解释框架对文化混搭产品评价的影响——比较焦点和解释策略的调节效应

文化混搭产品因涉及到不同国家的文化符号的同时呈现, 可能导致母国文化的完整性与生命力受到威胁, 引发外国文化入侵母国文化的感知进而降低消费者的产品评价。本研究从文化混搭产品的营销传播视角出发, 基于前人的研究基础之上, 探讨了不同信息表述框架策略的采用会如何影响消费者的文化入侵感知进而影响他们对文化混搭产品的评价, 并重点探究了它可能存在的两个边界条件, 即消费者的比较焦点和企业的不同解释策略。两个实验的结果不仅再一次验证了前人所得出的研究结论, 即文化混搭产品采用“外国文化-母国文化”的框架策略时, 会使消费者产生外国文化改变了母国文化的感知, 导致消费者对产品的评价要显著低于采用“母国文化-外国文化”的框架策略, 其中感知文化入侵起着完全中介的作用。更重要的是, 深入揭示出上述的这种不同文化混搭框架效应只有在启动的是消费者的差异性聚焦以及企业采用的是属性解释策略时才存在, 而当启动的是消费者的相似性聚焦以及企业采用关系解释策略时, 这一效应将会消失。本研究不仅深入剖析出了引发消费者对文化混搭现象产生排斥性反应的内在机理, 拓展了前人研究结论的普适性, 也为企业的文化混搭产品的营销推广提供了有用的实践启示。

The influence of interpretation frame on the evaluation of culturally mixed products: The moderating effect of comparison focus and interpretation strategy

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