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      How Does Consumers’ Local or Global Identity Influence Price–Perceived Quality Associations? The Role of Perceived Quality Variance

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      Journal of Marketing

      SAGE Publications

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          Most cited references 31

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          Comparison processes in social judgment: mechanisms and consequences.

          This article proposes an informational perspective on comparison consequences in social judgment. It is argued that to understand the variable consequences of comparison, one has to examine what target knowledge is activated during the comparison process. These informational underpinnings are conceptualized in a selective accessibility model that distinguishes 2 fundamental comparison processes. Similarity testing selectively makes accessible knowledge indicating target-standard similarity, whereas dissimilarity testing selectively makes accessible knowledge indicating target-standard dissimilarity. These respective subsets of target knowledge build the basis for subsequent target evaluations, so that similarity testing typically leads to assimilation whereas dissimilarity testing typically leads to contrast. The model is proposed as a unifying conceptual framework that integrates diverse findings on comparison consequences in social judgment.
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            Levels of personal agency: Individual variation in action identification.

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              The psychology of globalization.

              The influence of globalization on psychological functioning is examined. First, descriptions of how globalization is occurring in various world regions are presented. Then the psychological consequences of globalization are described, with a focus on identity issues. Specifically, it is argued that most people worldwide now develop a bicultural identity that combines their local identity with an identity linked to the global culture; that identity confusion may be increasing among young people in non-Western cultures as a result of globalization; that some people join self-selected cultures to maintain an identity that is separate from the global culture; and that a period of emerging adulthood increasingly extends identity explorations beyond adolescence, through the mid- to late twenties.
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                Author and article information

                Journal
                Journal of Marketing
                Journal of Marketing
                SAGE Publications
                0022-2429
                1547-7185
                February 26 2019
                May 2019
                February 11 2019
                May 2019
                : 83
                : 3
                : 145-162
                Article
                10.1177/0022242918825269
                © 2019

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