Author
Listed:
- Lassiter, Rebekah
(Wake Forest University, USA)
- Kiang, Lisa
(Wake Forest University, USA)
- Silman, Alycia
(Wake Forest University, USA)
- Yule, Katherine-Thu
(Wake Forest University, USA)
- Wu, Xiaotong (Eva)
(Northeastern University, USA)
- Fan, Yang
(Mental Health Clinician, USA)
- Maxime, Ashley
(Wake Forest University, USA)
- Alexanian, Madeline
(University of Wisconsin-Madison, USA)
- Busquets, Marisa
(Wake Forest University, USA)
- Stuckey, Zoe N.
(Wake Forest University, USA)
Abstract
Cultural insensitivity (ie improper response to cultural traditions and styles) has increased with globalisation and intercultural contact. At the same time, little is understood about when and how cultural insensitivity might be perceived, especially within everyday contexts. To assess this, two cohorts of young adults (Cohort 1: n = 100, 69 per cent white, 59 per cent male; Cohort 2: n = 167, 65 per cent white, 48 per cent male) were presented with real-world images and situations that could be viewed as culturally insensitive. Cohort 2 participants were also asked about their opinions on companies changing their marketing strategies to address perceived cultural insensitivities. Quantitative and qualitative responses reflected a range of opinions. Our study suggests that young adults who perceived marketing changes to be appropriate were also more likely to perceive cultural insensitivities across scenarios, suggesting a general consciousness of cultural ideology. Women, also, identified all the given scenarios as more culturally insensitive than did men. This paper builds insight into how young adults respond to and reason about culturally relevant concerns, which has implications for contemporary rhetoric around positive and negative views of political correctness. Considering the global nature of cultural insensitivity, more widespread examinations of its processes, in other societies, is essential. Additionally, the need for increased awareness and critical cognisance of cultural sensitivity is vital to guide everyday interactions with others.
Suggested Citation
Lassiter, Rebekah & Kiang, Lisa & Silman, Alycia & Yule, Katherine-Thu & Wu, Xiaotong (Eva) & Fan, Yang & Maxime, Ashley & Alexanian, Madeline & Busquets, Marisa & Stuckey, Zoe N., 2024.
"Cultural sensitivity in consumer goods and marketing : A mixed methods exploration,"
Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 9(1), pages 45-60, December.
Handle:
RePEc:aza:jcms00:y:2024:v:9:i:1:p:45-60
Download full text from publisher
As the access to this document is restricted, you may want to search for a different version of it.
Corrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jcms00:y:2024:v:9:i:1:p:45-60. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
We have no bibliographic references for this item. You can help adding them by using this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .
Please note that corrections may take a couple of weeks to filter through
the various RePEc services.