Pride and Prejudice in Intercultural Communication: Uncovering Information (A)symmetry in the Communication Between Chinese EV Companies and German Consumers

Abstract

While intercultural corporate communication has been widely studied, research focusing on interactions between high-tech companies from developing countries and consumers in developed countries remains limited. Electric vehicle (EV) companies from developing countries are seeking opportunities in developed markets, and this study explores communication practices of Chinese EV companies in Germany. Adopting a bilateral communication perspective, the study proposes that (a)symmetries in information generated by companies and consumers influence consumer responses. Using a mixed-methods approach, the research conceptualizes information (a)symmetry and empirical examines its outcomes. The (a)symmetry between information generated by Chinese EV companies and German consumers consists of individual, industrial, and societal levels. The information (a)symmetry significantly influences consumers’ affective, cognitive, and behavioral responses. By focusing on bilateral communication between high-tech companies from developing countries and consumers in developed markets, this study contributes to a more nuanced understanding of intercultural corporate communication. The findings offer practical insights for high-tech companies from emerging countries to improve their communication effectiveness with consumers in developed-country markets.