The Influence Of Ontological Security Threat On The Evaluation Of Culturally Mixed Products

With the development of national economies and the acceleration of the globalization process,more and more international trade wars emerge,social systems and physical environments change,breaking the normal rhythm of people’s lives,and panicked people often fall into a situation of ontological insecurity and feel the threat from the sense of ontological security.Research has been conducted to introduce the concept of ontological security threat into the field of marketing management,confirming that there is a strong link between ontological security threat and consumer behavior.Based on ontological security theory and fear management theory,this study will explore the association between ontological security threat,perceived cultural intrusion,personality openness and the evaluation of culturally mixed products,and reveal the underlying psychological mechanisms that influence the evaluation of culturally mixed products.In the pre-experiment a,in order to test the effectiveness of the text-initiated material,76 subjects were divided into two groups,one for the ontological security threat experiment and the other for the control group,with each group completing a corresponding reading task.The results showed that the subjects in the experimental group scored significantly higher ontological security threat than the control group,which implies that the textual material can successfully initiate the subjects’ ontological security threat.In the pre-experiment b,to examine the effectiveness of culturally mixed product image materials.A total of 70 subjects were recruited and asked to rate the images for representativeness,likability and cultural mixing.In the end,2 pictures of culturally mixed products with cultural representativeness and non-sanctity were successfully selected as materials for the follow-up study.Study 1a: Exploring the relationship between idiosyncratic ontological security threat and evaluation of culturally mixed products,and the mediating role of perceived cultural intrusion,using the Ontological Security Threat Scale,the Perceived Cultural Intrusion Scale and the Semantic Differences Scale on 590 subjects.The results showed that the threat of idiosyncratic ontological security was negatively predicted the evaluation of culturally mixed products,and perceived cultural intrusion partially mediated the relationship.Study 1b: To enhance the robustness of the findings,the relationship between the threat of state ontological security and the evaluation of culturally mixed products and its mediating role of perceived cultural invasion was examined.In this study,240 subjects were randomly divided into an experimental and control group for ontological security threat,and after they completed a specific reading task,they were presented with 2 pictures of culturally mixed products,which participants were asked to rate.The results showed that the threat of state ontological security also negatively predicted the evaluation of culturally mixed products,with perceived cultural intrusion playing a partially mediating role.In Study 2,in order to explore the boundary conditions of the relationship between the threat of ontological security and perceived cultural invasion and the evaluation of culturally mixed products,explored the moderating effect of Openness to personality on the mediating model.268 subjects were selected and a 2(ontological security threat: experimental group vs.control group)x 2(personality openness: high vs.low)experiment design was adopted.The results showed that high Openness to personality buffered the negative effects of ontological security threat on perceived cultural invasion and culturally mixed product evaluation.Conclusion: Perceived cultural intrusion plays a partially mediating role in the evaluation of ontological security threat and culturally mixed product evaluation,and Openness to personality plays a moderating role in the first half of the mediation model and the direct path.