Nan Cui, Lan Xu, Tao Wang(Department of Marketing and Tourism Management)William Qualls, Yanghong Hu

Publication:

Journal of Cross-Cultural Psychology, 47(10),1307-1320.

Abstract:

The article examines the effect of bicultural framing strategy on the evaluation of culturallymixed products (CMPs). Across two experiments, wedemonstrate a self–other asymmetryeffect in the CMP evaluation. Specifically, we examine the “foreign-culture home-culture”strategy in which the foreign culture “modifies” the home culture. This phenomenon leadsto less favorable evaluation of CMPs relative to the “home-culture foreign-culture” strategyin which thehome culture “modifies” the foreign culture. Furthermore, the findings show that consumers’ perception of cultural intrusion mediates the effect of framing strategy onCMP evaluation. We also identify the boundary condition wherein the self–other asymmetry isattenuated when people focus their judgment on facts (as opposed to motivation).

【Keywords】culturally mixed products (CMPs), culture mixing, bicultural exposure, self–other asymmetry,cultural psychology