

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.