Identity Motives and Cultural Priming: Cultural (Dis)Identification in Assimilative and Contrastive Responses

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Identity-Based Consumer Behavior (2012, background): “…cue, Asian-American consumers whose Asian and American cultural identities are not well integrated pursue more American behaviors including an increased propensity for internal attributions (Benet-Martinez et al., 2002; Zou et al., 2008), uniqueness-seeking, and extroversion (Mok & Morris, 2009).”
More Than the Sum of Its Parts: A Transformative Theory of Biculturalism (2017, background): “In particular, low (vs. high) BII biculturals respond to cultural cues in a contrastive manner, suggesting that different identity motives underlie switching behaviors depending on the level of BII (Mok & Morris, 2013; Zou et al., 2008).”
Bicultural Identity Integration (2011, background): “Although cultural frame switching is characteristic of bicultural individuals, individuals high versus low on BII frame-switch in different ways (Benet-Martinez et al., 2002; Cheng, Lee, & Benet-Martinez, 2006; Zou, Morris, & Benet-Martinez, 2008 ).”