Business Commons^™

How Does Global-Local Identity Impact Consumer Decision-Making, Xiaodong Nie

Marketing Dissertations

Globalization has exacerbated the birth of the sharing economy on a global scale, and it has made global–local identity essential in understanding consumer decisions. For example, an emerging literature has uncovered the effects of global–local identity on various consumer responses, including price sensitivity, preference for local/global products and brands, preference for eco-friendly products, and a tendency to use price as a signal of product quality. Extending the literature, this dissertation aims to advance the understandings of the effect of global-local identity on various consumer behavior. Specifically, in the first essay, consumers face the decision as to whether to choose a …