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
摘要
<p id="C2">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 <p id="C2-1">This study used two main experiments to test the hypothesis. Experiment 1 sought evidence of how people evaluate culturally mixed products under a different framing strategy and how they evaluate the moderating effect of comparison focus. A total of 279 undergraduate students from a university in central China participated in experiment 1. Participants were randomly assigned to six conditions in a 2 (bicultural framing) × 3 (comparison focus) between-subjects design. The participants were informed to participate in two unrelated studies. First, they were told to participate in an “observation and comprehension study”, which functioned to serve its real purpose of manipulating the comparison focus. Then, the second study was a “new product survey”, in which the partici