Cultural Meanings of Brands and Consumption: A Window into the Cultural Psychology of Globalization

With globalization, the number of individuals with knowledge about multiple cultures is on the rise. This article illustrates how studying consumer reactions to brands that are loaded with cultural meanings can contribute to developing a cultural psychology of globalization. Our review demonstrates that brands can be considered cultural ‘products’– they are tangible, public representations of meanings and ideas shared in a culture. As such, incidental exposure to culturally symbolic brands can spontaneously evoke its attendant cultural meanings and trigger culturally appropriate behavioral decisions. Because globalization makes these brands readily available in diverse cultural contexts, consumer reactions to culturally symbolic brands often reflect people’s views about the cultural effects of globalization. Consumers would respond favorably to these brands when the associated cultural meanings reinforce the consumers’ cultural identity. In contrast, consumers would react negatively toward these brands when they are perceived to be a threat to the local culture. We identify the factors that promote one type of reaction over the other, and discuss how this line of research can further contribute to building a cultural psychology of globalization.     

Suicidal Intent/Life Satisfaction: Comparing the Life Stories of Older Women

The purpose of this paper is to examine the Maris hypothesis that some people have relevant biographies and life histories that predispose suicidal careers. Using a life history approach, this paper reports differing themes in the lives of two groups of older women recently relocated to a nursing home—those who are satisfied with their lives and those who are not. Twelve women were selected from a sample of 256 by their scores on a life satisfaction index or suicidal intent scale. Seventy-two hours of transcribed life histories were content-analyzed for dominant themes that contributed to either life satisfaction or suicidal intent. Strong overall themes emerged for both groups under the headings of childhood, families, role models, connectedness, confidantes, life involvement, death experience, and memories. However, the most important correlates to contribute to a suicidal career for ideators were dysfunctional families of origin, poor role models, a feeling of isolation, and a pessimistic outlook.