Assimilation and Contrast Effects in Cultural Frame Switching

Abstract

This study examines how the valence of cultural cues in the environment moderates the way biculturals shift between multiple cultural identities. The authors found that when exposed to positive cultural cues, biculturals who perceive their cultural identities as compatible (high bicultural identity integration, or high BII) respond in culturally congruent ways, whereas biculturals who perceive their cultural identities as conflicting (low BII) respond in culturally incongruent ways. The opposite was true for negative cultural cues. These results show that both high and low BIIs can exhibit culturally congruent or incongruent behaviors, and have implications for understanding situations where high and low BIIs might adapt differently.