Activating Culture Through Persuasion Appeals: An Examination of the Bicultural Consumer |
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| Authors: | Loraine G. Lau‐Gesk |
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| Affiliation: | 1. Department of Immunology, Genetics and Pathology, Uppsala University, Uppsala, Sweden;2. Department of Clinical Pathology and Cytology, Uppsala University Hospital, Uppsala, Sweden;3. Institution of Pharmacology and Clinical Neuroscience, Section of Neurology, Umeå University, Umeå, Sweden;4. Department of Pathology, The Sahlgrenska Academy at the University of Gothenburg, Gothenburg, Sweden;5. Myology Institute, Neuromuscular Morphology Unit, Groupe Hospitalier Universitaire La Pitié-Salpétriére, Sorbonne Universités UPMC Univ, Paris 06, Paris, France;1. Department of Political Science, University of Roma Tre, Italy;2. School of Economics, The University of Queensland, Australia;1. Ottawa-Carleton Geoscience Centre, Department of Earth Sciences, Carleton University, Ottawa, Ontario K1S 5B6, Canada;2. School of Earth and Ocean Sciences, University of Victoria, PO Box 1700 STN CSC, Victoria, British Colombia V8W 2Y2, Canada |
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| Abstract: | In this research, I examined how biculturals, or individuals who have been equally influenced by an East Asian and Western cultural orientation, respond to various types of persuasion appeals that promote values unique to a particular culture. In the first experiment, I found that biculturals, relative to monoculturals, tend to react favorably toward both individually and interpersonally focused appeals due to their having 2 equally developed and accessible cultural dispositions. In the second experiment, I identified boundary conditions under which having relatively equal access to both cultural dispositions leads to favorable responses. Results indicate that biculturals who tend to compartmentalize each culture react less favorably toward appeals that are both individually and interpersonally focused than biculturals who tend to integrate the 2 cultures. In other words, the former type of bicultural prefers appeals that activate one cultural disposition, whereas the latter type of bicultural favors appeals that activate both cultural dispositions. These findings are discussed in light of the growing trend toward multiculturalism and the increasing need for researchers to understand the impact of this trend on various consumer behavior issues. |
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