Research On The Psychological Mechanism Of The Impact Of Cultural Mixing Framing Strategy On Bicultural Activation Effect And Intergroup Bias

Cultural mixing refers to the presentation of multiple cultural elements together,and such presentation can expand the perceived cultural difference between these cultures,which is known as bicultural activation effect.Cultural mixing framing strategies include “foreign culture-home culture” and “home culture–foreign culture”,such as Mickey Mouse papercut and paper-cut Mickey Mouse.This study explored the influence of cultural mixing framing strategy on the bicultural activation effect and intergroup bias,as well as the mediating role of perceived cultural invasion and the moderating role of cultural identity.Experiment 1 was a 3(cultural mixing framing strategy)× 2(value type)× 2(target culture)mixed design,in which the product evaluation,purchase intention,perceived cultural invasion,and perceived cultural difference of 139 subjects were measured by questionnaire to verify the influence of cultural mixing framing strategy on bicultural activation effect and the mediating effect of cultural invasion.The results showed that:(1)the product evaluation and purchase intention of the "America-China" group were lower than those of the "China-America" group;(2)the perceived cultural difference of the "America-China" group was significantly greater than that of the "China-America" group;(3)the perceived cultural invasion played a part of mediating role in the impact of cultural mixing framing strategy on the perceived cultural difference.Experiment 2 was a 2(cultural mixing framing strategy)× 2(in/outgroup)× 2(adjective valence)mixed design,in which 60 subjects were tested by the cultural invasion questionnaire,the cultural inconsistency questionnaire and the group typical trait assessment method to verify the effect of cultural mixing framing strategy on bicultural activation effect and explicit intergroup attitude.The results showed that:(1)the perceived cultural inconsistency between China and America in the "America-China" group was significantly greater than that in the "China-America" group,and perceived cultural invasion played a part of the mediating role;(2)when evaluating negative words,the "America-China" group preferred ingroup and derogated outgroup more than the "ChinaAmerica" group.Experiment 3 was a 2(cultural mixing framing strategy)× 2(cultural identity)between subject design,in which high and low cultural identity groups were selected through the cultural identity questionnaire,and BIAT was used to measure the implicit intergroup attitudes of 58 subjects.The impact of cultural mixing framing strategy on implicit intergroup attitude and the role of perceived cultural invasion and cultural identity were verified.The results showed that:(1)in the high cultural identity group,the "America-China" group preferred ingroup and derogated outgroup more than the "China-America" group;there was no significant difference in the low cultural identity group;(2)perceived cultural invasion had significant mediating effect in the high cultural identity group.To sum up,this study found that the cultural mixing framing strategy had a significant impact on perceived cultural difference and intergroup attitudes,in which perceived cultural invasion played an important mediating role,and the cultural identity moderated the effect of perceived cultural invasion on the implicit intergroup attitudes.Therefore,multinational enterprises should properly refer to the cultural identity level of the target region or population and adopt appropriate cultural mixing framing strategy when formulating packaging and publicity strategies for products,so as not to cause consumers' negative attitude towards products or even foreign cultures.