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- W2034308591 abstract "Abstract Studies of social judgment found that the way bicultural individuals respond to cultural cues depends on their cultural identity structure. Biculturals differ in the degree to which they represent their two cultural identities as integrated (vs. nonintegrated), which is assessed as high (vs. low) bicultural identity integration (BII), respectively. High BII individuals assimilate to cultural cues, yet low BII individuals contrast to these cues. The current studies reveal that this dynamic extends to consumer behavior and elucidate the underlying psychological mechanism. We found that high (low) BII individuals exhibit assimilation (contrast) responses to cultural cues in consumer information‐seeking and choice. Furthermore, the pattern occurs with both subliminal (study 1) and supraliminal (study 2) cultural primes, and is mediated by the experience of identity exclusion threat (study 2). Results suggest that the interactive effect of BII and cultural cues arises from nonconscious defense against the exclusion of a cultural identity. Implications for self‐protective processes, automatic behavior, and marketing are discussed." @default.
- W2034308591 created "2016-06-24" @default.
- W2034308591 creator A5057992393 @default.
- W2034308591 creator A5083166989 @default.
- W2034308591 date "2012-06-19" @default.
- W2034308591 modified "2023-10-02" @default.
- W2034308591 title "Bicultural self‐defense in consumer contexts: Self‐protection motives are the basis for contrast versus assimilation to cultural cues" @default.
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- W2034308591 doi "https://doi.org/10.1016/j.jcps.2012.06.002" @default.
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