Exclusionary reactions to foreign cultures: Effects of simultaneous exposure to cultures in globalized space

Carlos J. Torelli, Chi Yue Chiu, Kim pong Tam, Al K.C. Au, Hean Tat Keh

Research output: Contribution to journalArticlepeer-review

69 Scopus citations

Abstract

In globalized economies, people often encounter symbols of dissimilar cultures simultaneously. Research on the psychological effects of simultaneous exposure to dissimilar cultures is therefore strategically located at the intersection of globalization, culture, and psychology. In seven experiments, we showed that exposure to a commercial product that embodies symbols of two dissimilar cultures can enhance perceptibility of cultural differences (Experiments 2, 5, and 6) and perceptions of cultural incompatibility (Experiment 1). Furthermore, following simultaneous exposure to two dissimilar cultures, individuals may display defensive responses to "cultural contamination" of an iconic cultural brand when mortality concerns are salient (Experiments 3, 4, and 7). Finally, although we obtained a robust bicultural exposure effect across experiments, thoughtful elaboration about cultural complexities can attenuate this effect and its attendant defensive responses to "cultural contamination" (Experiments 5-7).

Original languageEnglish (US)
Pages (from-to)716-742
Number of pages27
JournalJournal of Social Issues
Volume67
Issue number4
DOIs
StatePublished - Dec 1 2011

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