Aversive Response Towards Culture Fusion Is Moderated by the Source of Foreign Cultural Inflow

Abstract

Culture fusion reflects blending of elements from distinct cultures that produces a novel, hybrid cultural representation. Prior research among participants in the USA revealed that fusion of cultural elements from the USA and China could be perceived as contamination of one’s local culture and evokes disgust. It remains unknown whether this aversion to culture fusion generalizes to other samples and is contingent on perceivers’ attitudes toward the source of the foreign culture. Here, we tested these questions across two studies. Participants were exposed to different patterns of culture mixing of their own local culture and two foreign cultures (one relatively favored and one relatively disfavored). Across both studies (Singaporean participants in Study 1 and Hong Kong participants in Study 2), the results replicated prior findings suggesting that culture fusion elicits stronger negative evaluations (e.g., disgust, discomfort) compared to other patterns of culture mixing (i.e., presentation of local and foreign elements side-by-side). Importantly, a Mixing Type × Foreign Source interaction emerged, such that participants in both studies reacted more negatively to culture mixing involving a less favored (China) than a more favored (USA) culture, with negative reactions especially pronounced toward culture fusion. This aversive response was moderated by patriotism in Singapore but not in Hong Kong. These findings demonstrate that response to culture mixing depends on intergroup attitudes toward foreign cultures, and culture fusion is especially aversive when involving cultural inflows from a disfavored out-group. The contribution of geopolitical differences between Singapore and Hong Kong on these findings are also considered.