How does Local-global Identity Impact Consumer Preference for Leisure over Work? The Perspective of Production Orientation

Pan et al finds that global-identity consumers prefer work over leisure, whereas the opposite is the case for local-identity consumers. This occurs because global-identity consumers tend to hold stronger productivity orientation, which promotes work-related over leisure-related activities. Framing l...

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Bibliographic Details
Published inAdvances in Consumer Research Vol. 50; pp. 185 - 186
Main Authors Pan, Yu, Gao, Huachao, Wang, Xiaoyu, Liu, Yamei
Format Conference Proceeding
LanguageEnglish
Published Urbana Association for Consumer Research 01.01.2022
Subjects
Consumer behavior
Leisure
Preferences
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Summary:Pan et al finds that global-identity consumers prefer work over leisure, whereas the opposite is the case for local-identity consumers. This occurs because global-identity consumers tend to hold stronger productivity orientation, which promotes work-related over leisure-related activities. Framing leisure as productivity-related reverse the proposed effect.
ISSN:0098-9258