How Does Framing Strategy Affect Evaluation of Culturally Mixed Products? The Self–Other Asymmetry Effect

Abstract

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

The diversity of cultural diversity: Psychological consequences of different patterns of intercultural contact and mixing

“…This can range from simultaneous co‐presentation of distinct cultural elements (without actual contact between them) to actual overlap between them (superimposition), in which two cultural representations are occupying the same space or entity, yet maintain their distinct and identifiable characteristics (e.g., a McDonald's restaurant at the Great Wall of China) (Yang, Chen, Xu, Preston, & Chiu, ). The most complete and integrated form of culture mixing is reflected by culture fusion , in which features of distinct cultural representations are mixed together to create a new entity simultaneously possessing features of its different cultures of origin (Cheon, Christopoulos, & Hong, ; Cui, Xu, Wang, Qualls, & Hu, ). Possibly the most widely studied form of culture mixing to date has been simultaneous presentation, which also has been referred to as joint presentation, side‐by‐side presentation, or cultural co‐presence (Chen et al., ; Cheng, Leung, & Wu, ; Chiu et al., ; Morris, Mok, & Mor, ; Peng & Xie, ; Torelli, Chiu, Tam, Au, & Keh, ).…”

“…Other patterns of culture mixing more explicitly imply an intrusive presence or “invasion” of one culture by another, such as superimposition and fusion. Compared to less intrusive forms of culture mixing (e.g., simultaneous presentation), superimposition and fusion may risk predominantly more exclusionary reactions to culture mixing based on perceptions of symbolic threat and contamination of one's own culture by foreign or outgroup elements (Cheon et al., ; Cui et al., ; De Keersmaecker et al., ; Yang et al., ).…”

“…Although experimental research into the psychological responses to culture mixing (particularly culture fusion) may sometimes appear unnatural or to possess low ecological validity to present unambiguously mixed stimuli and maintain experimental control (Cheon et al., ; Cui et al., ; Yang et al., ), examples of cultural mixing abound in the real world. New languages that emerge based on the mixtures and fusion of originally distinct languages, such as Creole and pidgin languages, are one prominent example.…”

“…In one notable example, Cui et al. () demonstrated that culture fusion involving an American symbol (bald eagle) entering the space of a Chinese‐style product (Chinese porcelain plate) was evaluated more positively than was a Chinese symbol (dragon) entering the space of an Western‐style product (Western silver plate). Given that globalization and intercultural contact involve not only concerns regarding foreign cultural inflows, but also the spreading and adoption of aspects of one's own culture abroad, future research in cultural mixing would benefit from further investigations of this critical and ecologically pertinent boundary condition.…”

How Does Culture Matter in the Face of Globalization?

“…Consequently, cultural mixing may be tolerated and even encouraged when aspects of one’s own culture are perceived to be spreading and being adopted by other cultures, thereby bolstering the perceived legitimacy or relative status of one’s own worldview. Recent research has indeed demonstrated support for this pattern in the domain of culturally mixed consumer products (Cui, Xu, Wang, Qualls, & Hu, 2016). Similarly, status asymmetries between cultures that are being mixed may also play an important role.…”