Chui et al

Aim: investigate if exposure to another culture increases stereotype about one's own culture in European American ppts

Procedure

American undergraduates

Conditions:

• Single condition - ppts viewed a Nike ad featuring a male Caucasian model

• Joint presentation condition - the Nike ad was shown alongside a Chinese sports shoe ad with smiling Chinese young men

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

Findings

Ppts in the joint presentation rated Americans as more individualistic and in control of their lives

Perceived Americans as less collectivistic

Exposure to both cultures made American identity and value more prominent, especially in individuals with strong local identity

Conclusion

Study suggests that globalisation may enhance awareness of cultural heritage

Joint presentation highlighted cultural differences, reinforcing traditional values in local communities rather than eroding them

Evaluation

(+) Practical Applications - the use of real advertisements adds a level of ecological validity, as it reflects realistic media exposure

(-) Generalisability - only accounts for young, educated individual from one cultural group. Lacks representation to older adults, individuals from other ethnic or cultural backgrounds, or people outside the U.S