Globalization has made exposure to multiple cultures not only possible, but often necessary and unavoidable. This article focuses on how people react and adapt to increasing globalization and multiculturalism. We posit that reactions to multiculturalism and intercultural contact are not universal and are themselves shaped by cultural experiences. That is, culture provides a frame of reference for reconciling and negotiating the inflow of foreign cultures and peoples. Although exposure to foreign cultures can widen one's worldview, thereby enhancing creativity and reducing prejudice, intercultural contact can also bring about negative exclusionary responses such as aversion, disgust, and defensiveness. We explore how culture and individual differences, such as a belief in racial essentialism, critically shape reactions to intercultural contact. Our discussion sheds light on recent geopolitical and societal shifts that reflect an increased backlash against rising globalization and cultural diversity.

http://journals.sagepub.com/doi/pdf/10.1177/1745691617700496

How Does Culture Matter in the Face of Globalization

Globalization has rendered culture mixing a pervading and overwhelming phenomenon. Culture mixing refers to the coexistence of representative symbols of different cultures in the same space at the ...

Advancing Our Understanding of Culture Mixing

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this ...

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Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect

Culture mixing is a critical consequence of globalization. Thus, predicting the effects of globalization on individual psychological processes requires understanding the effects of exposure to culture mixing on cognition, attitudes, and behaviors. Prior research has demonstrated that perceiving the mixing of own and foreign cultures can trigger subsequent shifts across a wide range of psychological processes. This article proposes that the psychological consequences of culture mixing can be understood through consideration of the specific form of culture mixing involved and the fundamental psychological functions that cultures (particularly heritage cultures) fulfill. Culture mixing itself is a diverse, heterogeneous phenomenon, and different forms of culture mixing (e.g., simultaneous co-presence, superimposition, fusion) may activate different psychological outcomes. Furthermore, heritage cultures serve critical psychological functions by providing guides and normative standards for behavior, acting as markers that facilitate differentiation of ingroup members from those of outgroups and buffering against psychological threats. The frustration or disruption of these functions by culture mixing may serve as a basis for predicting psychological responses to mixing. Finally, this article suggests key areas for future study in culture mixing and how studying diverse patterns of culture mixing may be critical for enriching cognition and behavior in response to reminders of globalization.

https://onlinelibrary.wiley.com/doi/pdf/10.1111/ajsp.12321

The diversity of cultural diversity: Psychological consequences of different patterns of intercultural contact and mixing

The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural elements. Specifically, this paper examines whether a property interpretation and a relational interpretation have different influences on consumers’ evaluations of global brands that incorporate local cultural elements.,Two experiments were conducted as part of this research. Experiment 1 adopted a two (interpretation strategy: property interpretation vs relational interpretation) single-factor between-subjects design. Experiment 2 adopted a 2 (interpretation strategy: property interpretation vs relational interpretation) × 2 (polyculturalist beliefs: high vs low) between-subjects design. The data were analyzed using ANOVA and PROCESS 213.,A property interpretation (emphasizing that some features of a global brand transfer to local cultural elements) leads to a less favorable evaluation of global brands that incorporate local cultural elements than a relational interpretation (emphasizing a relation between global brands and local cultural elements). This effect is fully mediated by perceived cultural intrusion, and it exists only when consumers have a low level of polyculturalist beliefs.,This paper reveals that the phenomenon of cultural mixing occurs when global brands incorporate local cultural elements. In addition, the way that consumers perceive the relationship between global brands and local cultural elements will determine their reactions to global brands that incorporate local cultural elements.

Cai Huajian

Papers

understanding Exclusionary Reactions toward a Foreign Culture: The Influence of Intrusive Cultural Mixing on Implicit Intergroup Bias : or0497