Framing the Bicultural Consumer: How Language and Group Identity Shift Loss Aversion in Marketing

Abstract

Companies find it difficult to synchronize their messages with the oscillating sense of identity of the bicultural consumer that experiences a rapid change in identity, depending on situations. The paper has suggested a Cultural Nudging Framework that is shaped by two main ideas: loss aversion (the fear of losing something valuable) and bicultural frame switching (the inclination to alternate the views between the cultural identities). Studies show that subtle cues, such as the language used in an advertisement, can activate either a Collectivist (grouporiented) or Individualist (self-oriented) mindset. Once triggered, this shift alters what the consumer perceives as the real loss, which could be financial, social, or familial. The framework that’s been proposed in this paper offers marketers a practical way to align their message with a bicultural consumer shopping interests. This alignment becomes critical in that it turns a segment that is usually missed into a very responsive segment. Through the conscious use of linguistic cues, marketers will be able to circumvent the vagueness of a dual identity and simply exploit the currently hegemonic value system of the consumer. The focus of this paper consists of a main introduction to the world of applied cultural psychology as a prescriptive marketing voice, which introduces a blueprint of what more accurate and more effective crosscultural communication entails. More importantly, the framework does not discuss the simple language ONtranslation, but rather a more effective and detailed process of identity triggering. This advanced method makes sure that the perceived emotional significance of the possible loss, which could be an individual material downgrade or a national disgrace, is overdramatized and will cause the persuasiveness of the message to increase many times over.