Please wait a minute...
Acta Psychologica Sinica    2018, Vol. 50 Issue (12) : 1438-1448     DOI: 10.3724/SP.J.1041.2018.01438
Reports of Empirical Studies |
The influence of interpretation frame on the evaluation of culturally mixed products: The moderating effect of comparison focus and interpretation strategy
NIE Chunyan1,WANG Tao2(),ZHAO Peng2,CUI Nan2
1 School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China
2 Research Center For Organizational Marketing of Wuhan University, Wuhan 430072, China
Download: PDF(498 KB)   HTML Review File (1 KB) 
Export: BibTeX | EndNote | Reference Manager | ProCite | RefWorks     Supporting Info
Guide   
Abstract  

Culturally mixed products are products in which cultural symbols from two or more countries are presented simultaneously. This perception promotes categorical perceptions of culture and draws attention to cultural differences, which in turn enhances the perceived incompatibility of the two cultures. This perception, when coupled with a situation-induced cultural defense mindset, can lead to exclusionary reactions for culturally mixed products. The articles in the present special issue studied four major features of culturally mixed products: (a) the involvement of in-group culture, (b) the extent of mixing between cultures, (c) the level of cultural symbolism, and (d) the direction of cultural influence, all of which lack the perspective of marketing communication to discuss how to weaken consumers’ exclusionary reactions for culture mixing stimuli. From the perspective of enterprises’ marketing communication, this study explored how the bicultural framing strategy (“foreign-culture home-culture” vs. “home-culture foreign-culture”) influence consumers’ culturally mixed products evaluation, and further examined the moderating effect of comparison focus and interpretation strategy.

This study used two main experiments to test the hypothesis. Experiment 1 sought evidence of how people evaluate culturally mixed products under a different framing strategy and how they evaluate the moderating effect of comparison focus. A total of 279 undergraduate students from a university in central China participated in experiment 1. Participants were randomly assigned to six conditions in a 2 (bicultural framing) × 3 (comparison focus) between-subjects design. The participants were informed to participate in two unrelated studies. First, they were told to participate in an “observation and comprehension study”, which functioned to serve its real purpose of manipulating the comparison focus. Then, the second study was a “new product survey”, in which the participants were asked to assess a new American-designed product entering the Chinese market. Experiment 1 used a culturally mixed product made up of moon-cake (Chinese culture) and hamburger (Western culture). In the “foreign-culture home-culture” strategy condition, the product is titled “Hamburger moon-cake”. In the condition of “home-culture foreign-culture” strategy, the title is “Moon-cake hamburger”. The objective of experiment 2 was to examine the moderating effect of interpretation strategy. A total of 177 undergraduate students participated in the “new product survey”. The participants were randomly assigned to four conditions in a 2 (bicultural framing) × 2 (interpretation strategy) between-subjects design. Experiment 2 used a culturally mixed product made up of paper-cutting (Chinese culture) and Mickey Mouse (Western culture).

The results of experiment 1 showed a significant effect of bicultural framing strategy on the evaluation of culturally mixed products (F(1,273) = 24.08, p < 0.001) as well as a significant interaction of bicultural framing strategy and comparison focus (F(2,273) = 7.19, p < 0.01). In the difference comparison group, when culturally mixed products adopted the “foreign-culture home-culture” (i.e., “Hamburger moon-cake”) strategy, it led to a less favorable evaluation relative to the “home-culture foreign-culture” (i.e., “Moon-cake hamburger”) strategy (MMoon-cake hamburger = 5.45, SD = 1.64 vs. MHamburger moon-cake = 3.97, SD = 1.61, t(91) = 4.39, p < 0.001, Cohen’s d = 0.92). However, in the similarity comparison group, the product evaluations did not differ significantly between the two framing strategy conditions (M Moon-cake hamburger = 4.71, SD = 1.61 vs. M Hamburger moon-cake = 4.80, SD = 1.57, t(90) = -0.27, p = 0.78). This study also found that the effect of bicultural framing strategy on culturally mixed products was fully mediated by perceived cultural intrusion. The results of experiment 2 showed a significant interaction between bicultural framing strategy and interpretation strategy (F(1,173) = 8.81, p < 0.01). When the enterprises adopted the property interpretations, the product evaluation in the “foreign-culture home-culture” condition was lower than that in the “home-culture foreign-culture” condition (MPaper-cut Mickey Mouse = 6.63, SD = 1.78, vs. MMickey Mouse paper-cut = 4.96, SD = 1.81, t(84) = 4.28, p < 0.001, Cohen’s d = 0.93). However, when the enterprises adopted the relational interpretations, the product evaluations did not differ significantly between the two framing strategy conditions (MPaper-cut Mickey Mouse = 5.80, SD = 1.83, vs. MMickey Mouse paper-cut = 5.77, SD = 1.85, t(89) = 0.09, p = 0.93).

Our research contributes to the existing literature on culturally mixed products. Though previous research on culturally mixed products is mostly from the consumers’ perspective and the product design perspective, it lacks work from the perspective of marketing communication that discusses how to improve the consumers’ product evaluation. Our research, through exploring the influence of the bicultural framing strategy on the evaluation of culturally mixed products, opens up a new perspective to study the phenomena of culture mixing. We also found boundary conditions for the effect of bicultural framing strategy. The different bicultural framing effects only exist when the consumers focus on differences and when the enterprises adopt property interpretations. When the consumers focus on similarities and when the enterprises adopt relational interpretations, this effect disappears. Furthermore, our research tells the companies that a “home-culture foreign-culture” strategy will be an effective way to form a positive evaluation on culturally mixed products.

Keywords culture mixing      cultural intrusion      framing strategy      comparison focus      interpretation strategy     
ZTFLH:  B849: F713.55  
Issue Date: 30 October 2018
Service
E-mail this article
E-mail Alert
RSS
Articles by authors
NIE Chunyan
WANG Tao
ZHAO Peng
CUI Nan
Cite this article:   
NIE Chunyan,WANG Tao,ZHAO Peng, et al. The influence of interpretation frame on the evaluation of culturally mixed products: The moderating effect of comparison focus and interpretation strategy[J]. Acta Psychologica Sinica, 2018, 50(12): 1438-1448.
URL:  
http://journal.psych.ac.cn/xlxb/EN/10.3724/SP.J.1041.2018.01438     OR     http://journal.psych.ac.cn/xlxb/EN/Y2018/V50/I12/1438
  
  
  
  
  
1 Cheng C.-Y., &Leung , A. K.-Y . ( 2012). Revisiting the Multicultural experience-creativity link: The effects of perceived cultural distance and comparison mind-set. Social Psychological and Personality Science, 4( 4), 475-482.
url: http://psycnet.apa.org/record/2013-19597-012
2 Cheng C.-Y., Leung A. K.-Y., & Wu T.-Y . ( 2011). Going beyond the multicultural experience-creativity link: The mediating role of emotions. Journal of Social Issues, 67( 4), 806-824.
url: http://onlinelibrary.wiley.com/doi/10.1111/j.1540-4560.2011.01729.x/full
3 Cheng Y.Y . ( 2010). Social psychology of globalization: joint activation of cultures and reactions to foreign cultural influence (Unpublished doctorial dissertation). University of Illinois at Urbana-Champaign.
4 Cheon B. K., Christopoulos G. I., & Hong Y.-Y . ( 2016). Disgust associated with culture mixing: Why and who? Journal of Cross-Cultural Psychology, 47( 10), 1268-1285.
5 Chiu C-Y., Gries P., Torelli C. J., & Cheng, S. Y. Y.., ., ( 2011). Toward a social psychology of globalization. Journal of Social Issues, 67( 4), 663-676.
url: http://onlinelibrary.wiley.com/doi/10.1111/j.1540-4560.2011.01721.x/full
6 Chiu C-Y., Mallorie L., Keh H. T..,& Law W., ., ( 2009). Perceptions of culture in multicultural space: Joint presentation of images from two cultures increases in- group attribution of culture-typical characteristics. Journal of Cross-Cultural Psychology, 40( 2), 282-300.
url: http://psycnet.apa.org/record/2009-04540-008
7 Cui N., Xu L., Wang T., Qualls W., & Hu Y. H . ( 2016). How does framing strategy affect evaluation of culturally mixed products? The self-other asymmetry effect. Journal of Cross-Cultural Psychology, 47( 10), 1307-1320.
8 Fu J. H-Y., Zhang Z-X., Li F. J., & Leung Y. K . ( 2016). Opening the mind: Effect of culture mixing on acceptance of organizational change. Journal of Cross-Cultural Psychology, 47( 10), 1361-1372.
9 Homer P.M., &Yoon S-G. , ( 1992). Message framing and the interrelationships among ad-based feelings, affect and cognition. Journal of Advertising, 21( 1), 19-33.
url: http://www.jstor.org/stable/4188822
10 Kashima E. S., Halloran M., Yuki M., & Kashima Y . ( 2004). The effects of personal and collective mortality salience on individualism: Comparing Australians and Japanese with higher and lover self-esteem. Journal of Experimental Social Psychology, 40( 3), 384-392.
url: http://www.sciencedirect.com/science/article/pii/S0022103103001355
11 Keersmaecker J. D., van Assche J., & Roets A . ( 2016). Need for closure effects on affective and cognitive responses to culture fusion. Journal of Cross-Cultural Psychology, 47( 10), 1294-1306.
12 Keh H. T., Torelli C. J., Chiu C-Y., & Hao J . ( 2016). Integrative responses to culture mixing in brand name translations: The roles of product self-expressiveness and self-relevance of values among bicultural Chinese consumers. Journal of Cross-Cultural Psychology, 47( 10), 1345-1360.
13 , Leung A.K-Y., &Chiu C-Y. , ( 2010). Multicultural experience, idea receptiveness, and creativity. Journal of Cross- Cultural Psychology, 41( 5-6), 723-741.
url: http://psycnet.apa.org/record/2010-17609-007
14 Li D. M., Kreuzbauer R.& Chiu C-Y., , ( 2013) . Globalization and exclusionary responses to foreign brands. In S. Ng & Lee. A. Y. Angela (Eds.), Handbook of culture and consumer behavior (pp. 203-232). New York, NY: Oxford University Press.
15 Morris M., Mok A., &Mor S. , ( 2011). Cultural identity threat: the role of cultural identifications in moderating closure responses to foreign cultural inflow. Journal of Social Issues, 67( 4), 760-773.
url: http://onlinelibrary.wiley.com/doi/10.1111/j.1540-4560.2011.01726.x/full
16 [ 彭璐珞, 赵娜 . ( 2015). 文化混搭的动理:混搭的反应方式、影响因素、心理后果及动态过程. 中国社会心理学评论, ( 9), 19-62.]
url: 年度引用
17 , , Mussweiler T., &Damisch L. , ( 2008). Going back to Donald: How comparisons shape judgmental priming effects. Journal of Personality and Social Psychology, 95( 6), 1295-1315.
pmid: 19025284 url: http://med.wanfangdata.com.cn/Paper/Detail/PeriodicalPaper_PM19025284
18 Peng L., &Xie T. , ( 2016). Making similarity versus difference comparison affects perceptions after bicultural exposure and consumer reactions to culturally mixed products. Journal of Cross-Cultural Psychology, 47( 10), 1380-1394.
19 Pronin E., Kruger J., Savtisky K., & Ross L . ( 2001). You don’t know me, but I know you: The illusion of asymmetric insight. Journal of Personality and Social Psychology, 81( 4), 639-656.
pmid: 11642351 url: http://med.wanfangdata.com.cn/Paper/Detail/PeriodicalPaper_PM11642351
20 Rajagopal P. &Burnkrant R.E, . ( 2009). Consumer evaluations of hybrid products. Journal of Consumer Research, 36( 2), 232-241.
url: http://www.jstor.org/stable/10.1086/596721
21 Shavitt S., Swan S., Lowrey T. M., & W?nke M . ( 1994). The interaction of endorser attractiveness and involvement in persuasion depends on the goal that guides message processing. Journal of Consumer Psychology, 3( 2), 137-162.
url: http://onlinelibrary.wiley.com/doi/10.1016/S1057-7408(08)80002-2/pdf
22 Shi Y. Y., Shi J., Luo Y. L. L., & Cai H. J . ( 2016). Understanding exclusionary reactions toward a foreign culture: The influence of intrusive cultural mixing on implicit intergroup bias. Journal of Cross-Cultural Psychology, 47( 10), 1335-1344.
23 , , Sujan M.., &Bettman J.R, . ( 1989). The effects of brand positioning strategies on consumers’ brand and category perceptions: some insights from schema research. Journal of Marketing Research, 26( 4), 454-467.
url: http://www.jstor.org/stable/3172765
24 Torelli C. J., Chiu C-Y., Tam K-P., Au A. K. C., & Keh H. T . ( 2011). Exclusionary reactions to foreign cultures: Effects of simultaneous exposure to cultures in globalized space. Journal of Social Issues, 67( 4), 716-742.
url: http://onlinelibrary.wiley.com/doi/10.1111/j.1540-4560.2011.01724.x/full
25 Wan C., Chiu C-Y., Tam K-P., Lee S-L., Lau I. Y-M., & Peng S. Q . ( 2007). Perceived cultural importance and actual self-importance of values in cultural identification. Journal of Personality and Social Psychology, 92( 2), 337-354.
pmid: 17279853 url: http://europepmc.org/abstract/MED/17279853
26 Wan C., Torelli C. J., & Chiu C. Y . ( 2010). Intersubjective consensus and the maintenance of normative shared reality. Social Cognition, 28( 3), 422-446.
url: http://psycnet.apa.org/record/2010-12864-009
27 Wisniewski E.J . ( 1996). Construal and similarity in conceptual combination. Journal of Memory and Language, 35( 3), 434-453.
url: http://www.sciencedirect.com/science/article/pii/S0749596X96900248
28 , Wisniewski E.J., &Love B.C, . ( 1998). Relations versus properties in conceptual combination. Journal of Memory and Language, 38( 2), 177-202.
url: http://www.sciencedirect.com/science/article/pii/S0749596X9792550X
29 Yang D. Y-J., Chen X., Xu J., Preston J. L., & Chiu C-Y . ( 2016). Cultural symbolism and spatial separation: Some ways to deactivate exclusionary responses to culture mixing. Journal of Cross-Cultural Psychology, 47( 10), 1286-1293.
[1] Liu Ye,Fu Xiaolan. THE ROLE OF FEATURE TYPES IN CATEGORY EFFECT OF COMBINED CONCEPTS[J]. , 2005, 37(04): 450-457.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
Copyright © Acta Psychologica Sinica
Support by Beijing Magtech