The Exception Effect: How Shopping Experiences With Local Status Brands Shapes Reactions to Culture-Mixed Products  

Oleh:

Kwan, Letty Y.-Y ; Li, Dongmei

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Cross-Cultural Psychology (http://journals.sagepub.com/home/jcca) vol. 47 no. 10 (Nov. 2016), page 1373-1379.
Topik: consumer behavior; cultural status; cultural identity; culture mixing

Isi artikel

Results from a field experiment conducted in Guangzhou, China, show that Chinese consumers react more negatively to culture-mixed products after shopping (vs. simply entering) in a high-status Chinese store (Exception). This effect was absent among Chinese consumers who shopped (vs. simply entered) in a high-status European store, a low-status European store, or a lower status Chinese store. The effect was also absent among Western shoppers. We argue that the Exception effect among Chinese consumers emerges due to heightened perceptions of the rising status of China—which might increase the positivity of Chinese identity and hence prompt a rejection of foreign cultural influences.

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