Local Versus Global: the Effect of Identity Salience on Impulsive Consumption

Four studies examine the effect of local-global identity on impulsive consumption, showing that consumers with an accessible local (vs. global) identity have a greater impulsive consumption tendency. 


Sijie Sun, Zhiyong Yang, and Ashok Lalwani (2021) ,"Local Versus Global: the Effect of Identity Salience on Impulsive Consumption", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 462-463.


Sijie Sun, University of Hawaii at Hilo
Zhiyong Yang, University of North Carolina at Greensboro
Ashok Lalwani, Kelley School of Business, Indiana University


NA - Advances in Consumer Research Volume 49 | 2021

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