ISSN 0439-755X
CN 11-1911/B

Acta Psychologica Sinica ›› 2023, Vol. 55 ›› Issue (9): 1542-1557.doi: 10.3724/SP.J.1041.2023.01542

• Reports of Empirical Studies • Previous Articles     Next Articles

The effect of product traditional cultural load on brand status: Evidence from young consumers*

YU Wenhuan1, HE Lin1,2, FU Yu1, LIU Tao2,3   

  1. 1School of Management, Zhejiang University, Hangzhou 310058, China
    2School of Management, Shanghai University, Shanghai 200444, China
    3School of Health, Fujian Medical University, Fuzhou 350122, China
  • Received:2022-06-08 Published:2023-09-25 Online:2023-06-09
  • Supported by:
    * The research was supported by the National Social Science Foundation(19BGL105)


Four behavioral studies and one brain imaging study consistently confirmed that increasing the traditional cultural load of a product can enhance consumers’ perceived brand status of the product. Giving products more traditional cultural content can activate consumers’ social cognitive brain areas and reward brain areas, and enhance consumers’ perceived social value of the product, which in turn affects their perceived brand status evaluation of the product. Product type moderates the effect of traditional cultural load on brand status. The empowering effect of traditional cultural load on brand status is more applicable to utilitarian products, and the effect on the brand status of hedonic products is not significant. This research expands the scope of cultural marketing research and reveals the cognitive neural mechanism of Chinese traditional culture empowerment on brand status. Also, it has important practical implications for the use of Chinese traditional culture in brand status management of utilitarian products.

Key words: traditional culture, product type, perceived social value, brand status