Nonetheless, because the psychological
characteristics of the Chinese consumers
are different, foreign companies often
feel the needs to adapt their products to
the local consumers, mixing elements of
foreign and local cultures in the design
of the products.
I will refer to this type of products
as culturally mixed products.
Do Chinese consumers’ higher levels of
materialism and experience of restricted
relational mobility have any effects
on their acceptance of
culturally mixed products?
Recall that we also asked the Chinese
consumers in our cross-national survey
to indicate their acceptance
of these products.
We asked them what they would like to
order for themselves in an American
fast food store in China.
On the menu are seven typical American
fast food items, like the fried chicken
and the burger.
The remaining six items are fusion foods.
An example being the Beijing duck wrap.
We also asked participants how much
they liked each of these items,
as well as how culturally mixed
they felt each food item was.
Chinese consumers do perceive the six
fusion items to be more culturally mixed
than the seven American items.
They also rated all six fusion food items
to be culturally mixed.
In general, Chinese consumers welcome
culturally mixed products.
Compared to American consumers,
Chinese consumers are more likely to choose
the culturally mixed items for themselves.
Moreover, relational mobility predicts
Chinese consumers’ acceptance of
culturally mixed items.
Chinese consumers who reported having
experienced high relational mobility like
culturally mixed products more.
When the Chinese feel that they can develop
new relations and leave current
relations more easily, they are more
culturally open in consumption;
they are more willing to try out novel
food that have ingredients from
dissimilar cultures.
Conspicuous consumption predicts
Chinese consumers’ acceptance of
culturally mixed items as well.
Those who favor conspicuous consumption
are also more willing to
try out fusion food.
This is the case because the fusion food
combines Chinese ingredients with
American ingredients, and many Chinese
perceive things from American culture
to have higher status.
Thus, trying out fusion food may help
to signal higher social status.