The Differential Effect of Local–Global Identity Among Males and Females: The Case of Price Sensitivity
Bibliographic record
Abstract
The authors examine how gender identity and local–global identity—two important consumer identities and segmentation bases—affect consumer price sensitivity. These identities may be associated with similar behavioral norms such that a female identity and a local identity are associated with the norms of small groups and intimate relationships, whereas a male identity and a global identity are associated with the norms of large groups and broad relationships. Thus, a female identity and a global (vs. local) identity, as is the case with a male identity and a local (vs. global) identity, results in identity incongruence (vs. congruence). The authors argue that identity incongruence depletes cognitive resources and induces affective processing, which in turn activates a sacrifice mindset and results in lower price sensitivity. Five studies with different research designs, divergent measures of key constructs, and diverse samples support the theories and identify boundary conditions of the focal relationship. The findings expand the literature on multiple consumer identities and price sensitivity and provide useful guidelines for global companies’ pricing strategies.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.010 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.002 |
| Scholarly communication | 0.002 | 0.001 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.004 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".