Through three studies, we investigated the impact of consumers’ global versus local identities on the evaluation of global products (products with the same specifications and packaging for consumers from around the world) versus local products (products with specifications and packaging tailored for local markets). The results show that consumers with an accessible global identity prefer a global (more than a local) product and consumers with an accessible local identity prefer a local (more than a global) product. Of note, this effect was reversed, either by an explicit instruction about accessible identities being nondiagnostic (study 1) or implicitly by inducing a differentiative (vs. integrative) processing mode (study 2).

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Based on literatures in cognitive resource conservation and contextual cue consistency, we study two types of habits-carryover and baseline-in the consumption of food nutrients. Carryover habit obtains when the level of a nutrient consumed in preceding meals influences its consumption in the current meal. Baseline habit obtains when a nutrient's consumption systematically differs across meals. We test our hypotheses via a hierarchical linear model using a food consumption diary panel. Findings support our carryover habit and baseline habit dichotomy, as well as our predictions that carryover habit is stronger at breakfast and that within-meal carryover effects are stronger than across-meal carryover effects. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..