How Does Framing Strategy Affect Evaluation of Culturally Mixed Products? The Self–Other Asymmetry Effect. (November 2016)

• Record Type: Journal Article
• Authors: Cui, Nan; Xu, Lan; Wang, Tao; Qualls, William; Hu, Yanghong
• Other Names: Hao Jia guest-editor.; Li Dongmei guest-editor.; Peng Luluo guest-editor.; Peng Siqing guest-editor.; Torelli Carlos J. guest-editor.
• Is Part Of: Journal of cross-cultural psychology. Volume 47:Number 10(2016)
• Page Start: 1307
• Page End: 1320
• Publication Date: 2016-11
• Subjects: culturally mixed products (CMPs) -- culture mixing -- bicultural exposure -- self–other asymmetry -- cultural psychology; Ethnopsychology -- Periodicals; 155.805
• DOI: 10.1177/0022022116670513
• Languages: English
• ISSNs: 0022-0221

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).