Some recent evidence has suggested that perspective taking skills in everyday life situations may differ across cultural groups. In the present study, we investigated this effect via culture priming in a group of Chinese-English bilingual adults in the context of a communication game. Results showed that the participants made more perspective taking errors when interpreting the game instruction under the Western than the Chinese primes. The findings suggest that the ability to assume others' mental states not only can be (...) used strategically but is also influenced by the currently active cultural frame in the mind of the bilingual. The present study provides the first evidence for a cultural effect on perspective taking using a within-sample approach via culture priming. (shrink)

We empirically examine the effect of two measures of culture, the World Values Survey and Hofstede's six dimensions, on three measures of corruption, Transparency International's CPI, the International Country Risk Guide, and the World Bank's Corruption Index. By adopting three measures of corruption and using a large data set covering many countries over many years, we offer more robust results as to the effects of aspects of culture on corruption. Using the World Values Survey, we find that Trust in (...) society, Control over one's destiny and Respect for others decrease corruption while Obedience increases corruption. We find strong evidence that societies characterized by high Power Distance and Masculinity are more corrupt. Some evidence is found to indicate Long Term Orientation, Indulgence, and Individualism have a negative effect on corruption. The effect of Uncertainty Avoidance on corruption is unclear. The results have implications for international business leaders as well as policy makers. (shrink)

Coastal protection is crucial to human development since the ocean has many values associated with the economy, ecosystem, and culture. However, most ocean protecting efforts are currently ineffective due to the burdens of finance, lack of appropriate management, and international cooperation regimes. For aiding bottom-up initiatives for ocean protection support, this study employed the Mindsponge Theory to examine how the public’s perceived economic and cultural values influence their willingness to support actions to protect the ocean. Analyzing the European-Union-Horizon-2020-funded dataset (...) of 709 respondents from 42 countries, we discovered that perceived economic values have negative effects on the tendency of ocean protection supports (i.e., food, transportation, renewable energy, oil and gas, and recreation). In contrast, certain perceived cultural values can help increase the willingness to do so (i.e., mental well-being and sense of identity). However, the effects of perceived cultural values are only moderately reliable. These findings suggest that designing cultural information delivery campaigns can help promote coastal reserve supports, such as fundraisings and preserving the oceans from the community. (shrink)

Over the years, AI has undergone a transformation from its original aim of producing an ‘intelligent’ machine to that of producing pragmatic solutions of problems of the market place. In doing so, AI has made a significant contribution to the debate on whether the computer is an instrument or an interlocutor. This paper discusses issues of problem solving and creativity underlying this transformation, and attempts to clarify the distinction between theresolutive intelligence andproblematic intelligence. It points out that the advance of (...) ‘intelligent’ technology, with its failure to make a clear distinction betweenresolutive andcreative intelligence, could contribute to the further cultural marginalisation of human activities not connected with production. A further danger is that AI products may suffer a further loss of social reputation and prestige for those activities for which it is not possible to build artificial devices. (shrink)

Recognizing the growing interdependence of the European Union and the importance of codes of conduct in companies’ operations, this research examines the effect of a country’s culture on the implementation of a code of conduct in a European context. We examine whether the perceptions of an activity’s ethicality relates to elements found in company codes of conduct vary by country or according to Hofstede’s (1980, Culture’s Consequences (Sage Publications, Beverly Hills, CA)) cultural constructs of: Uncertainty Avoidance, Masculinity/Femininity, Individualism, and (...) Power Distance. The 294 individuals, who participated in our study, were from 8 Western European countries. Their responses to our 13 scenarios indicate that differences in the perceptions of ethicality associate primarily with the participants’ country as opposed to their employer (i.e., accounting firm), employment level, or gender. The evidence also indicates that these country differences associate with Hofstede constructs of Individualism and Masculinity. (shrink)

This paper examines the relationship between organizational ethical culture in two large international CPA firms, auditors'' personal values and the ethical orientation that those values dictate, and judgments in ethical dilemmas typical of those that accountants face. Using an experimental task consisting of multiple judgments designed to vary in "moral intensity" (Jones, 1991), and unique as well as tried-and-true approaches to variable measurements, this study examined the judgments of more than three hundred participants in our study. ANCOVA and path analysis (...) results indicate that: (1) Ethical judgments in situations of high moral intensity are affected by personal values and by environmental variables, such as the professional code of conduct (direct and indirect effects) and previous ethics instruction (direct effect only). (2) Corporate ethical culture, and a relatively strong firm rules-orientation, affect auditors'' idealism but not relativism, and therefore indirectly affect ethical judgments. Jones'' (1991) moral intensity argument is supported: differences in the characteristics of specific judgment tasks apparently result in different decision processes. (shrink)

This article examined the effect of culture and religiosity on perceptions of business ethics among students in a tertiary institution in Malaysia. A structured questionnaire was developed with scenarios on various aspects of business ethics, and self-administered to the students in the business studies program. The results from 767 respondents showed that there were significant differences among the Malays, Chinese, and Indian students on seven scenarios namely selling hazardous products, misleading instructions, selling defective products, padding expense account, taking sick to (...) take a day off, keeping quiet on defective products, and respond to supplier's take good care of clients attitude. There was also an association between culture and religiosity. The MANOVA results also showed that culture and religiosity have an effect on perceptions of business ethics. (shrink)

This study developed and tested a model of culture’s effect on budgeting systems, and hypothesized that system variables and reactions to them are influenced by culture-specific work-related and ethical values. Most organizational and behavioral views of budgeting fail to acknowledge the ethical components of the problem, and have largely ignored the role of culture in shaping organizational and individual values. Cross-cultural differences in reactions to system design variables, and in the behaviors motivated or mitigated by those variables, has implications (...) for the design and effectiveness of budgeting systems. The data largely support our research model, demonstrating the hypothesized national cultural differences in system design variables (e.g., participation, standards tightness, budget emphasis, etc. which we characterized as the opportunity and incentives to create budgetary slack), and the expected relationship between incentives (but not opportunity) to create slack and slack creation behavior. The data demonstrate hypothesized cultural differences in ethical ideology but show ethical ideology related to slack creation behavior only for U.S. managers. A discussion of the results and their implications is included. (shrink)

This study investigates the relationship between intention to behave ethically and gender within the context of national culture. Using Reidenbach and Robin's measures of the ethical dimensions of justice and utilitarianism in a sample of business students from three different countries, we found that gender is significantly related to the respondents' intention to behave ethically. Women relied on both justice as well as utilitarianism when making moral decisions. By contrast, men relied only on justice, and did not rely on utilitarianism (...) when faced with the same ethical issues. Further, women's intention to behave was contextual, significantly affected by two national culture dimensions (uncertainty avoidance and individualism), whereas men's decisions were more universal, and not related to national culture dimensions. (shrink)

This study investigates the relationship between intention to behave ethically and gender within the context of national culture. Using Reidenbach and Robin's measures of the ethical dimensions of justice and utilitarianism in a sample of business students from three different countries, we found that gender is significantly related to the respondents' intention to behave ethically. Women relied on both justice as well as utilitarianism when making moral decisions. By contrast, men relied only on justice, and did not rely on utilitarianism (...) when faced with the same ethical issues. Further, women's intention to behave was contextual, significantly affected by two national culture dimensions (uncertainty avoidance and individualism), whereas men's decisions were more universal, and not related to national culture dimensions. (shrink)

Some of the traditions and cultural beliefs and practices of the Idoma people of Nigeria have been influenced both positively and negatively as a result of the advent of Christianity in the area. The aim of this research is to investigate some of the cultural beliefs and practices of the Idoma people before the advent of Christianity, the people’s response to the new faith and the propelling factors behind the responses of the people. In doing so, a comparative (...) study on these beliefs and practices after the advent of Christianity in Idoma traditional society was done. The study adopts a qualitative phenomenological research design and descriptive method for data analysis. Personal interviews form a primary source of data collection, while the secondary source includes library sources. This method of study was chosen to allow the data collected to speak for themselves without any interference from the researchers. The study unveils that the advent of Christianity in the Idoma traditional society had some impact and consequences on the traditional and cultural practices of the people, such as death and burial ceremonies, the Aje-alekwu festival and widowhood practices among others. The study recommends that there should be a synergy between Idoma traditional beliefs and practices and Christianity for peaceful co-existence, progress and development in the area. Contribution: It is erroneously believed that in the contemporary society, traditional religious practices are going to die and become a thing of the past. However, one would observe from this study that Idoma people still hold their traditional beliefs and practices in high esteem despite the influence of Christianity in the area. (shrink)

ABSTRACTThe issue of soli or content-influencing gifts and its relations to the professional practice of journalist and other media workers has become a subject of discussion among academic researchers and general audiences. It is against this background that this article examines media practitioners’ understanding of the culture and moral implications of soli and its effects on professional journalism in the northern region of Ghana. Using qualitative approaches, the study revealed that in Ghana, soli is both a moral and (...) class='Hi'>cultural problem, and when accepted, it undermines objective, balanced, and independent news reportage. This project concludes that any discourse on soli must take into consideration the cultural and philosophical foundations of journalism within a developmental context, as well as the various global socio-cultural insti... (shrink)

Previous research has suggested that in cultural production fields the concatenation of eminence explains success, defined as influence and innovation. We propose that individuals in fields as diverse as philosophy, literature, mathematics, painting, or architecture gain visibility by cumulating the eminence of others connected to them across and within generations. We draw on interaction ritual chain and social movement theories, and use evidence from the field of modernist architecture, to formulate a model of how networks of very strong ties (...) generate motivations and emotional enthusiasm, change reputations, and form collective movements that over time transform the structure of cultural fields. Because major aesthetic innovations break sharply with older styles, they need very strong group solidarity over a long period of time to propagate a new standard of practice. We propose mutual halo effects, i.e., the reciprocal reinforcement of upstream and downstream prestige on a given individual node, as the key factor accounting for success in a cultural production field. We discuss the relevance of these results for building a model of influence and innovation in cultural production fields in which networks—reshaped by shifting technological, political, and economic conditions—trigger new styles. (shrink)

We report two experimental studies of human perceptions of robotic facial expressions while systematically varying context effects and the cultural background of subjects. Except for Fear, East Asian and Western subjects were not significantly different in recognition rates, and, while Westerners were better at judging affect from mouth movement alone, East Asians were not any better at judging affect based on eye/brow movement alone. Moreover, context effects appeared capable of over-riding such cultural differences, most notably for (...) Fear. The results seem to run counter to previous theories of cultural differences in facial expression based on emoticons and eye fixation patterns. We connect this to broader research in cognitive science – suggesting the findings support a dynamical systems view of social cognition as an emergent phenomenon. The results here suggest that, if we can induce appropriate context effects, it may be possible to createculture-neutral modelsof robots and affective interaction. (shrink)

We report two experimental studies of human perceptions of robotic facial expressions while systematically varying context effects and the cultural background of subjects. Except for Fear, East Asian and Western subjects were not significantly different in recognition rates, and, while Westerners were better at judging affect from mouth movement alone, East Asians were not any better at judging affect based on eye/brow movement alone. Moreover, context effects appeared capable of over-riding such cultural differences, most notably for (...) Fear. The results seem to run counter to previous theories of cultural differences in facial expression based on emoticons and eye fixation patterns. We connect this to broader research in cognitive science – suggesting the findings support a dynamical systems view of social cognition as an emergent phenomenon. The results here suggest that, if we can induce appropriate context effects, it may be possible to createculture-neutral modelsof robots and affective interaction. (shrink)

Why do minority groups tend to be discriminated against when it comes to situations of bargaining and resource division? In this paper, I explore an explanation for this disadvantage that appeals solely to the dynamics of social interaction between minority and majority groups---the cultural Red King effect. As I show, in agent-based models of bargaining between groups, the minority group will tend to get less as a direct result of the fact that they frequently interact with majority group members, (...) while majority group members meet them only rarely. This effect is strengthened by certain psychological phenomenon---risk aversion and in-group preference---is robust on network models, and is strengthened in cases where pre-existing norms are discriminatory. I will also discuss how this effect unifies previous results on the impacts of institutional memory on bargaining between groups. (shrink)

We report two experimental studies of human perceptions of robotic facial expressions while systematically varying context effects and the cultural background of subjects. Except for Fear, East Asian and Western subjects were not significantly different in recognition rates, and, while Westerners were better at judging affect from mouth movement alone, East Asians were not any better at judging affect based on eye/brow movement alone. Moreover, context effects appeared capable of over-riding such cultural differences, most notably for (...) Fear. The results seem to run counter to previous theories of cultural differences in facial expression based on emoticons and eye fixation patterns. We connect this to broader research in cognitive science – suggesting the findings support a dynamical systems view of social cognition as an emergent phenomenon. The results here suggest that, if we can induce appropriate context effects, it may be possible to create culture-neutral models of robots and affective interaction. (shrink)

The use of the category of race in science remains controversial. During the last few years there has been a lively debate on this topic in the field of a relatively young neuroscience discipline called cultural neuroscience. The main focus of cultural neuroscience is on biocultural conditions of the development of different dimensions of human perceptive activity, both cognitive or emotional. These dimensions are analysed through the comparison of representatives of different social and ethnic groups. In my article, (...) I present arguments supporting these two hypotheses: the other-race effect understood as an individual, distinct effect does not exist. It is rather an exemplification of a much broader phenomenon which I call theunfamiliarity homogeneity effect. It includes not only problems with differentiation and recognition of faces of representatives of other ethnic groups, but also covers similar recognitional difficulties ; The race-based terminology and categories are used in cultural neuroscience research in a vague and inconsistent manner. Such an approach distorts the science both in empirically and conceptually significant respects. The unfamiliarity homogeneity effect is an example of such a situation: narrowing it to the other-race effect makes it difficult to analyse in a wider context crucial for its understanding. (shrink)

Name der Zeitschrift: Cognitive Linguistics Jahrgang: 26 Heft: 2 Seiten: 331-359.

Information changes as it is passed from person to person, with this process of cultural transmission allowing the minds of individuals to shape the information that they transmit. We present mathematical models of cultural transmission which predict that the amount of information passed from person to person should affect the rate at which that information changes. We tested this prediction using a function-learning task, in which people learn a functional relationship between two variables by observing the values of (...) those variables. We varied the total number of observations and the number of those observations that take unique values. We found an effect of the number of observations, with functions transmitted using fewer observations changing form more quickly. We did not find an effect of the number of unique observations, suggesting that noise in perception or memory may have affected learning. (shrink)

We investigated cultural differences between U.S. and Japanese color preferences and the ecological factors that might influence them. Japanese and U.S. color preferences have both similarities and differences. Complex gender differences were also evident that did not conform to previously reported effects. Palmer and Schloss's weighted affective valence estimate procedure was used to test the Ecological Valence Theory's prediction that within-culture WAVE-preference correlations should be higher than between-culture WAVE-preference correlations. The results supported several, but not all, predictions. In (...) the second experiment, we tested color preferences of Japanese–U.S. multicultural participants who could read and speak both Japanese and English. Multicultural color preferences were intermediate between U.S. and Japanese preferences, consistent with the hypothesis that culturally specific personal experiences during one's lifetime influence color preferences. (shrink)

The study reported in this paper sought to examine the extent to which organisational leadership support and organisational culture explain the effect of regulation on sustainable procurement practice, as insights into this relationship is lacking in the extant literature. Useable survey data from 322 Ghanaian organisations were analysed using descriptive statistics, and structural equation modelling techniques. The analysis examined the nature of sustainable procurement practice in an African context, and the potential mediating effects of organisational leadership support and organisational (...) culture on regulation’s relationship with sustainable procurement. The findings reveal a moderate sustainable procurement practice in Ghanaian organisations, a significantly positive effect of regulation on related practices, and a mediation effect of organisational leadership support on regulation’s relationship with sustainable procurement. There was, however, no mediation effect relative to organisational culture. Potential relevance and implications of the study for theory and practice are explored in the discussion and conclusion sections. (shrink)

This paper explores the relationship between attitudes to corporate social responsibility (CSR) and the cultural dimensions of business activity identified by Hofstede & Hofstede using a sample of nearly 90,000 stakeholders drawn from 28 countries. We develop five general propositions relating attitudes to CSR to aspects of culture. We show that the propensity of consumers to punish firms for bad behaviour varies in ways that appear to relate closely to the cultural characteristics identified by Hofstede. Furthermore, this variation (...) appears to be understandable in terms of the standard interpretation of the Hofstede dimensions, suggesting that cultural variation in the attitudes of consumers may play an important role in helping us to understand variations in CSR across countries. This in turn has implications for how managers of multinational companies should implement CSR strategies in different cultural contexts. (shrink)

We investigated the effect of culture, moral discourse, and motivation to engage in prosocial behavior on benefactors’ positive affect. Participants from three cultures responded to scenarios in which they could perform small acts of kindness for different targets. A stronger relationship between agentic and obligated motivation to perform acts of kindness, as well as between obligated motivation and positive affect, was observed for participants from Japan, and for individuals with higher endorsement of the Community Ethic. Agentic motivation to engage in (...) prosocial behavior was related to benefactors’ positive affect, regardless of relationship type. (shrink)

This paper explores the relationship between attitudes to corporate social responsibility (CSR) and the cultural dimensions of business activity identified by Hofstede & Hofstede using a sample of nearly 90,000 stakeholders drawn from 28 countries. We develop five general propositions relating attitudes to CSR to aspects of culture. We show that the propensity of consumers to punish firms for bad behaviour varies in ways that appear to relate closely to the cultural characteristics identified by Hofstede. Furthermore, this variation (...) appears to be understandable in terms of the standard interpretation of the Hofstede dimensions, suggesting that cultural variation in the attitudes of consumers may play an important role in helping us to understand variations in CSR across countries. This in turn has implications for how managers of multinational companies should implement CSR strategies in different cultural contexts. (shrink)

Music is the carrier through which human beings express their emotions. It can clean up their hearts and seek emotional resonance. The combination of music and artificial intelligence, when music meets artificial intelligence, the mathematical logic part of data and algorithm replaces the image thinking, resulting in automatic music production. The basic principle of music creation is to use artificial intelligence technology to conduct in-depth training on a large number of songs, and then build a database. Then, within a certain (...) period of time, extract a segment from several songs, and then decompose it to form a new melody. The automatic music production is the collision of music and technology. With the flying of code and notes, it creates a different kind of beauty. Music culture is a new field of music application. With its refreshing audio-visual effect, it has made people have a new understanding of music and has become a hot topic in current mass cultural activities. The sound quality characteristics of music culture programs determine the characteristics of simple, fast and efficient design. However, the current audio and video design still stays in the traditional audio and video form design, with low design efficiency, long cycle, high cost and high requirements for designers. In view of the fact that the traditional audio and video design mode in China's music and cultural programs cannot meet the needs of performance programs at present, this paper proposes a design scheme of audio and visual effects of music and cultural programs with intelligent devices as the core, and develops a complete set of audio and visual effects aided design system on this basis. (shrink)

The world's population is currently overcoming one of the worst pandemics, and the psychological and social effects of this are becoming more apparent. We will present an analysis of the psychosocial effects of COVID-19: first, a cross-sectional study in an Ecuadorian sample and second, a comparative study between two samples from the Ecuadorian and Spanish populations. Participants completed an online survey to describe how they felt before and after confinement; analyze which emotional and behavioral variables predict depressive symptoms, (...) anxiety, and stress perceived after the confinement; carry out a comparative study in a sample of Ecuadorian and Spanish surveys. Results indicate, first, that Ecuadorians experience significantly more depressive symptoms, anxiety, and stress after confinement. Second, variables which predict depressive symptoms and anxiety are greater public prosocial tendency, less stress as a challenge, and greater stress as a threat, as well as an empathetic tendency that implies greater emotional regulation. Experienced stress after confinement was predicted by a greater public prosocial tendency, as well as an empathetic tendency. Finally, scores for depression, anxiety, and stress are higher after confinement in both countries. However, results reveal the similarity of the psychosocial effects that are being experienced, regardless of the country, and the differences in the variables that can help explain these effects. This can contribute to the constitution of intervention plans which aim to soften and alleviate the effects produced by a situation such as that experienced with COVID-19. (shrink)

Western music is characterized primarily by simple meters, but a number of other musical cultures, including Turkish, have both simple and complex meters. In Experiment 1, Turkish and American adults with and without musical training were asked to detect metrical changes in Turkish music with simple and complex meter. Musicians performed significantly better than nonmusicians, and performance was significantly better on simple meter than on complex meter, but Turkish listeners performed no differently than American listeners. In Experiment 2, members of (...) Turkish classical and folk music clubs who were tested on the same materials exhibited comparable sensitivity to simple and complex meters, unlike the American and Turkish listeners in Experiment 1. Together, the findings reveal important effects of musical training and culture on meter perception: trained musicians are generally more sensitive than nonmusicians, regardless of metrical complexity, but sensitivity to complex meter requires sufficient exposure to musical genres featuring such meters. (shrink)

For most nurses world-wide, activities are centred around working directly with patients and so the nurse-patient relationship is of the greatest importance. Ethnocentrism on the part of the health care community has led to misdiagnosis, mistreatment and undertreatment of culturally diverse individuals world-wide. This author discusses a tool, Greipp's Model of Ethical Decision-Making, which can be used to assist nurses in analysing the effects of culture, beliefs and diversity upon the caregiver and care recipient within an ethical framework.

BackgroundUsing Bourdieu’s cultural capital theory, this paper discusses the inequality of Chinese urban residents’ participation in physical activities caused by cultural capital and explores the relationship and role of residents’ income and self-rated health in cultural capital and physical activity participation.MethodsUsing Chinese social survey data, the proposed assumptions were tested and analyzed by using a linear regression model.ResultsCultural capital can promote the participation of Chinese urban residents in physical activities, and personal income and health self-assessment play an (...) intermediary role in promoting residents’ participation in physical activities.ConclusionPromoting Chinese residents’ participation in physical activities can be realized not only through traditional publicity and sports venue construction but also by increasing residents’ educational level, art appreciation level and health awareness. (shrink)

Planning ability is important in everyday functioning, and a key measure to assess the preparation and execution of plans is the Tower of London task. Previous studies indicate that older adults are often less accurate than the young on the ToL and that there may be cultural differences in performance on the task. However, potential interactions between age and culture have not previously been explored. In the current study we examined the effects of age on ToL performance in (...) an Asian culture and a Western culture. We also explored whether working memory, age, education, and socioeconomic status explained variance in ToL performance across these two cultures. Results indicated that age effects on ToL performance were greater in the Malaysian sample. Subsequent moderated mediation analysis revealed differences between the two cultures, in that the age-related variance in ToL accuracy was accounted for by WM capacity at low and medium education levels only in the Malaysian sample. Demographic variables could not explain additional variance in ToL speed or accuracy. These results may reflect cultural differences in the familiarity and cognitive load of carrying out complex planning tasks. (shrink)

This experiment examined the effects of three elements comprising Jones' (1991) moral intensity construct, (social consensus, personal proximity, and magnitude of consequences) in a cross-cultural comparison of ethical decision making within a human resource management (HRM) context. Results indicated social consensus had the most potent effect on judgments of moral concern and judgments of immorality. An analysis of American, Eastern European, and Indonesian responses also indicted socio-cultural differences were moderated by the type of HRM ethical issue. In (...) addition, individual differences in personal ethical ideology (relativism and idealism) varied reliably with moral judgments after controlling for issue characteristics and socio-cultural background. (shrink)

Previous studies suggested that culture have impact on students' mathematics achievement and subjective wellbeing, but few investigated the effects of culture on the balance between them. Drawing on Hofstede's cultural dimensions theory, this study investigated the effects of culture on balance between students' mathematics achievement and subjective wellbeing. Results showed the significant effects of cultural dimensions of long-term orientation vs. short-term orientation and indulgence vs. restraint. Students from countries of high long-term orientation and low indulgence (...) culture were more likely to get both high mathematics achievement and high SWB. Besides, wealth-related variables and gender were also found to influence the odds ratio of balance. The findings confirmed the effects of national culture on the balance between mathematics achievement and SWB. Based on the findings, this study discussed the effects of long-term orientation and restraint culture and Confucian heritage culture's potential benefit. The results indicate that mathematics educators should consider cultural differences in educational practice and stress the importance and meaning of mathematics learning. (shrink)

This paper addresses a significant gap in the conceptualization of business ethics within different cultural influences. Though theoretical models of business ethics have recognized the importance of culture in ethical decision-making, few have examinedhow this influences ethical decision-making. Therefore, this paper develops propositions concerning the influence of various cultural dimensions on ethical decision-making using Hofstede''s typology.

Much of early western research has focused on identity. A primed identity can inhibit the priming of other alternative identities, and also negatively affect the intention to purchase products related to those alternative identities. In western culture, individuals operate within a cultural framework that makes them more likely to prioritize their own goals and less likely to rely on environmental factors when evaluating others. Individuals are more likely to choose products that fit their primed identity. In this study, we (...) suggest that in collectivist Chinese culture, individuals may give priority to group-level goals and attach more importance to situational factors when evaluating others. Therefore, a primed identity may not necessarily inhibit the priming of alternative identities. In this research, we examine the association between a focal identity and alternative identities, with particular emphasis on the accessibility, discrepancies, and effects on purchase intention of alternative identities. We also examine the intent to purchase products related to the alternative identity vs. the focal identity, developing a model with which to explore this construct. We test four hypotheses through experiments using an online questionnaire and analyzing the resulting data using statistical product service solutions 22.0 and the PROCESS macro modeling tool. The results are as follows: First, the association between a focal identity and alternative identity has a positive impact on the accessibility of the alternative identity. The clearer the alternative identity is, the greater the impact of the association between the focal identity and alternative identity on the latter’s accessibility. Second, the accessibility of the alternative identity has a positive impact on the intent to purchase alternative identity vs. focal identity-related products. The greater the discrepancy between the focal identity and the alternative identity, the greater the impact on the intent to purchase alternative identity vs. focal identity-related products. The results of this study confirmed the interaction between identity association and the clarity of the alternative identity, as well as the influence of the accessibility of the alternative identity on the intent to purchase alternative identity vs. focal identity-related products. We contribute to the development of a theory on intention to purchase identity-related products. (shrink)