Samantha N.N. Cross

Cultural Competence and Cultural Compensatory Mechanisms in Binational Households

Although it is well-known that the U.S. population is increasingly culturally diverse, cultural diversity within U.S. households is less recognized. This study investigates the effects of cultural dynamics on decision roles and influence within the binational household. In particular, the authors study households in which one spouse is from the United States and the other is an immigrant. The analysis uses survey data and in-depth interviews. Cultural competence (i.e., knowledge of country of residence) as a source of expert power and as a form of cultural capital in family decision making emerge as overarching themes. The authors also find that one family member may engage in cultural compensatory mechanisms in consumption in response to the immigrant family members sacrifices (i.e., moving to the United States). The authors close with a discussion of the implications for family decision-making theory, marketers, and society.

Bridging Cultural Divides: The Role and Impact of Binational Families

The binational household, in essence, is a marriage of cultures, providing a bridge between previously disconnected cultural dispositions and consumption experiences. This essay posits that studying the role and impact of this culturally diverse micro-setting adds to the fields knowledge and appreciation of culturally heterogeneous interactions. Understanding the impact of the binational family has several societal and public policy implications. The authors challenge researchers to think of the binational family as an important and relevant context in which to explore marketplace diversity, inclusion, and creativity.

Negotiating cultural ambiguity: the role of markets and consumption in multiracial identity development

Due to their growing social visibility and recognized buying power, multiracial individuals have emerged as a viable consumer segment among marketers. However, there is a dearth of research examining how multiracial populations experience the marketplace. In an attempt to better understand the ways in which multiracial individuals utilize consumption practices as a means of developing and expressing their racial identity, this study examined the lived experience of multiracial (black and white) women. Findings of this phenomenological study indicate that multiracial consumers engage with the marketplace to assuage racial discordance and legitimize the liminal space they occupy. This marketplace engagement is explored through themes such as living in two worlds, the mighty ringlets and forced choice. Multiracial identity is seen to be co-constituted by marketers and consumers. Existing theories proved ineffectual at fully capturing the lived experience connected to the consumer acculturation and socialization processes for those with two distinctly constructed racial backgrounds.

Applying EEG in consumer neuroscience

Purpose This paper aims to review past papers focused on understanding consumer-related topics in marketing and related interdisciplinary fields to demonstrate the applications of electroencephalogram (EEG) in consumer neuroscience. Design/methodology/approach In addition to the review of papers using EEG to study consumer cognitive processes, the authors also discuss relevant decisions and considerations in conducting event-related potential (ERP) studies. Further, a framework proposed by Plassmann et al. (2015) was used to discuss the applications of EEG in marketing research from papers reviewed. Findings This paper successfully used Plassmann et al.’s (2015) framework to discuss five applications of neuroscience to marketing research. A review of growing EEG studies in the field of marketing and other interdisciplinary fields reveals the advantages and potential of using EEG in combination with other methods. This calls for more research using such methods. Research limitations/implications A technical overview of ERP-related terminology provides researchers with a background for understanding and reviewing ERP studies. A discussion of method-related considerations and decisions provides marketing researchers with an introduction to the method and refers readers to relevant literature. Practical implications The marketing industry has been quick to adopt cutting edge technology, including EEG, to understand and predict consumer behavior for the purpose of improving marketing practices. This paper connects the academic and practitioner spheres by presenting past and potential EEG research that can be translatable to the marketing industry. Originality/value The authors review past literature on the use of EEG to study consumer-related topics in marketing and interdisciplinary fields, to demonstrate its advantages over-traditional methods in studying consumer-relevant behaviors. To foster increasing use of EEG in consumer neuroscience research, the authors further provide technical and marketing-specific considerations for both academic and market researchers. This paper is one of the first to review past EEG papers and provide methodological background insights for marketing researchers.

Sensory identity: The impact of olfaction on consumption

Abstract Purpose The authors broaden the scope of consumer identity by introducing individuals’ olfactory abilities and discussing its impact on perception of the self, consumption behaviors, and consumer well-being. Methodology/approach The authors took a mixed-method approach by embedding smell tests during in-depth interviews. A total of 36 interviews were conducted, involving individuals with varying olfactory sensitivity levels, from decreased sensitivity, normal sensitivity, to heightened sensitivity to smell. Findings Emergent themes from the interviews include compensation, perception of self and control under three key areas: levels of olfactory sensitivity, the impact of olfactory sensitivity, and the coping strategies used by participants and their families. These findings show that olfactory sensitivity can either enhance or detract from the consumption experience or trigger memories of people, locations or experiences, indirectly affecting consumer well-being and quality of life. Practical/social implications Findings reveal that olfactory abilities not only shape and form an individual’s identity but also have a profound impact on (1) consumption behavior: time spent browsing or lingering, purchase order, product choice, or shopping venue which has immense practical implications for marketers; and (2) consumer well-being: developing coping strategies at both the individual and family level to mitigate the issues faced in consumption. Originality/value Unlike the other senses, olfactory abilities are often overseen and neglected. The authors show that olfactory abilities are both relevant and salient. The paper is forefront in demonstrating how sensory abilities shape individuals’ identities and in turn influence consumption practices and experiences.

The Role of Marketing in Ritual Evolution

Thanksgiving in the U.S. is a ritual with shared meanings. This research evaluates the meanings of symbolic representations in advertising to understand the role of the media in the construction, maintenance, and evolution of ritual celebration. Thanksgiving advertisements published over a 99-year period are analyzed using a methodological mixture of semiotic analysis, historical analysis and context-driven periodization. The result is a multi-layered understanding of inter-related aspects of advertising history and the role of the media in the evolution of consumption ritual-making. Media are seen as agents for creating and legitimizing cultural norms, adding to our appreciation of normative and cultural-cognitive practices in supporting evolving social institutions. Findings show that marketers create and maintain the norms associated with Thanksgiving celebrations, while reflecting and gradually shifting them, moving us to the next stage in the evolutionary process. This research also highlights how cultural mythmaking strategies are employed and develop into historical brand narratives.

Omission and Commission as Marketplace Trauma

This article discusses the concepts of omission and commission as marketplace trauma within the theoretical framework of cultural trauma theory. The authors identify the meanings and processes of the people, activities, and outcomes likely when marketplace omission and/or commission occur, as well as the factors that elevate these events from collective to cultural trauma. The authors use concepts of social structure, collective practices, and collective discourse in exploring the interconnectivity of marketplace traumas and their actors, victims, and consequences (i.e., constrained consumption, damaged marketing systems, and institutional privilege). They then leverage the same framework to propose further research and corrective actions.

Olfactory Imagery and Emotions: Neuroscientific Evidence

Stevenson and Case (2005) define olfactory imagery as “being able to experience the sensation of smell when an appropriate stimulus is absent.” Olfactory imagery is a form of odor presentation in addition to actual odors. In some cases, odors associated with a product are not necessarily accessible in the marketplace. For example, products are packaged or boxed and shown visually through pictures or ads. Online stores and e-commerce are also marketplaces generally restricted to the possible presentation of sensory information, including odor/scent. However, the relationship and performance between olfactory imagery and real odors have been shown to be very similar (Carrasco and Ridout 1993; Lyman 1988). These studies used multidimensional scaling (MDS) to identify the qualitative dimensions that underlie similarity judgments between real and imagined odors. Mental imagery literature has also provided evidence that odor imagery, along with visual imagery, can be developed and processed in the brain similarly to sensory processing occurring during actual stimuli. This is shown using fMRI and PET (Djordjevic et al. 2005). These authors discovered that olfactory imagery can affect the perception of odor. What has not been explicitly examined is whether odor imagery can also affect the emotions of individuals.

Navigating the Diversity Within

Abstract Purpose This research examines the impact of biculturalism on the decision making, identity perceptions, and consumption patterns of children of parents from different countries of origin and different cultural and ethnic backgrounds (i.e., biculturals from birth). Methodology This research uses semi-structured depth interviews with the adult children of binational households. We use our Cross Ball and Jar (CBJ) projective technique, which utilizes a tactile, hands-on sorting and ranking process to facilitate discussion of the multifaceted identities and cultural affiliations of bicultural consumers. Findings Our findings reveal that these “true” biculturals, growing up within a bicultural and binational home, have a more fluid, less clear-cut perception of their identity. Four emergent themes are examined: “Openness,” “Splitness,” “Outside the Mainstream,” and “Badge of Honor.” Research implications Based on these findings, the complexity of identity perceptions is revealed. Participants’ discussion of their struggles to fit in adds to our efforts to better understand multiculturalism’s impact, an understanding facilitated by the use of our CBJ projective technique. Originality/value of chapter This study raises awareness about the consumption behavior of multicultural consumers and their ongoing interaction with mainstream society. Second, our research extends the current literature on multiculturalism and biculturalism, by focusing on this particular type of bicultural consumer. Finally, this research tests the innovative CBJ projective technique, as a simple and flexible interactive tool to assist researchers in exploring complex, multifaceted identities.

Online Information Processing of Scent-Related Words and Implications for Decision Making

This paper takes a multi-method approach, combining neuroscience methods and behavioral experiments to investigate emotions triggered by olfactory-related information and related consumer decision-making outcomes. In the online context, olfactory information is limited to visual forms of triggering olfactory sensations. The effectiveness of using sensory congruent brand names in online ads to trigger emotions, and the influence on attitudes toward the ad, brand and purchase intentions are examined. Moreover, individual differences in olfactory sensitivity were considered, revealing moderating effects on cognitive and emotional processes. Findings provide managerial and organizational implications for online advertising, branding decisions and market segmentation decisions.