Journal of Marketing Science ›› 2013, Vol. 9 ›› Issue (2): 90-98.

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Exploring the Cross-culture Difference of Negative Spillover Effect: Based on the Self-construal Theory

Tian Yang, Huang Yunhui, Wang Haizhong, He Liu   

  1. Tian Yang, Strategy Department, GRC Bank;
    Huang Yunhui, School of Business, Nan Jin University;
    Wang Haizhong, School of Business, Sun Yat-Sen University;
    He Liu, School of Business, Wu Yi University.
  • Online:2013-06-01 Published:2013-08-09

Abstract:

With multi-national corporations’ development, the brand scandal of a company could spill over to different countries. Do consumers from different culture have different responses to a brand scandal? Based on the self-construal theory, this paper investigates the cross-culture difference of brand negative spillover effect. A cross-culture experiment and a priming experiment have been adopted, the results show that consumers from eastern countries (interdependent self-construal consumers) have bigger negative spillover effect than consumers from western countries( independent self-construal consumers). This is because interdependent self-construal consumers are inclined to adopt holistic thinking when facing other brands’ scandals; while independent self-construal consumers are inclined to adopt analytic thinking.

Key words: Brand scandal, Negative spillover effect, Cross-culture, Self-construal