Social Identity Salience: Effects on Identity-Based Brand Choices of Hispanic Consumers
Social Identity Salience: Effects on Identity-Based Brand Choices of Hispanic Consumers
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DOI：
10.1002/mar.20331
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发表时间：
2010-03-01
影响因子：
6.7
通讯作者：
Rudd, Nancy A.
中科院分区：
文献类型：
--
作者：
Chattaraman, Veena;Lennon, Sharron J.;Rudd, Nancy A.
本研究的目的是考察文化认同显著性的持久和短暂机制对三个西班牙裔文化适应群体（西班牙裔主导、主流主导和平衡双文化）基于身份的服装品牌选择的组合影响。这些假设在美国中西部一所大学的西班牙裔学生中进行了实证检验，采用了两个阶段的在线实验。结果表明，文化启动效应（文化身份的短暂显著性）对西班牙裔消费者随后的品牌选择的影响被他们的二维文化适应（文化身份的持久显著性）所调节。正如假设的那样，目前的研究发现，相同的文化启动在三个西班牙文化适应阶段有不同的影响，在平衡双文化阶段的影响最大。具体而言，研究结果表明，以西班牙语为主导的消费者和以主流文化为主导的消费者对环境中的文化线索的反应较弱，并且在对文化启动的反应中不太可能表现出显著的偏好转变。然而，当接触到文化启动时，平衡双文化消费者对西班牙和主流服装品牌的态度和购买意图发生了重大变化，这样他们的品牌选择就被启动身份同化了。研究结果在社会认同理论、自我刻板印象过程、文化框架转移和二维文化适应模型的背景下进行了讨论。(C) 2010 Wiley期刊公司
The purpose of this study was to examine the combinatorial effects of enduring and momentary mechanisms of cultural identity salience on identity-based apparel brand choices of three Hispanic acculturation segments (Hispanic-dominant, mainstream-dominant, and balanced-bicultural). The hypotheses were empirically tested among Hispanic students at a midwestern university in the U.S. employing a two-session online experiment. Results revealed that the influence of cultural primes (momentary salience of the cultural identity) on subsequent brand choices of Hispanic consumers is moderated by their bidimensional acculturation (enduring salience of the cultural identity). As posited, the current study found that the same cultural primes had differential effects among the three Hispanic acculturation segments, with the largest effect size among the balanced-bicultural segment. Specifically, the results indicated that Hispanic-dominant and mainstream-dominant consumers were less responsive to cultural cues in the environment and were less likely to demonstrate significant preference shifts in response to cultural primes. However, balanced-bicultural consumers demonstrated significant shifts in their attitudes and purchase intent for Hispanic and mainstream apparel brands when exposed to cultural primes, such that their brand choices assimilated toward the primed identity. Results are discussed in the context of social identity theory, the self-stereotyping process, cultural frame shifting, and the bidimensional acculturation model. (C) 2010 Wiley Periodicals, Inc.