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Differential Effects Of Local Identity And Global Identity On Two Important Aspects Of Consumer Behavior: Price-Quality Judgments And Creativity, Sijie Sun
Marketing Dissertations
Globalization has substantially influenced the world economy and also individuals. As a person with a cross-cultural background, it is fascinating to observe that different identities change individuals’ behavior. My dissertation focuses on cultural psychology and creativity with a specific focus on analyzing the effect of consumers’ local or global identity influences different aspects of consumer decision-making. In the first essay, consumers often rely on price to judge a product’s quality, especially when they do not have sufficient knowledge about attributes.However, how is such a tendency affected by consumers’ local-global identity, product type(e.g., services vs. goods; hedonic vs. utilitarian), and distribution …
The Influence Of Social Capital On Project Success Outcomes And The Moderating Role Of Project Complexity, Olajumoke A. Awe
The Influence Of Social Capital On Project Success Outcomes And The Moderating Role Of Project Complexity, Olajumoke A. Awe
Business Administration Dissertations
Social capital has been found to benefit projects and project teams in organizations. However, the research literature is unclear about the extent to which these benefits may be negatively impacted by project complexity. Based on an extensive review of the extant literature and an exploratory case study, testable hypotheses were generated. Using the survey methodology with 302 project managers as respondents, support was found for the hypothesis that knowledge management effectiveness mediates the relationship between bonding capital and project performance as well as between bridging capital and performance. In contrast, our results suggest that creativity does not mediate these relationships. …