Local–Global Identity Scale

What it measures

Measures the relative salience of global versus local consumer identity — the degree to which consumers identify as global citizens vs members of a local/national culture. Local identity priming increases preference for local brands; global identity priming increases preference for global brands. Widely used in glocal marketing, brand origin, and cultural identity effects research.

Representative items

• I think of myself as a global citizen. (Global)
• I feel a part of the global community. (Global)
• I am a part of my local community. (Local)
• I feel strongly attached to my hometown. (Local)

Citation

Zhang, Y., & Khare, A. (2009). The impact of accessible identities on the evaluation of global versus local products. Journal of Consumer Research, 36(3), 524–537.