Which Do I Prefer? A Theoretical Framework for Biculturals’ Advertising Response Towards Hedonic and Utilitarian Products in Japan

Abstract

In today’s globalized world, individuals are exposed to different cultures, ethnic values and norms. These exposures have led to cultural diversification, which has been playing a role in the increased number of inter-marriages, expatriation, and migration. It has also inevitably become a contributor towards an increased number of biculturals. Biculturals are defined as individuals having dual cultural frameworks (Hong et al. 2000). These cultural frameworks take turn in guiding biculturals’ cognition when they are faced with situations that involves cultural norms, beliefs and values. Generally, these cultural frameworks are of opposite cultural value (e.g. Western vs. Eastern). Biculturals have a complex cognition as they have to switch their respective cultural frames to adapt to a given situation (LaFromboise, Coleman and Gerton 1993). Consumer behavioral studies (Stayman and Deshpande 1989; Hong et al. 2000; Phinney 2002; Forehand and Deshpande 2001) often focus on biculturals living in the United States. These studies examine biculturals’ acculturation process and how their reaction towards advertising plays a role in their purchasing intents. Although United States is well recognized as a melting pot, biculturalism has expanded globally. Biculturalism has shifted its presence from an individualistic culture to an understudied collectivistic culture and economically strong nation such as Japan.