Think Global Or Local?: How Consumer Identity Affects Variety Seeking

We propose that a global (vs. local) identity enhances variety seeking through a sense of mistrust. Converging evidence for the effect of global-local identity on variety seeking is demonstrated in a field study and a lab study with a real choice, and three experiments.



Citation:

Minkyung Koo, Nadia Danienta, and Ashok K Lalwani (2019) ,"Think Global Or Local?: How Consumer Identity Affects Variety Seeking", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 702-702.

Authors

Minkyung Koo, University of Illinois at Urbana-Champaign, USA
Nadia Danienta, University of Illinois at Urbana-Champaign, USA
Ashok K Lalwani, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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