崔楠、徐岚、汪涛、William Qualls、胡洋红:How Does Framing Strategy Affect Evaluation of Culturally Mixed Products
发布时间:2017-05-27 10:07:48  点击数:

  AbstractThe 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).

  Keywordsculturally mixed products (CMPs), culture mixing, bicultural exposure, self–other asymmetry,cultural psychology

  本文刊登于Journal of Cross-Cultural Psychology, 47(10),1307-1320.

  Journal of Cross-Cultural PsychologySSCI期刊,5年影响因子2.239,为武汉大学经济与管理学院B+类奖励期刊。

  附中文:

  【摘要】文化混搭产品(culturally mixed products)是一种在同一个产品中同时呈现两种或两种以上不同文化元素的现象,比如巧克力汤圆、好莱坞功夫熊猫电影。文章探讨了双文化框定战略对文化混搭产品评价的影响,基于两个实验,文章展示了在文化混搭产品评价中的自我-他人不对称效应。研究结果表明:

  (1)相对于以母国文化“修饰”外国文化的“母国文化—外国文化”框定战略而言,当企业采用以外国文化“修饰”母国文化的“外国文化—母国文化”框定战略来形容文化混搭产品时,消费者对文化混搭产品的评价更低。

  (2)消费者感知的文化入侵在框定战略对文化混搭产品评价的影响中起中介作用。具体而言,当人们感觉到自己母国的文化被外来文化所“修饰”时,人们更可能从文化入侵视角来理解文化混搭现象,而当人们用自己的文化去“修饰”外来文化时,人们却较少从文化入侵的视角来理解,从而产生了显著的自我—他人不对称效应。

  (3)本文的研究也表明,自我-他人不对称效应只是在人们依据动机来判断行为的时候才会发生。当人们将行为评判的重点放在事实上(而不是动机)时,消费者在评价文化混搭产品时的自我-他人不对称效应会被削弱。

  【关键词】文化混搭产品(CMPs),文化混搭,双文化呈现,自我-他人不对称

  效应,文化心理学