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The Effects of Local-Global Identity on Preference between Purchase versus Rent Decision: The Role of Settler-Traveler Mindset

11/07/2019 @ 4:00 pm - 5:00 pm


4:00 pm - 5:00 pm

Narayanan Janakiraman

University of Texas at Arlington



Four laboratory experiments and one field study consistently demonstrate that consumers high in local identity have a greater preference toward purchase decisions, whereas consumers high in global identity have a greater preference toward rent decisions. A key mechanism underlying these effects is the activation of settler-traveler mindset.


Seminarios ISCI – Management Science & Analytics

Jueves 11 de julio 2019

Desde las 16:15 a las 17:15 hrs

Sala de Consejo, Piso 4 Beauchef 851

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