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.
AlterA. L.KwanV. S. Y. (2009). Cultural sharing in a global village: Evidence for extracultural cognition in European Americans. Journal of Personality and Social Psychology, 96, 742-760.
2.
BulmerS.Buchanan-OliverM. (2010). Experiences of brands and national identity. Australasian Marketing Journal, 18, 199-205.
3.
ChengY.-Y.ChaoM. M.KwongJ.PengS.ChenX.KashimaY.ChiuC.-y. (2010). The good old days and a better tomorrow: Historical representations and future imaginations of China during the 2008 Olympic Games. Asian Journal of Social Psychology, 13, 118-127.
4.
CheonB. K.ChristopoulosG. I.HongY.-y. (2016). Disgust associated with cultural mixing: Why and who?Journal of Cross-Cultural Psychology, 47, 1268-1285.
5.
ChiuC.-Y.GriesP.TorelliC. J.ChengS. Y.-Y. (2011). Toward a social psychology of globalization. Journal of Social Issues, 67, 663-676.
6.
ChiuC.-YKwanL. Y.-Y. (2016). Globalization and psychology. Current Opinion in Psychology, 8, 44-48.
7.
CliffordP.HeathA. F. (1993). The political consequences of social mobility. Journal of the Royal Statistical Society: Series A, 156, 51-61.
8.
HaoJ.LiD.PengL.PengS.TorelliC. J. (2016). Advancing our understanding of culture mixing. Journal of Cross-Cultural Psychology, 47, 1257-1267.
9.
KleinJ. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 33, 345-363.
10.
MaheswaranD.ChenC. Y. (2006). Nation equity: Incidental emotions in country-of-origin effects. Journal of Consumer Research, 33, 370-376.
TongY.-y.HuiP. P.-Z.KwanL.PengS. (2011). National feelings or rational dealings? The role of procedural priming on the perceptions of cross-border acquisitions. Journal of Social Issues, 67, 743-759.
13.
TorelliC. J.ChiuC.-Y.TamK.-p.AuA. K. C.KehH. T. (2011). Exclusionary reactions to foreign cultures: Effects of simultaneous exposure to cultures in globalized space. Journal of Social Issues, 67, 716-742.
14.
TurnerJ. C.HoggM. A.OakesP. J.ReicherS. D.WetherellM. S. (1987). Rediscovering the social group: A self-categorization theory. Oxford, UK: Blackwell.
