Showing papers by "Carlos J. Torelli published in 2011"

Toward a social psychology of globalization

Abstract: In most parts of the world, globalization has become an unstoppable and potent force that impacts everyday life and international relations. The articles in this issue draw on theoretical insights from diverse perspectives (clinical psychology, consumer research, organizational behavior, political psychology, and cultural psychology) to offer nuanced understanding of individuals’ psychological reactions to globalization in different parts of the world (Australia, Hong Kong, Japan, Mainland China, Singapore, Switzerland, United States, Taiwan). These articles address the questions of how people make sense of and respond to globalization and its sociocultural ramifications; how people defend the integrity of their heritage cultural identities against the “culturally erosive” effects of globalization, and how individuals harness creative insights from their interactions with global cultures. The new theoretical insights and revealing empirical analyses presented in this issue set the stage for an emergent interdisciplinary inquiry into the psychology of globalization.

Exclusionary reactions to foreign cultures: Effects of simultaneous exposure to cultures in globalized space

Abstract: In globalized economies, people often encounter symbols of dissimilar cultures simultaneously. Research on the psychological effects of simultaneous exposure to dissimilar cultures is therefore strategically located at the intersection of globalization, culture, and psychology. In seven experiments, we showed that exposure to a commercial product that embodies symbols of two dissimilar cultures can enhance perceptibility of cultural differences (Experiments 2, 5, and 6) and perceptions of cultural incompatibility (Experiment 1). Furthermore, following simultaneous exposure to two dissimilar cultures, individuals may display defensive responses to “cultural contamination” of an iconic cultural brand when mortality concerns are salient (Experiments 3, 4, and 7). Finally, although we obtained a robust bicultural exposure effect across experiments, thoughtful elaboration about cultural complexities can attenuate this effect and its attendant defensive responses to “cultural contamination” (Experiments 5–7).

Cultural meanings of brands and consumption: A window into the cultural psychology of globalization

Abstract: With globalization, the number of individuals with knowledge about multiple cultures is on the rise. This article illustrates how studying consumer reactions to brands that are loaded with cultural meanings can contribute to developing a cultural psychology of globalization. Our review demonstrates that brands can be considered cultural ‘products’ – they are tangible, public representations of meanings and ideas shared in a culture. As such, incidental exposure to culturally symbolic brands can spontaneously evoke its attendant cultural meanings and trigger culturally appropriate behavioral decisions. Because globalization makes these brands readily available in diverse cultural contexts, consumer reactions to culturally symbolic brands often reflect people’s views about the cultural effects of globalization. Consumers would respond favorably to these brands when the associated cultural meanings reinforce the consumers’ cultural identity. In contrast, consumers would react negatively toward these brands when they are perceived to be a threat to the local culture. We identify the factors that promote one type of reaction over the other, and discuss how this line of research can further contribute to building a cultural psychology of globalization. Attracted by a youthful, growing population of 70 million, Mango, the Spanish clothing