The Impact of Accessible Identities on the Evaluation of Global versus Local Products

By Yinlong Zhang, Adwait Khare. 2009

283 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/c40b214da734495bd0d6d75569e70e87fc9c73fb

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In Social Psychology

Citations in the corpus

Can Brands Move in from the Outside? How Moral Identity Enhances Out-Group Brand Attitudes (2013, methodology): “A 2 (brand group membership: ingroup vs. outgroup) X 2 (accessible identity: SI vs. MI) mixed design with brand group membership as a within-subjects factor was used. The experiment consisted of three parts; each presented as an unrelated study with a distinct cover story. First, following Escalas a”
A Review and Conceptual Framework for Understanding Personalized Matching Effects in Persuasion (2020, background): “For those induced to consider their accessible identities, noncredible (vs. credible) messages matched to those identities were less effective (Zhang & Khare, 2009).”
Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective (2012, background): “Self-verification theory (Swann 1983) evolved from other theories stressing the need to maintain self-consistency (e.g., Festinger 1957). According to Swann (1983), people seek to ensure the stability of, and even take action to defend, their identities.”
A short 8-item scale for measuring consumers’ local–global identity (2012, methodology): “The purpose of this longitudinal online study is to show that our proposed 8-item scale has reliability comparable to that of the 19item scale proposed by Zhang and Khare (2009). One hundred eighty one U.”
Inconsistencies in the behavioural effects of consumer ethnocentrism: The role of brand, product category and country of origin (2017, unknown): “Ethnocentric consumers tend to prefer global brands less because such brands are less accessible to and incongruent with their local identities (Swoboda et al. , 2012; Zhang and Khare, 2009).”
Identity-Based Consumer Behavior (2012, methodology): “For example, Zhang and Khare (2009) used a priming procedure to increase the accessibility of either a local consumer identity or a global consumer identity, and they were able in that way to produce differences in the subjects' expressed preferences for local and global brands.”