Regulatory goals in a globalized world†
Journal of Consumer Psychology · 2017 · Volume 27 · Issue 2
DOI: 10.1016/j.jcps.2016.08.003
Abstract
This research examines the impact of a salient global (or local) identity on individual's regulatory goals. Specifically, we show that when people's identity as a global citizen is salient, they are more likely to focus on promotion goals; whereas when their identity as a local citizen is salient, they are more likely to focus on prevention goals. We further show that this arises because people are likely to adopt a more abstract or higher level (vs. concrete or lower level) construal when their global (local) identity is salient. Evidence from three studies supports this central proposition.
Keywords
Globalization, Self-identity, Regulatory goals, Construal level
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