A short 8-item scale for measuring consumers’ local–global identity

Tu, Lingjiang Lora; Khare, Adwait; Zhang, Yinlong

doi:10.1016/j.ijresmar.2011.07.003

Cited by 109 publications

(136 citation statements)

References 23 publications

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“…With a focus on seven countries with varying levels of economic development, we found that the majority of variance in consumer purchases of local (relative to global) brands (between 82% and 93% across product categories) and in local (relative to global) brand signaling functions (88% for quality and 96% for identity) is attributed to individual differences. Contributing to prior research on global consumer culture De Jong 2010, Tu, Khare, andZhang 2012), our findings emphasize that the consumer-level characteristics of age, gender, and consumer frequency of traveling abroad are important predictors of both quality and identity functions as well as purchases of local (relative to global) brands.…”

Section: Managerial Implicationssupporting

confidence: 76%

Drivers of Local Relative to Global Brand Purchases: A Contingency Approach

Strizhakova¹,

Coulter

2015

Journal of International Marketing

132

172

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Consumers around the world are choosing between local versus global brands in the marketplace. The authors draw on the dual-drivers theory of consumer choice and global consumer culture theory to offer a sociocultural-historical perspective on purchases of local (relative to global) brands. Their framework focuses on two local-global consumer values (ethnocentrism and global connectedness) and the identity-and quality-signaling functions of local (relative to global) brands. The authors argue for a contingency approach such that the effects of these local-global consumer values are moderated by country level of economic development and product category symbolism. This research uses consumer-level data (n = 2,197) and country-level data (from Euromonitor's Global Market Information Database) from seven countries (Australia, Brazil, China, India, Russia, the United Kingdom, and the United States). They find that purchases of local (relative to global) brands are predicated on local-global consumer values, mediated by perceptions of the identity function of local (relative to global) brands, and moderated by the country's level of economic development and product category symbolism.

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Section: Managerial Implicationssupporting

confidence: 76%

Drivers of Local Relative to Global Brand Purchases: A Contingency Approach

Strizhakova¹,

Coulter

2015

Journal of International Marketing

132

172

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“…In terms of the proximising strategy, this implies that the effectiveness of this strategy depends on how closely the entities being threatened by proximal climate change correspond to what people care about. That is, the more one is attached to a specific proximal place as a whole 60 , and the more this place includes natural elements 65,66 , symbolic meanings 64 , and people one cares about and identifies with 67,68 , the more likely one is to become concerned about and respond to a message that conveys a threat to these cherished things 63,64 . By contrast, people who do not relate in any way to a place being referred to will most likely remain unaffected by proximised messages.…”

Section: From Local Residents To Global Citizensmentioning

confidence: 99%

Psychological responses to the proximity of climate change

et al. 2015

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A frequent suggestion to increase individuals' willingness to take action on climate change and to support relevant policies is to highlight its proximal consequences, that is, consequences that are close in space and time. However, previous studies that have tested this proximising approach have not revealed the expected positive effects on individual action and support for addressing climate change. We present three lines of psychological reasoning that provide compelling arguments as to why highlighting proximal impacts of climate change might not be as effective a way to increase individual mitigation and adaptation efforts as is often assumed. Our contextualisation of the proximising approach within established psychological research suggests that, depending on the particular theoretical perspective one takes to this issue, and on specific individual characteristics suggested by these perspectives, proximising can bring about the intended positive effects, can have no (visible) effect, or can even backfire. Thus, the effects of proximising are much more complex than is commonly assumed. Revealing this complexity contributes to a refined theoretical understanding of the role psychological distance plays in the context of climate change and opens up further avenues for future research and for interventions. KeywordsPsychological distance, personal experience, place attachment, threat, risk perception, defensiveness, mitigation, adaptation 3 Research on public perceptions of climate change often shows that people, at least in Western countries, typically perceive climate change as a distant threat, as something that affects strangers, and as something that happens in remote times and places, rather than in the here and now [1][2][3][4][5][6][7] (for an exception, see ref. 8 ). This perception of climate change as a distant threat is problematic because it implies little personal relevance. Low levels of personal relevance in turn are problematic because individuals' perception of being personally at risk can be an important motivation to take action against the source of that risk 9-14 .Consistent with this analysis, it has repeatedly been suggested that highlighting the proximal consequences of climate change could be an important part of strategies to engage and mobilize publics around this issue 3,[15][16][17][18][19][20] . Although the assumed psychological mechanism of proximising is often not verbalised (see also ref. 21 , where the term is used to describe a discursive strategy in which the speaker presents physically and temporally distant events as close and directly relevant to the addressee), the rationale behind proximising climate change seems to be that this approach (a) decreases the psychological distance between the issue and individuals who could or should act 17,22 and, (b) makes the consequences of climate change easier to visualise 4,23 and more personally relevant 24,25 . Moreover, proximising climate change is believed to increase (emotional) concern 16,22,26,27 and the feeling o...

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“…The scale is intended to capture the extent of participants' local and global identities with eight items on a 7-point Likert scale (1 ¼ strongly disagree to 7 ¼ strongly agree; Tu, Khare, & Zhang, 2012). A local identity represents recognition of and interest in local traditions and communities (four items; e.g., "I care about knowing local events"; a Singapore ¼ .82, a Australia ¼ .74, a US ¼ .85), whereas a global identity reflects a positive belief in globalization and greater awareness of similarities shared across different communities (four items; e.g., "My heart mostly belongs to the whole world"; a Singapore ¼ .81, a Australia ¼ .81, a US ¼ .89).…”

Section: Localeglobal Identity Scalementioning

confidence: 99%

Being environmentally responsible: Cosmopolitan orientation predicts pro-environmental behaviors

Leung

Koh

Tam

2015

Journal of Environmental Psychology

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a b s t r a c tMuch research has examined individuals' values and beliefs as antecedents or correlates of proenvironmental behaviors (PEB). We approach this question from the novel perspective of individuals' cosmopolitan orientation (CO). We define CO as made up of three essential qualities. First, cultural openness captures individuals' receptiveness to immerse in and learn from other cultures. Second, global prosociality denotes a sense of collective moral obligation to universally respect and promote basic human rights. Third, respect for cultural diversity concerns high tolerance of and appreciation for cultural differences. Across two studies, we validated the Cosmopolitan Orientation Scale (COS) with theoretically related criterion measures across Singaporean, Australian, and American samples. Analyses showed good fit with a three-factor model. Next, we demonstrated the theoretical utility of CO, in particular the global prosociality subscale, in predicting PEB above and beyond pro-environmental worldview, motivation, and belief. We discussed the implications of studying cosmopolitanism on environmental psychology.

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A short 8-item scale for measuring consumers’ local–global identity

Cited by 109 publications

References 23 publications

Drivers of Local Relative to Global Brand Purchases: A Contingency Approach

Drivers of Local Relative to Global Brand Purchases: A Contingency Approach

Psychological responses to the proximity of climate change

Being environmentally responsible: Cosmopolitan orientation predicts pro-environmental behaviors

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