Local Consumer Self-Identity

What it measures

Assesses the degree to which a consumer identifies primarily with their local community, its traditions, and its events, rather than with a global or cosmopolitan identity. This four-item version represents a shortened adaptation of earlier local identity scales developed by Zhang and Khare (2008, 2009), validated with evidence of internal consistency, test-retest stability, and convergent and discriminant validity. Used by Lin and Wang (2016) in a Taiwanese context to examine code-switching in advertising. A companion global self-identity scale exists as part of the full 8-item local-global identity battery.

Response format

Likert-type scale

Scale items

• My heart mostly belongs to my local community.
• I respect my local traditions.
• I identify that I am a local citizen.
• I care about knowing local events.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Part of an 8-item local–global identity battery; companion global self-identity subscale also available. Both scales should be used together when examining local vs. global identity as competing orientations. Original scale: Zhang & Khare (2009), Journal of Consumer Research, 36(3), 524–537.

Recommended companion scales

Citation

Tu, L., Khare, A., & Zhang, Y. (2012). A short 8-item scale for measuring consumers' local-global identity. International Journal of Research in Marketing, 29(1), 35–42.

Keywords