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

Cultural borrowing, the selective imitation and application of cultural elements from another culture, is prevalent in various fields, including product creation and marketing. However, it can generate controversy, as seen in instances of perceived cultural appropriation. While prior research has discussed cultural borrowing's connotations and effects, there's a lack of clarity regarding its definition, typology, and underlying mechanisms. This study aims to address these gaps by defining cultural borrowing distinctly from cultural mixing and appropriation, proposing a typology based on the relative status of the borrowing and borrowed cultures (strong-to-weak, equal, weak-to-strong), and investigating the internal mechanisms driving consumer acceptance. The study uses cultural threat theory as its theoretical framework to examine how different types of cultural borrowing influence consumers' perceived threat and, consequently, their acceptance. The impact of several moderating variables on this relationship is also explored. The findings will contribute to a deeper theoretical understanding of cultural borrowing and provide practical guidance for cross-cultural product promotion and brand image management.

Existing literature primarily focuses on the descriptive aspects of cultural borrowing, often conflating it with cultural mixing or appropriation. Studies have examined cultural borrowing in the arts and literature, but a comprehensive understanding of its various forms and the mechanisms affecting consumer acceptance is lacking. Although some scholars acknowledge contextual differences in the outcomes of cultural borrowing, few have clearly articulated the influencing mechanisms. Most research analyses consumer behavior and attitudes without delving into the nuanced impacts and internal mechanisms of different types of cultural borrowing. This study bridges this gap by examining the distinct effects of varying types of cultural borrowing on consumer perceptions, drawing upon cultural threat theory to understand the underlying reasons for diverse consumer responses.

The study employs a multi-situation experimental method using five experiments. Experiment 1 verifies the differentiated impact of different borrowing types (strong-to-weak, equal, weak-to-strong) on consumer acceptance, highlighting the mediating role of perceived cultural threat. Experiments 2 and 4 examine the moderating effects of the degree of incongruent use and the degree of reality (virtual vs. real) in the presentation of borrowed culture on perceived cultural threat. Experiments 3 and 5 investigate the moderating roles of the borrowing subject's positioning (symbolic vs. functional) and the degree of relationship identity (identified vs. insensible) between the borrowing and borrowed cultural subjects on consumer acceptance. Participants were primarily Chinese students, selected using probability sampling methods. The experiments involved presenting textual and visual stimuli (Xiaolongbao in Experiment 1, and short videos in Experiments 2, 4, and 5) depicting various cultural borrowing scenarios. Measures included perceived cultural threat and cultural borrowing acceptance using Likert scales. Statistical analysis included ANOVA, regression analysis, and mediation analysis using PROCESS to test the hypotheses. Control variables accounted for factors like perceived anomie, perceived creativity, cultural identification, and hunger.

The results of the five experiments consistently support the hypotheses. Experiment 1 demonstrates that as the relative status of the borrowed culture increases (from weak-to-strong borrowing), perceived cultural threat decreases, leading to increased acceptance. Perceived cultural threat significantly mediates the relationship between the type of cultural borrowing and consumer acceptance. Experiment 2 and 4 reveal that incongruent use and real presentations of borrowed culture significantly heighten perceived cultural threat. Experiment 3 and 5 show that symbolic positioning of the borrowing subject and a lack of identified relationship between borrowing and borrowed cultures exacerbate perceived threat and reduce acceptance. Specifically, the effect of different types of cultural borrowing on perceived cultural threat is significantly moderated by the degree of incongruent use of borrowed culture (β = 1.000, t(239) = 10.507, p < 0.01). The effect of different types of cultural borrowing on perceived cultural threat is also significantly moderated by the degree of reality of the presentation of the borrowed culture (β = -0.350, t(239) = -6.749, p < 0.01).The impact of perceived cultural threat on cultural borrowing acceptance is significantly moderated by the positioning of the borrowing subjects (β = -0.202, t(239) = -2.685, p < 0.01) and the degree of identity in the relationship (β = -0.153, t(239) = -2.149, p = 0.033).

The findings confirm the significant role of perceived cultural threat in shaping consumer responses to cultural borrowing. The study's typology effectively captures the nuanced variations in consumer acceptance based on the relative status of involved cultures. The moderating effects highlight the critical role of contextual factors, such as the manner in which the borrowed culture is used and presented. These findings offer valuable insights into the complexities of cross-cultural marketing and the potential pitfalls of cultural borrowing. The results emphasize the importance of cultural sensitivity and respect in brand marketing strategies to avoid negative reactions. Companies should carefully consider the potential for perceived cultural threat and tailor their approach accordingly.

This research provides a nuanced understanding of consumer acceptance of cultural borrowing by establishing a typology based on relative cultural status and investigating the mediating role of perceived cultural threat. The study also highlights the importance of considering moderating factors such as incongruent use, reality of presentation, subject positioning, and relationship identity. Future research could explore the generalizability of these findings across various cultural contexts and product categories, considering factors like consumer involvement and cultural distance.

The study primarily focused on Chinese consumers, limiting the generalizability of the findings to other cultural contexts. The use of student samples might introduce selection bias. Future research could replicate the study with more diverse samples and explore additional moderating factors beyond those examined in this study.