Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity
Abstract
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...
Paper Details
Title
Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity
Published Date
Jan 25, 2021
Volume
58
Issue
2
Pages
400 - 415
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