The Exception Effect

Results from a field experiment conducted in Guangzhou, China, show that Chinese consumers react more negatively to culture-mixed products after shopping (vs. simply entering) in a high-status Chinese store (Exception ). This effect was absent among Chinese consumers who shopped (vs. simply entered)...

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Bibliographic Details
Published in:Journal of cross-cultural psychology 2016-11, Vol.47 (10), p.1373
Main Authors: Kwan, Letty Y-Y, Li, Dongmei
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Cultural identity
Identity
Positive emotions
Rejection
Shopping
Social psychology
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Summary:Results from a field experiment conducted in Guangzhou, China, show that Chinese consumers react more negatively to culture-mixed products after shopping (vs. simply entering) in a high-status Chinese store (Exception ). This effect was absent among Chinese consumers who shopped (vs. simply entered) in a high-status European store, a low-status European store, or a lower status Chinese store. The effect was also absent among Western shoppers. We argue that the Exception effect among Chinese consumers emerges due to heightened perceptions of the rising status of China--which might increase the positivity of Chinese identity and hence prompt a rejection of foreign cultural influences.
ISSN:0022-0221
1552-5422
DOI:10.1177/0022022116670262