Think global, buy local! The science of identity shopping
8 Apr 2021
Think global, buy local! The science of identity shopping

In times of uncertainty, people often make purchases that reaffirm their identity – yet many ‘global citizens’ championed local firms during the pandemic. Canvas8 spoke to Sharon Ng of Nanyang Technological University to understand the impact of global-local identities on shopping habits.

Sharon Ng

Prof. Sharon Ng is a professor and head of the marketing division at Nanyang Business School, Nanyang Technological University. She studies how social influences, culture, and identity affect the way consumers think and their consumption behaviour. She teaches Asian branding in post-graduate programs and consults firms on international marketing and branding issues, particularly in the Asian Market. She is the co-editor of the Handbook of Culture and Consumer Behavior published by Oxford Press in 2015 and publishes regularly in the top journals in the field. She is also frequently quoted in the media on branding and consumption issues.

Precious Osoba

Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the hows and whys of people and culture, she has a background in social sciences and a degree in marketing. You can often find her in aesthetically pleasing restaurants writing articles for her Medium profile.