Business

Consumer acceptance of different types of cultural borrowing and its internal mechanisms

Y. Zhang, Z. Dai, et al.

This intriguing research by Yu-dong Zhang, Zhang-yuan Dai, Hui-long Zhang, Jia-qin Xie, and Wen-qing Hu delves into how consumers react to cultural borrowing across regions. Discover how perceptions of cultural threat impact acceptance of various borrowing types, revealed through five extensive experiments involving over 1000 participants.

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Playback language: English

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Abstract

This research investigates consumer acceptance of cultural borrowing in cross-regional interactions, categorizing borrowing into strong-to-weak, equal, and weak-to-strong types based on the relative cultural status of involved subjects. Five experiments (over 1000 subjects) reveal that different types of borrowing evoke varying degrees of perceived cultural threat, thus influencing acceptance. Moderating factors, including incongruent use, reality of presentation, subject positioning, and relationship identity, significantly affect both perceived threat and acceptance. The study reveals the differentiated impacts and mechanisms of cultural borrowing on consumer responses.

Publisher

Humanities & Social Sciences Communications

Published On

Aug 22, 2024

Authors

Yu-dong Zhang, Zhang-yuan Dai, Hui-long Zhang, Jia-qin Xie, Wen-qing Hu

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