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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

Global Identity — identification with global culture and values (Likert 1–7, strongly disagree to strongly agree)

• I feel that I am a citizen of the world.
• I identify more with the world community than with any one country.
• I see myself as a global citizen.
• I like to participate in international events and activities.

Local Identity — identification with local culture and community

• I am proud of my local culture and traditions.
• It is important to me to support local businesses and products.
• I feel a strong connection to my local community.
• I prefer to buy locally produced products.

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

Usage notes & scoring

Two subscale scores. The dimensions are relatively independent — strong local AND global identity can coexist. Identity priming experiments use this scale to activate either identity and examine downstream effects on brand preference and consumer behaviour.

Recommended companion scales

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.

Keywords