Regulatory goals in a globalized world

Abstract This research examines the impact of a salient global (or local) identity on individual's regulatory goals. Specifically, we show that when people's identity as a global citizen is salient, they are more likely to focus on promotion goals; whereas when their identity as a local citizen is salient, they are more likely to focus on prevention goals. We further show that this arises because people are likely to adopt a more abstract or higher level (vs. concrete or lower level) construal when their global (local) identity is salient. Evidence from three studies supports this central proposition.