Chui et al

Aim

To investigate if exposure to another culture increases stereotypes about one's own culture in European American ppts

Sample

American Undergraduates

What were the two conditions?

Single condition

Joint presentation condition

Single condition

Nike ad with a Caucasian model

Joint presentation condition

Nike ad alongside a Chinese sports shoe ad

What did participants rate after viewing the advertisements in the study?

The 'likeability' of the Nike ad and took a test measuring attitudes toward American and Chinese cultural dimensions.

What did ppts in the joint presentation rate americans as more?

Individualistic and in control of their lives, perceiving them as less collectivistic.

What did exposure to both cultures make?

The American identity and value more prominent, especially in individuals with strong local identity

What does the study suggest about globalization and cultural awareness?

That globalization may enhance awareness of cultural heritage.

What does the joint presentation highlight?

Cultural differences, reinforcing traditional values in local communities rather than eroding them

(+) Practical applications

The use of real advertisements reflects the realistic exposure that the media has

(-) Generalisability

It only accounts for young, educated individuals from one cultural group and lacks representation from older adults, other ethnic backgrounds, or people outside the U.S.