One Individual, Two Identities: Frame Switching among Biculturals
David Luna, Torsten Ringberg, Laura A. Peracchio
Journal of Consumer Research · 2008 · Volume 35 · Issue 2
Abstract
Bicultural bilingual individuals have incorporated two cultures within themselves and speak the languages of those cultures. When cued by a particular language, these individuals activate distinct sets of culture-specific concepts, or mental frames, which include aspects of their identities. Three studies show that language-triggered frame switching (i.e., switching from one set of mental frames to another) occurs only with biculturals, not with bilinguals who are not bicultural. The studies uncover frame switching at the within-individual level, and they include both qualitative and experimental evidence. They also provide a methodology to identify the relative activation strength of specific mental frames in different languages.
Keywords
Self-Concept, Advertising, Cultural Theories and Analysis, Language, Experimental Design and Analysis (ANOVA)
Enable JavaScript for citation tools and additional paper interactions.