Influence of the Relative Position of Cultural Symbols on the Evaluation of Culture Mixing

Abstract

Abstract: With the development of globalization, the phenomenon of culture mixing has become increasingly common, but consumers have different reactions to it. Based on the perspective of spatial metaphor and the theory of terror management, this paper thoroughly discusses whether and how a vertical change in the relative position of mixed cultural symbols influences consumers' attitudes. The results show that consumers' evaluation of the culture-mixing pattern of foreign culture above home culture is significantly lower than that of home culture above foreign culture, and perceived cultural threat plays a completely mediating role. But when the upper cultural symbol is significantly smaller than the lower culture symbol, the main effect of up-down image schema will no longer exist. As the first-ever attempt to explore the influence of the relative spatial position of cultural symbols from the perspective of spatial metaphor, this study not only opens up a new research perspective for the study of culture mixing, but also provides important guidance and reference for enterprises' cultural mixed products or marketing design.

Key words: culture mixing, up-down image schema, cultural threat, spatial metaphor

Nie Chunyan, Wang Tao, Wei Hua. Influence of the Relative Position of Cultural Symbols on the Evaluation of Culture Mixing[J]. Management Review, 2022, 34(5): 146-155.

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