The effect of global–local identity on consumer preference for work over leisure: The role of productivity orientation

Consumers frequently forgo leisure in favor of work. However, although work has many benefits, long hours of work and lack of leisure tend to reduce consumers’ happiness, life satisfaction, and quality of life. Why, then, do consumers desire work over leisure? We propose that global–local identity plays an important role. Three studies demonstrate that global and local identities shape how consumers allocate time between work and leisure. Specifically, a global (vs local) identity increases a productivity orientation, which in turn increases time spent on work and decreases time spent on leisure. The findings further advance our understanding of how consumers allocate time to work and leisure, the impact of global–local identity, and the role of a productivity orientation in consumer choice. They also have implications for the enhancement of the desire for leisure and the marketing of work and leisure activities.