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Advances in culture priming research Chi-yue Chiu (Psychology@UIUC ) Andy Warhol, Rebel without a cause Cultural & Group Processes Laboratory 1 Major collaborators Veronica Benet-Martinez UC-Riverside Jeanne Ho-ying Fu NTU,

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Cultural & Group Processes Laboratory 1

Advances in culture priming research

Chi-yue Chiu

(Psychology@UIUC)

Andy Warhol, Rebel without a cause

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Cultural & Group Processes Laboratory 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

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Cultural & Group Processes Laboratory 3

CNBC, Mumbai (India)

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Lay’s Potato Chip (Peking Duck Flavor), China

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Coca-Cola, China

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KFC, Shanghai (China)

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Starbucks Coffee, Shanghai (China)

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Starbucks Coffee Moon Cake, Hong Kong (China)

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McDonald’s, Singapore

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McDonald’s, Beijing (China)

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Basic Question

Globalization creates multicultural space in

contemporary societies.

Will globalization eventually make culture

irrelevant?

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Why May Culture Disappear?

Emergence of a global village –

homogenization of cultural experiences

Acculturation effects – Local Mindset --------------------------------- Global Mindset

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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

  • f multiple cultural frames, and the ability to shift

cultural frames spontaneously in response to aspects of the situation.

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Mental representation of a culture

American Culture The central concept “American Culture” is linked to different knowledge items. An item could be a procedural knowledge, a declarative knowledge (a person- representation, event representation, or norm representation) The links vary in strength of association

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Activation of a culture representation

American Culture American Culture

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Mental representation of two cultures

American Culture Chinese Culture

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American Culture Chinese Culture

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American Culture Chinese Culture

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American Culture Chinese Culture American Culture Chinese Culture

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Cultural Frame Switching

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American Culture Chinese Culture

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American Culture Chinese Culture

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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)

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Experiment 1

Culture Priming and Attributions (Hong,

Chiu, & Kung, 1997)

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Chinese Cultural Primes Neutral Primes American Cultural Primes

Experiment 1

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Why does the red fish swim ahead of other fish?

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10 20 30 40 50 60

American Pictures "Neutral" Pictures Chinese Pictures Likelihood of External Attribution (in %)

Source: Hong, Morris, Chiu & Benet-Martinez (2000), American Psychologist

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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

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1 2 3 4 5 6 7 A m e r i c a n C

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C h i n e s e C u l t u r e P r i m i n g C

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d i t i

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N u m b e r

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S e l f

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e s c r i p t i

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s I n t e r d e p e n d e n t D e s c r i p t i

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I n d e p e n d e n t S e l f

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e s c r i p t i

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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)? (other-

reference)

  • Recognition memory was better in a delayed recognition test in the self-

reference 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 self-

reference condition than in the mother-reference condition only for Westerners.

  • Chinese participants recognition memory was the same in both conditions.
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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

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1 5 2 2 5 3

A m e r i c a n C

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t r

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C u l t u r e P r i m i n g C

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R e s p

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s e P e r c e n t a g e (

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)

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e f e r e n c e d M

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h e r

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e f e r e n c e d

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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

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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?

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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.

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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

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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.

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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

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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.

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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.

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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.

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Sample 1: Chinese Americans in California (Chinese Americans)

560 580 600 620 640 660 680 Chinese-Culture- Related American-Culture- Related Culture-Neutral Probe Condition Chinese-Culture-Reference Sentence American-Culture-Reference Sentence Culture-Neutral Sentence Prime Condition

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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.

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Sample 2: Hong Kong Chinese

460 465 470 475 480 485 490 495 500 505 Chinese-Culture- Related American-Culture- Related Culture-Neutral Probe Condition Chinese-Culture-Reference Sentence American-Culture-Reference Sentence Culture-Neutral Sentence Prime Condition Cultural & Group Processes Laboratory 44

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American Culture Chinese Culture

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American Culture Chinese Culture

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Simultaneous Activation of two cultural representations

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American Culture Chinese Culture American Culture Chinese Culture

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Experiment 5 (Mallorie, Keh, Chiu, & Law, in preparation)

Participants

58 UIUC Caucasian students (30 men, 28

women)

Average Age: 19.45 (SD = 2.39)

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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.

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Single presentation

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Joint presentation

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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)

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Internal vs. External Attribution

2.5 3 3.5 4 4.5 5 5.5 Single Presentation Joint Presentation Strength of Attribution (1-7) Internal Attribution External Attribution

F(1,54) = 4.61, p < .05

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Reasoning by Prototypicality

F(1,55) = 4.50, p < .05

2.5 3.5 4.5 5.5 6.5 7.5 8.5 9.5 10.5 Single Presentation Joint Presentation

Level of convincingness (0-11)

High prototypicality Low prototypicality

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Measures of Culture Integratibility

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)

1 2 3 4 5 Separation Integration Extent of Agreement (1-6) Single Presentation Joint Presentation F(1,56) = 6.33, p < .05

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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.”

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Results (Conditional Probability)

30 40 50 60 70 80 90 Chinese Chn vs Am American

Conditional Probability (0-100%)

Single Joint

F(2,110) = 3.5, p < .05

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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).

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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).

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Experimental Conditions

Single Presentation Joint Presentation – Side-by-side Joint Presentation – Fusion

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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?

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A thought experiment

  • What if the product category is

torchlight?

  • Dynasty red wine(皇朝干紅), a

Chinese brand, is imported into France.

  • 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.

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Examples of iconic American product categories

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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, unfavorable-

favorable)

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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.”

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Conditional Probability Measure: Iconic American Products

30 40 50 60 70 80 C h i n e s e C h n v s A m A m e r i c a n Brand Name

Conditional Probability (0- 100%)

English Chinese

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Conditional Probability Measure: Non-Iconic American Products

10 20 30 40 50 60 70 80 90 C h i n e s e C h n v s A m A m e r i c a n Brand Name

Conditional Probability (0- 100%)

English Chinese

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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

  • ne 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.

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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. Collectivist Message 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.

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Individualist vs. Collectivist Message

1 2 3 4 5 6 7 8 English Chinese English Chinese Brand Name Likelihood of Message Adoption Individualist Message Collectivist Message

Iconic Products Non-Iconic Products

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Individualist vs. Collectivist Message

2 3 4 5 Iconic Non-Iconic Brand Name Product evaluation English Chinese

Iconic Products Non-Iconic Products

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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.

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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

  • n creativity
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How Do Local Cultures Survive Globalization?

Co-presence of multiple cultural knowledge

traditions in the same space leads to development

  • f 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.

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What Next?

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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)

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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?

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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)

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