Showing papers by "Carlos J. Torelli published in 2016"
TL;DR: In this article, culture mixing refers to the coexistence of representative symbols of different cultures in the same space at the same time, and is defined as the "coexistence of two cultures in a shared space".
Abstract: 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 ...
28 citations
TL;DR: For instance, this paper found that consumers experiencing cultural distinctiveness are likely to evaluate favorably and prefer brands associated with a related cultural group, in choice set or consumption situation, even if they are not the favored option in the choice set.
Abstract: In a world of increasing global mobility, we investigate how feelings of cultural distinctiveness—feelings of being different and separated from the surrounding cultural environment—influence consumers’ preferences for brands that symbolize a related cultural group (i.e., a group that is geographically proximal and/or shares socio-historical and cultural roots with one’s own cultural group). Results from seven studies demonstrate that consumers experiencing cultural distinctiveness are likely to evaluate favorably and prefer brands associated with a related cultural group, in choice set or consumption situation, even if they are not the favored option in the choice set. This pro-ingroup bias for culturally related brands is driven by a heightened desire to connect with “home,” which prompts consumers to expand their in-group boundaries to include the related cultural group within a broadened definition of home. However, this pro-ingroup bias is attenuated when the salience of intergroup rivalries is high, where experiencing cultural distinctiveness can backfire and result in less favorable evaluations of brands associated with a related cultural group. This research is the first to demonstrate that cultural consumption is a dynamic process, and that in-group boundaries can be malleable and expandable, depending upon the motivation of the consumer.
25 citations
TL;DR: The authors showed that integrative responses to culture mixing, in the context of Western brand names translated into Chinese, can influence consumer evaluations of the products. But they did not consider the effect of the product design.
Abstract: The present research demonstrates that integrative responses to culture mixing, in the context of Western brand names translated into Chinese, can influence consumer evaluations of the products. Sp...
8 citations
DOI•
18 Nov 2016
TL;DR: In this article, the authors discuss the impact of cultural diversity due to globalization on the demand side of the marketplace and the supply side of markets, and propose a strategy to increase the diversity of brands in the marketplace.
Abstract: With globalization on the rise, the world is shrinking and people can more easily move across
physical and virtual borders, rapidly intensifying the interaction and integration among consumers and companies of dierent countries. These global interactions have facilitated the
emergence of a consciousness of the world as a whole (Robertson, 1992) and have increased
the cultural diversity of the marketplace, making it more complex and challenging for marketers. Increased cultural diversity due to globalization has brought dramatic changes to both the
demand (i.e., consumers’ values and desires) and supply (i.e., brands that are oered) sides of
markets.
7 citations