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.
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.
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