How Consumers React to Culturally Mixed Products: the Effects of Cultural Domain and Mixing Direction

This paper conducts two studies to examine the joint effect of cultural domain and mixing direction on consumers’ attitudes to culturally mixed products, as well as the mediating effect of perceived cultural threat and the moderating effect of polycultural mindset, which give implications to better understand the cultural mixing phenomenon.


Yingyue Liu, Zhimin Zou, and Yimin Zhu (2020) ,"How Consumers React to Culturally Mixed Products: the Effects of Cultural Domain and Mixing Direction", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1186-1186.


Yingyue Liu, Sun Yat-Sen University, China
Zhimin Zou, Sun Yat-Sen University
Yimin Zhu, Sun Yat-sen University


NA - Advances in Consumer Research Volume 48 | 2020

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