|Ph.D Student||Harush Raveh|
|Subject||Does Globalization Decrease (or Increase) the|
Differentiation among Cultural Groups? The Case
of Global Identity and Ingroup
|Department||Department of Industrial Engineering and Management||Supervisor||Professor Emeritus Miriam Erez|
|Full Thesis text|
This research is part of an effort to explore the combined effect of local and global identity on behavior, and to identify the structural interrelationship between global identity and local identity, as manifested in the individual’s identity type (local, global, glocal, or marginal). We examined the effects of global identity (GI) and local identity (LI) on behaviors in three different contexts: a) the global work environment, b) the global consumer environment, and c) donation to charitable organizations. In three studies participants first filled in identity questionnaires, and, after answering a series of unrelated questionnaires, were asked to make decisions on resource allocation and other related subjects. In Study 1a, 464 MBA students made decisions regarding bonus allocation between members of their local-national group and their global group, in a global company scenario. GLM analysis revealed that managers with a dominant global identity were biased against members of local teams. In Study 1b, 277 MBA students made decisions about offshoring from their country to reduce company costs. GLM analysis revealed that the decisions of managers with a dominant local identity were in favor of members of the local group. However, in both studies managers with equal levels of global and local identity made a more egalitarian allocation between the two potential recipients. In Study 2, 94 participants made personal brand preference decisions and allocation decisions to others according to those others’ preferences for brands (local/global). Regression analysis revealed that LI led to preference for local brands and to favoritism toward consumers of local brands. The LI effect of favoritism was fully mediated by personal brand preference. Both global and local identities were related to higher levels of willingness to cooperate with others who were perceived as global or local, respectively. In Study 3, 465 participants allocated money donated by the experimenter between local and international charity organizations. Regression analysis demonstrated that GI led to favoritism toward international organizations and LI led to favoritism toward local organizations. This study demonstrates how local and global identities, and in particular each one of the four identity types, influence allocation behaviors in different contexts, suggesting that GI and LI are distinct cultural identities, and that GI is not a superordinate identity. The theoretical and practical implications suggest that individuals with balanced identities (glocal and marginal) will be less biased in their behavior in different global contexts.