目前，世界范围内呈现出全球化和去全球化两股力量交错发展的态势，不仅体现在经济、政治和技术等各个方面，也在心理层面上对人们产生了深远影响，改变了其体验、行为乃至身份认同。然而，关于消费者在全球化世界中的身份认同及其引发的深层次心理机制和广泛行为后果，管理者和研究者仍知之甚少。本研究首次将全球–本土认同构念区分成消费文化、公民社群和整合等三种概念界定视角，构建了关于全球–本土认同的整合性理论框架，并通过对理论基础、测量操纵和研究现状的阐述，揭示了不同界定视角下全球–本土认同构念的理论内涵差异。在此基础上，本研究分为两个研究单元，通过11项研究，对全球–本土认同影响品牌标识形状偏好和全球品牌购买意愿的效应机制分别展开实证研究，并为理论上识别的全球–本土认同的概念界定差异提供实际证据。在研究单元一中，本研究聚焦于整合视角下的概念界定，基于实体性理论和社会判断理论，提出了全球–本土认同影响品牌标识形状偏好的研究框架。研究结果表明，全球认同消费者比本土认同消费者的群体意识更弱，因而向他人表现道德温暖倾向的程度较低。因此，全球认同消费者更偏好圆形品牌标识，而本土认同消费者更偏好方形品牌标识。另外，消费者在道德温暖倾向和品牌标识形状偏好上的差异还受到自我建构和比较聚焦的影响。当相依型（vs.独立型）自我建构和相似性（vs. 差异性）聚焦被激活，全球–本土认同的影响效应会被削弱。在研究单元二中，本研究聚焦于消费文化和公民社群视角下的概念界定，基于自我分类理论和自我实现理论，提出了全球–本土认同影响全球品牌购买意愿的研究框架。结果表明，基于消费文化的全球认同提升消费者对自我提升价值观的重视程度，进而促进品牌社会声望的感知重要性、增强全球品牌购买意愿；相反地，基于公民社群的全球认同通过提升消费者对自我超越价值观的重视程度，促进品牌社会责任的感知重要性，最终提升全球品牌购买意愿；本土认同的作用则并不清晰。更重要地，研究单元二还探究了整合视角下的全球–本土认同在上述路径中的作用。结果表明，无论是评价自己还是他人，消费者关于全球认同的整体认识能进一步区分成基于消费文化的全球认同和基于公民社群的全球认同，而本土认同则不会体现该差异。此外，整合视角下的全球认同对不同价值观并不存在差异化影响。

At present, globalization and de-globalization trends have swept across the world, not only manifest in economic, political and technological aspects of the society, but also influencing profoundly on people’s psychological functions, changing their experience, behavior and even identity. However, managers and academics have a limited understanding of the deep psychological mechanism and extensive behavioral consequences associated with consumers’ identities in a globalized world. This research constructs an integrative theoretical framework for global–local identity, which can be conceptualized from three perspectives （i.e., consumption-and-culture, citizenship-and-community, and integrative）. With elaboration on theoretical basis, measurement and manipulation, as well as research results within each perspective, this research further reveals the conceptual divergence underlying global–local identity. Moreover, this research conducts two projects consisting of eleven studies to explore how global–local identity influences on consumers’ preference for shaped logos and purchase intention to global brands. Besides, it also aims to provide empirical evidence for the theoretically identified connotation differences underlying global–local identity.The first project focuses on global–local identity conceptualized from the integrative perspective. Based on theories on entitativity and social judgement, the project proposes a conceptual framework on global–local identity’s influence on consumers’ preference for shaped logos. It empirically reveals that consumers’ global （vs. local） identity leads to a weaker tendency to display moral warmth because it relates to more less awareness of “groupness”. As a result, global （vs. local） identity consumers have stronger preference for circular （relative to angular） shaped logos due to their willingness to show moral warmth. In addition, varying levels of tendency to display moral warmth and differences in shaped logo preference are affected by self-construal and comparison focus. Specifically, when interdependent （vs. independent） self-construal or similarity （vs. difference） focus is activated, the influence of global–local identity would be mitigated.The second project focuses on global–local identity conceptualized from perspectives of consumption-and-culture and citizenship-and-community. Based on theories on self-categorization and self-verification, the project proposes a conceptual framework on global–local identity’s influence on consumers’ purchase intention to global brands. It empirically reveals that global identity of consumption-and-culture promotes consumers’ perceived importance of self-enhancement values and brand social prestige, resulting in stronger purchase intention to global brands, while global identity of citizenship-and-community enhances consumers purchase intention to global brands by reinforcing perceived importance of self-transcendence values and brand social responsibility. The effects of local identity are not clear or consistent. More importantly, the second project also explores the effect of global–local identity in this mechanism. It further finds that both in self-description and evaluation of others, the conceptual divergence between consumption-and-culture and citizenship-and-community can be only obtained in peoples’ lay beliefs about global identity, but not about local identity. Moreover, global identity from the integrative perspective does not show differentiated influences on self-enhancement and self-transcendence values.