Showing papers by "Carlos J. Torelli published in 2021"
TL;DR: The authors found that paradox brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to biculturals and bicultural consumers exhibit more favorable evaluations and greater choice of paradox brands than do monocultural consumers.
Abstract:
Bicultural consumers now represent a third of the U.S. population and are the fastest growing demographic group in the U.S. This shift in consumer markets presents a challenge for marketers as they try to design brand strategies to serve this important group. In this article, the authors show that certain types of brands, specifically paradox brands that incorporate contradictory brand meanings, are particularly appealing to bicultural consumers. Results from seven studies reveal that bicultural consumers evaluate paradox brands more favorably, and choose paradox brands more, than traditional brands without contradictions. Further, bicultural consumers exhibit more favorable evaluations and greater choice of paradox brands than do monocultural consumers. These cultural differences are attributable to greater cognitive flexibility found among biculturals, particularly those who adopt an acculturation strategy of integrating their different cultural identities. Greater cognitive flexibility, in turn, prompts stronger engagement with a paradox brand, which contributes to more favorable brand evaluations and choice. Contributions of this research for understanding bicultural consumers, marketing to bicultural consumers, and directions for future research are discussed.
9 citations
TL;DR: In this paper, the authors proposed that collectivism also plays a role in the spread of COVID-19 and that the higher likelihood of people high (vs. low) in collectivism to engage in preventive behaviors is driven by their belief that others consider it important to engaging in such behaviors.
Abstract: Apart from personal- and societal-level factors, we propose that collectivism also plays a role in the spread of COVID-19. Results from six studies using both secondary datasets and laboratory experiments conducted in two different countries demonstrate that collectivism is: (a) negatively associated with the spread of COVID-19 and (b) positively associated with the self-importance/expectation to engage in widely publicized behaviors to prevent the spread of the disease, as well as with greater likelihood to vaccinate against COVID-19. Finally, the higher likelihood of people high (vs. low) in collectivism to engage in preventive behaviors is driven by their belief that others consider it important to engage in such behaviors. The effects were robust and emerged by measuring collectivism both at the country level and at the individual level. We conclude by proposing features of public health campaigns likely to elicit compliance behavior to control the spread of COVID-19.
6 citations