Advances in culture priming research

Transcription

1 Advances in culture priming research Chi-yue Chiu Andy Warhol, Rebel without a cause Cultural & Group Processes Laboratory 1

2 Major collaborators Veronica Benet-Martinez Jeanne Ho-ying Fu Ying-yi Hong Hean Tat Keh Lee Ann Mallorie Michael W. Morris Jie Sui Carlos Torelli Ying Zhu UC-Riverside NTU, Singapore UIUC Peking University, China UIUC Columbia University Peking University, China UIUC Peking University, China Cultural & Group Processes Laboratory 2

3 CNBC, Mumbai (India) Cultural & Group Processes Laboratory 3

4 Lay s Potato Chip (Peking Duck Flavor), China Cultural & Group Processes Laboratory 4

5 Coca-Cola, China Cultural & Group Processes Laboratory 5

6 KFC, Shanghai (China) Cultural & Group Processes Laboratory 6

7 Starbucks Coffee, Shanghai (China) Cultural & Group Processes Laboratory 7

8 Starbucks Coffee Moon Cake, Hong Kong (China) Cultural & Group Processes Laboratory 8

9 McDonald s, Singapore Cultural & Group Processes Laboratory 9

10 McDonald s, Beijing (China) Cultural & Group Processes Laboratory 10

11 Basic Question Globalization creates multicultural space in contemporary societies. Will globalization eventually make culture irrelevant? Cultural & Group Processes Laboratory 11

12 Why May Culture Disappear? Emergence of a global village homogenization of cultural experiences Acculturation effects Local Mindset Global Mindset Cultural & Group Processes Laboratory 12

13 How Do Local Cultures Survive Globalization? Psychological Perspective Co-presence of multiple cultural knowledge traditions in the same space makes culture a salient organizing construct for grasping experiences. Co-presence of multiple cultural knowledge traditions in the same space leads to development of multiple cultural frames, and the ability to shift cultural frames spontaneously in response to aspects of the situation. Cultural & Group Processes Laboratory 13

14 Mental representation of a culture American Culture The links vary in strength of association The central concept American Culture is linked to different knowledge items. An item could be a procedural knowledge, a declarative knowledge (a personrepresentation, event representation, or norm representation) Cultural & Group Processes Laboratory 14

15 Activation of a culture representation American Culture Cultural & Group Processes Laboratory 15

16 Mental representation of two cultures American Culture Chinese Culture Cultural & Group Processes Laboratory 16

17 American Culture Chinese Culture Cultural & Group Processes Laboratory 17

18 American Culture Chinese Culture Cultural & Group Processes Laboratory 18

19 American Culture Chinese Culture Cultural & Group Processes Laboratory 19

20 Cultural Frame Switching Cultural & Group Processes Laboratory 20

21 American Culture Chinese Culture Cultural & Group Processes Laboratory 21

22 American Culture Chinese Culture Cultural & Group Processes Laboratory 22

23 Self-Report I think of myself not as a unified cultural being but as a communion of different cultural beings. Due to the fact that I have spent time in different cultural environments I have developed several cultural identities that diverge and converge according to the need of the moment (p. 190). -- Susanna Harrington, a multicultural informant of South American origin in Sparrow (2000) Cultural & Group Processes Laboratory 23

24 Experiment 1 Culture Priming and Attributions (Hong, Chiu, & Kung, 1997) Cultural & Group Processes Laboratory 24

25 Chinese Cultural Primes Neutral Primes American Cultural Primes Experiment 1 Cultural & Group Processes Laboratory 25

26 Why does the red fish swim ahead of other fish? Cultural & Group Processes Laboratory 26

27 Likelihood of External Attribution (in %) American Pictures "Neutral" Pictures Chinese Pictures Source: Hong, Morris, Chiu & Benet-Martinez (2000), American Psychologist Cultural & Group Processes Laboratory 27

28 Experiment 2 (Sui, Zhu, & Chiu, under review) Fifty-four ethnic Chinese undergraduate students (20 men, 24 women; mean age = 22.63) from Peking University. Culture priming: Chinese, American, control DV: 10 self-descriptions Independent self-descriptions, Interdependent self-descriptions Cultural & Group Processes Laboratory 28

29 Cultural & Group Processes Laboratory 29

30 Experiment 3: Background (Sui, Zhu, & Chiu, under review) Self-reference effect on recognition memory Cheerful: how true is this adjective of the self? (self-reference) How true is this adjective of a public figure (e.g., Bill Clinton)? (otherreference) Recognition memory was better in a delayed recognition test in the selfreference condition than in the other-reference condition. Similar effects were obtained among Westerners and Easterners. Mother-reference effect Cheerful: How true is this adjective of the self? How true is this adjective of your mother? Recognition memory was better in a delayed recognition test in the selfreference condition than in the mother-reference condition only for Westerners. Chinese participants recognition memory was the same in both conditions. Cultural & Group Processes Laboratory 30

31 Experiment 3 Seventy-eight ethnic Chinese undergraduate students from Peking University (Mean age = 21.97, 27 men, 51 women) Culture priming (Chinese, American, control) Encode: 20 adjectives (10+, 10-) Self-reference (how true the adjective is of the self) Mother-reference (how true the adjective is of your mother) A surprise recognition task after an 1-hour delay Cultural & Group Processes Laboratory 31

32 Cultural & Group Processes Laboratory 32

33 Experiment 4: Spontaneous Cultural Frame Switching (Fu, Chiu, Morris, & Young, under revision) Chiu, Dweck, Tong, & Fu (1997), JPSP; Hong, Ip, Chiu, & Menon (2000), Social Cognition Chinese moral values: duty- & interpersonally-based American moral values: rights- & individual-based Cultural & Group Processes Laboratory 33

34 Spontaneous Cultural Frame Switching: Research Question Does tai-chi make Chinese-American biculturals think of duty- and interpersonally-based moral values spontaneously? Experiment 4 Does baseball make them think of rights- & individual-based moral values spontaneously? Cultural & Group Processes Laboratory 34

35 Method Automatic Elaborative Inference Task (McKoon & Ratcliff, 1986; Uleman, Hon, Roman, & Moskowitz, 1996) In the automatic elaborative inference task, the participant reads a sentence on a computer screen on each trial. After reading the sentence, the participant indicates whether it includes a probe. Cultural & Group Processes Laboratory 35

36 Sentence 1: He carried the heavy luggage for the old lady. Probe: helpful Sentence 2: He bought some green apples from the food market. Probe: helpful Cultural & Group Processes Laboratory 36

37 The correct response to both Sentences 1 and 2 is no. However, because helpful is a cognitively accessible inference after the participant has read Sentence 1, a competing yes response will interfere with the correct no response, and hence retard response time. Cultural & Group Processes Laboratory 37

38 Procedures 1) Participant read a sentence; 2) The sentence disappeared; 3) A Beep after 250ms; 4) The probe appeared; 5) Participant judged whether the probe appeared in sentence Cultural & Group Processes Laboratory 38

39 Sentences American Culture Reference Sentences: Turkey and cranberries are traditional food for a holiday in November. Chinese Culture Reference Sentences: A great emperor once produced an underground army of clay warriors. Culture-Neutral Sentences: People usually watch movies, read books and sleep on long airplane journeys. Cultural & Group Processes Laboratory 39

40 Probe words Chinese-culture-related probe words: obedience, modesty, and conformity American-culture-related probe words: freedom, diversity, and independent Culture-neutral probe words: exercise, prosperity, and elegant. Cultural & Group Processes Laboratory 40

41 Analysis Analyzed correct No responses When spontaneous inference occurs, reaction time (RT) will be slowed down. Long RT implies that spontaneous activation of the association between contents of the sentence and the moral value signified by the probe word. Cultural & Group Processes Laboratory 41

42 Sample 1: Chinese Americans in California (Chinese Americans) 680 Prime Condition Chinese-Culture-Reference Sentence American-Culture-Reference Sentence Culture-Neutral Sentence Chinese-Culture- Related American-Culture- Related Probe Condition Culture-Neutral 42

43 Summary: Chinese duty-based moral values are more strongly activated by Chinese cultural materials than by American cultural materials. American rights-based moral values are more strongly activated by American cultural materials than by Chinese cultural materials. Cultural & Group Processes Laboratory 43

44 Sample 2: Hong Kong Chinese 505 Prime Condition Chinese-Culture-Reference Sentence American-Culture-Reference Sentence Culture-Neutral Sentence Chinese-Culture- Related American-Culture- Related Probe Condition Culture-Neutral Cultural & Group Processes Laboratory 44

45 American Culture Chinese Culture Cultural & Group Processes Laboratory 45

46 American Culture Chinese Culture Cultural & Group Processes Laboratory 46

47 Simultaneous Activation of two cultural representations Cultural & Group Processes Laboratory 47

48 American Culture Chinese Culture Cultural & Group Processes Laboratory 48

49 Experiment 5 (Mallorie, Keh, Chiu, & Law, in preparation) Participants 58 UIUC Caucasian students (30 men, 28 women) Average Age: (SD = 2.39) Cultural & Group Processes Laboratory 49

50 Mere Minimal Bicultural Exposure Single Presentation Condition: An American ad was shown, and participants described how much they liked the product, the person in the ad, and judged how much the endorser image matched the product. Joint Presentation Condition: An American ad and a Chinese ad of the same product were shown, and participants responded to the American ad only. Cultural & Group Processes Laboratory 50

51 Single presentation Cultural & Group Processes Laboratory 51

52 Joint presentation Cultural & Group Processes Laboratory 52

53 Attribution To what extent is the white horse s movement influenced by some external cause? (external attribution) To what extent is the white horse s movement influenced by some internal cause? (internal attribution) Cultural & Group Processes Laboratory 53

54 Internal vs. External Attribution Strength of Attribution (1-7) Single Presentation Joint Presentation Internal Attribution External Attribution F(1,54) = 4.61, p <.05 Cultural & Group Processes Laboratory 54

55 Reasoning by Prototypicality Level of convincingness (0-11) F(1,55) = 4.50, p <.05 High prototypicality Single Presentation Low prototypicality Joint Presentation Cultural & Group Processes Laboratory 55

56 Measures of Culture Integratibility Extent of Agreement (1-6) Single Presentation Joint Presentation Separation Integration You can learn new things from different cultures, and even after a long time, you can still separate unique cultural information and apply different knowledge in different cultural settings. (Separation) You can learn different things from different cultures, but after a while the information becomes integrated, and it is no longer possible to separate unique cultural information. (Integration) F(1,56) = 6.33, p <.05 Cultural & Group Processes Laboratory 56

57 Conditional Probability Ratings How likely the person in the ad would be to agree to the following statement, assuming that she agreed strongly with another statement. Chinese culture Internal Consistent (n = 6): To understand who I am you must see me with members of my group. versus It is not possible to understand the pieces without considering the whole picture. American culture Internal Consistent (n = 9): I tend to do my own things, and others in my family do the same. versus In my society, individuals take control of the situation around them and exercise free will. Chinese culture vs. American culture (n = 17): Our world has its basic or ingrained dispositions, and you can t really do much to change them. versus I feel that I have the right to refuse to help my relative. Cultural & Group Processes Laboratory 57

58 Results (Conditional Probability) Single Joint Conditional Probability (0-100%) Chinese Chn vs Am American F(2,110) = 3.5, p <.05 Cultural & Group Processes Laboratory 58

59 Summary and Discussion Mere exposure to two cultures increases the likelihood that culture will be used as a mental category to organize cultural knowledge. Such categorization strategy might promote the development of a systemic view of culture (the view that culture is a coherent system of meanings with some defining psychological essences). Cultural & Group Processes Laboratory 59

60 Replication in China (Mallorie et al., in preparation) Participants 121 undergraduates (86 men, 35 women) in a public university in Beijing, China. Their age ranged from 18 to 25 (M = 20.90, SD = 1.40). Cultural & Group Processes Laboratory 60

61 Experimental Conditions Single Presentation Joint Presentation Side-by-side Joint Presentation Fusion Cultural & Group Processes Laboratory 61

62 Implications: Brand Management What s in a name? That which we call a rose by any other name would smell as sweet. -- William Shakespeare, Romeo & Juliet. Would it? Will a Chinese brand be perceived similarly in the US market if the brand name is translated differently? Cultural & Group Processes Laboratory 62

63 A thought experiment Dynasty red wine( ), a Chinese brand, is imported into France. What if the product category is torchlight? The product category (red wine) would activate French culture. If the brand name is translated into Dynastie (a semantic translation), it may create a single presentation effect. If the brand name is translated into Huangchao (a phonetic translation), it may create a joint presentation effect. Cultural & Group Processes Laboratory 63

64 Examples of iconic American product categories Cultural & Group Processes Laboratory 64

65 Experiment 6 (Torelli & Chiu, in preparation) Participants: 38 US-born, non-asian participants at UIUC Strong identification with American culture: (M = 7.45, on a 1 9 point scale) Product categories: Iconic American products: jeans, cereals, sneakers Non-iconic American products: table lamps, umbrellas, toasters Experimental conditions China-imported products with phonetic Chinese brand names (Chenxiao, Qinjin, Xenshi, Zhongyan, Beihua, Wufeng). China-imported products with English brand names (Nine Zero, Uncle Bob, Aspire, Schonbek, Robin, Murray). Dependent measures: Conditional probability measure of beliefs Individualist vs. collectivist message Product evaluation (bad-good, unappealing-appealing, unfavorablefavorable) Cultural & Group Processes Laboratory 65

66 Conditional Probability Ratings How likely the person in the ad would be to agree to the following statement, assuming that she agreed strongly with another statement. Chinese culture Internal Consistent (n = 6): To understand who I am you must see me with members of my group. versus It is not possible to understand the pieces without considering the whole picture. American culture Internal Consistent (n = 9): I tend to do my own things, and others in my family do the same. versus In my society, individuals take control of the situation around them and exercise free will. Chinese culture vs. American culture (n = 17): Our world has its basic or ingrained dispositions, and you can t really do much to change them. versus I feel that I have the right to refuse to help my relative. Cultural & Group Processes Laboratory 66

67 Conditional Probability Measure: Iconic American Products Conditional Probability (0-100%) Chinese English Chinese Chn vs Am Brand Name American Cultural & Group Processes Laboratory 67

68 Conditional Probability Measure: Non-Iconic American Products Conditional Probability (0-100%) Chinese English Chinese Chn vs Am Brand Name American Cultural & Group Processes Laboratory 68

69 Dependent Measures Persuasion measure Participants learned that an American advertising student was designing a website for Timex. They viewed two commercial messages for Timex, one appealing to individualist values, and one to collectivist values. Participants estimated using an 11-point scale (from very unlikely to very likely) how likely the target would be to use each of the two messages. Cultural & Group Processes Laboratory 69

70 Individualist Message The Timex watch. It embodies so much. It s like a person. It has an impressive personality, very individualistic, and with a strong focus and concern for oneself in a positive way. The Timex watch. It embodies so much. It s like a person. It s an impressive social being, very concerned with others, and with a strong focus and concern for others in a positive way. Collectivist Message Cultural & Group Processes Laboratory 70

71 Individualist vs. Collectivist Message Individualist Message Collectivist Message Likelihood of Message Adoption Iconic Products Non-Iconic Products 1 English Chinese English Chinese Brand Name Cultural & Group Processes Laboratory 71

72 Individualist vs. Collectivist Message English Chinese Product evaluation Iconic Products Non-Iconic Products 2 Iconic Non-Iconic Brand Name Cultural & Group Processes Laboratory 72

73 Effects of Cultural Identification If priming two increases the salience of cultural coherence and cultural differences, effects of cultural identification on evaluation of one s culture should be more pronounced when two cultures (vs. a single culture) are primed. Cultural & Group Processes Laboratory 73

74 Experiment 7 (Torelli & Chiu, in preparation) 114 UIUC students Iconic American products Manipulation: Chinese brand names vs. English brand names Measure: identification with the US Estimated international ranking of the US on creativity Cultural & Group Processes Laboratory 74

75 Cultural & Group Processes Laboratory 75

76 How Do Local Cultures Survive Globalization? Co-presence of multiple cultural knowledge traditions in the same space leads to development of multiple cultural frames, and the ability to shift cultural frames spontaneously in response to aspects of the situation. Co-presence of multiple cultural knowledge traditions in the same space makes culture a salient organizing construct for grasping experiences. Cultural & Group Processes Laboratory 76

77 What Next? Cultural & Group Processes Laboratory 77

78 What to prime next? Hiding Cultures in Multicultural Space: Glocalization vs. Standardization of Cultural Experiences Most malls in the world are planned and built by no more than 10 transnational architectural firms. Malls throughout the world share common features of architecture and design. A Shopping Mall in Downtown, Beijing (China) Cultural & Group Processes Laboratory 78

79 What to prime next? Would these images call out different mental representations inter-ethnic relations in the US? If so, how may the effects vary across ethnic groups? Cultural & Group Processes Laboratory 79

80 Current research on cultural processes Culture and normative processes Intersubjective consensus effect (with Catherine Wan) Normative regulation of self-enhancement (with Young Kim) FAB: Culture and fate-agency beliefs in disaster management (with Evelyn Au) Socially desirable responding (with Sharon Shavitt & Ashok Lalwani) Multicultural cognition Cross-border judgments (with Melody Chao) Multicultural experiences and creativity (with Angela Leung) Social change and judgments (with Julie Chen) Activation of cultural representations (this presentation) Cultural & Group Processes Laboratory 80

81 Cultural & Group Processes Laboratory 81