Chiu et al Study (socio)

Question 1

Aim

Answer 1

To investigate if culture priming can evoke a steryotype about in-groups.

Question 2

Procedure

Answer 2

• Sample: Approx 120 Chinese university students
• Step 1: Participants were asked torate the ads on a Likert scale (how much they liked the ad, how much they liked the product) - Ratings were not important, just meant to “prime” a culture
• Three different presentations:
  1. Single - Two McDonald’s burgur ads
  2. Side-by-side joint - One McDonald’s burgur ad, one Chinese Moon Cake ad
  3. Fusion joint - One McDonald’s ad with Chinese calligraphy, one Starbucks Moon Cake ad
• Step 2:All participants watched two commercials for Timex watch (one was designed to the individualist, the other was collectivist) - Individualistic message emphasized concern for oneself and collectivitist message emphasized concern for others
• Step 3: Paticipants were told that a Chinese adeveritising student (part of the in-group) was designing a website and were asked to rate how likely the student would use the indivisualistic or collectivitic message

Question 3

Findings

Answer 3

• All three groups indicated that the chinese student would prefer the individualistic message but the single presentation group showed a stronger preference for it
• Participants who were in the two joint presentation groups predicted that the chinese advertising student was more likely to prefer the collectiveitic message than those in the single presntation condition
• Supports idea that when culture primed, individuals are more likely to use steryotypes (regarding individualism and collectivism) about their own in-group

Question 4

Strengths

Answer 4

• Internal validity (using starbucks as American symbol, it has a history in China - forced to close a store in the Forbidden city

Question 5

Limitations

Answer 5

• Only theoretical generalization is possible (cannot generalize to steryotypes about all cultural dimensions)

Question 6

Ethical Considerations

Answer 6

• Deception (thought study was about ads)
• Use of inducement (paid 20 Yaun ~ $2.50 US)

Question 7

Research Method

Answer 7

Experiment (lab or true)