Search

This research demonstrates that under states of certainty, consumers with a relatively stronger global (local) identity prefer global (local) brands, whereas under states of uncertainty, consumers with a relatively stronger global (local) identity prefer local (global) brands. This effect occurs because uncertainty (certainty) activates a divergent (convergent) thinking style, which results in a preference for options that are more distant from (closer to) the identity to which consumers associate more strongly. The effect holds both when individuals’ global–local citizenship identity is measured and when it is manipulated. The research further establishes an important boundary condition for the effect. The effect holds in the citizenship identity context because people normally associate themselves with both local and global citizenship identities, and situational or dispositional factors only influence the degree to which they associate with each identity. The effect does not surface when individuals construe their local–global citizenship identities as interfering, meaning they conceive that holding one identity conflicts with holding the other.

This research tests the idea that a salient global identity positively affects people’s willingness to pay for environmentally friendly products. Results from a large-scale multi-nation survey ( N = 75,934) as well as two studies ( N = 322) conducted in Singapore supported this prediction. We found that participants with a more (vs. less) dominant global identity indicated greater support for environmentally friendly products and exhibited increased pro-environmental behavior. We further show that the effect is driven by a stronger feeling of personal responsibility toward the environment among individuals who possess a dominant global identity. Findings from this research suggest that the formation of stronger global identity, a psychological consequence of increasing globalization, can have an important impact on people’s pro-environmental behavior.

Human beings have always coveted beautiful objects, but the desire to look good is reaching new heights worldwide. Although the pursuit of beauty appears universal, industry evidence suggests that it is particularly strong in Asia. This research examines the effect of culture on the pursuit of beauty. Three studies provide converging evidence that interdependent self-construal increases the likelihood of using appearance-enhancing products. Study 1 operationalizes culture through nationality and self-construal and shows that Easterners (more interdependent) are more likely to use appearance-enhancing products than Westerners (less interdependent). This use is driven by interdependents’ tendency to conform to societal norms, which in turn leads to heightened self-discrepancy (Study 2). The use of appearance-enhancing tools helps minimize this discrepancy. Study 3 shows that strength of norms moderates the impact of interdependence on the use of appearance-enhancing tools. When norms are loosely defined and adherence is not strictly enforced, interdependents’ appearance enhancement tendency is reduced. This research offers actionable insights into the pursuit of beauty, marketing of beauty brands, policy making, and consumer well-being.

This research examines cross-cultural differences in brand dilution effects and the moderating role of motivation and extension typicality. Drawing from recent findings that indicate that culture affects the way people treat conflicting information, this research predicts that Easterners and Westerners react differently to failures by a brand extension. In contrast to previous findings that have suggested that failure in a typical extension leads to less brand dilution for Westerners when they are highly motivated (than when they are less motivated), this study argues that Easterners exhibit greater brand dilution when they are less motivated (than when they are highly motivated). The opposite pattern of results should emerge when the extension is atypical. Three studies provide support for these predictions and the underlying processes.

This research examines the impact of field dependency on the way people structure brand information in memory. The authors propose that a person's level of field dependency is an important determinant of the way information is stored in memory. Specifically, the authors argue that field independents are more likely to extract and integrate episodic information to form overall brand beliefs, while field dependents tend to store more detailed, episodic information in memory and are less likely to generalize information across product categories. The authors further propose that this effect is moderated by level of expertise and that such differences have important implications for how people evaluate marketing communications. The results from five studies support their propositions.