The Impact Of Accessible Identities On The Evaluation Of Global Versus Local Products – Article Example

Impact of Accessible Identities on the Evaluation of Global versus Local Products This article aims to evaluate how consumers local or global identities affect their behavior when it comes to judging global products. A total of three studies were chosen for the purpose of this study. Based on these studies, the relatively newer concept of local-global identity and its relation to consumers choice of global or international products is evaluated. The study has shown that consumers who have activated global-local identity are more inclined towards liking global-local products and less willing to develop a liking for local-global products.
The social-identity theory is a proponent of the idea that people have a tendency to belong to some selected social groups and at the same time they tend to distinguish themselves from other groups. In line with this theory, study has shown that integrative dealing results in assimilative effects while differentiating processing may result in contrastive effects.
The term self-construal refer to the perception of people about being connected to other groups of people or their un-connectedness to others. They can either be of independent self-construal or inter-dependent self-construal. Those with independent self-construal perceive value uniqueness and being autonomous, whereas those with interdependent self-construal consider themselves to be a part of a larger group of people, and they value safety and harmony with other members of the group. In conformity with these concepts, the study has managed to support these concepts. Participants of the study evaluated brands favorably even under conditions of low brand commitment if brands were consistent with their self-construals. The study concludes that, with the progress of globalization, the construct of local-global identity is likely to grow enormously.
1 – While the concepts of local-identity and global-identity are well established, why has the concept of local-global identity emerged only recently?
2 - Countries which were colonized by western powers in the past were exposed to foreign brands hundreds of years ago. What can be the possible difference between the local-global identities of such countries as compared to those which never had any foreign influences in their history?
3 – Which factors can possibly alter or modify the self-construal patterns of a given population?