Cultural Frame Switching
This chapter discusses a phenomenon referred to as cultural frame switching; a psychological process experienced by bicultural individuals whereby exposure to a culturally significant cue or stimulus causes the individual to instinctively process the information through one of two cultural mind frames – one more closely aligned to the individual's cultural identity as a member of the dominant culture, the other more closely aligned to the individual's identity as a member of an ethnic or immigrant and usually subordinate culture. As a result of this differential activation, the individual then processes the information and responds within the cultural mind frame activated by the cue. This chapter will look at: the antecedents of this phenomenon; the many cues which can activate either cultural identity; existing research on the subject matter; and the many ways corporate America and Madison Avenue may be overlooking this research thereby missing a valuable opportunity.