Quantum mechanics

Voltage

Negotiation

Engineering

Philosophy

Originality

Humanity

Computer science

Business

Qualitative research

Physics

Identity (music)

Aesthetics

Advertising

Political science

Cultural identity

Value (mathematics)

Humanism

Consumer Culture

Sociology

Consumption (sociology)

Reactance

Machine learning

Electrical engineering

Social science

International Marketing Review

Purpose The purpose of this paper is to reflect on the review paper by Strizhakova and Coulter (“Consumer cultural identity: local and global cultural identities and measurement implications”) and offer several observations that extend the discussion into new territory. Design/methodology/approach A short essay. Findings The authors pinpoint a lack of research attention within the global consumer culture literature into a manifestation of global identity that can be termed “humanistic global identity.” Originality/value The paper contends that the reactance (conflict) Strizhakova and Coulter point to, which may occur between global and local identity and culture, is more likely in a culture and consumption domain than in a “shared-humanity” domain.

Comment on “Consumer cultural identity…”: global citizenship and reactance