Cultural frame switching

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (Myers-Scotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three models in particular, we review the key concepts of Code-switching, Cultural Frame-Switching and Foreign Language Display, which have been widely used in the marketing and consumer behavior disciplines. The chapter also puts forward potential future lines of research in linguistics and its application to marketing.

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A Review of Psycho- vs. Socio-Linguistics Theories

Analyzing the Cultural Diversity of Consumers in the Global Marketplace - Advances in Marketing, Customer Relationship Management, and E-Services ◽

10.4018/978-1-4666-8262-7.ch011 ◽

2015 ◽

pp. 227-255 ◽

Cited By ~ 1

Author(s):

Juan Miguel Alcántara-Pilar ◽

Salvador del Barrio-García ◽

Esmeralda Crespo-Almendros ◽

Lucia Porcu

Keyword(s):

Consumer Behavior ◽

Foreign Language ◽

Hierarchical Model ◽

Code Switching ◽

Frame Switching ◽

Key Concepts ◽

Cultural Frame Switching

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (Myers-Scotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three models in particular, we review the key concepts of Code-switching, Cultural Frame-Switching and Foreign Language Display, which have been widely used in the marketing and consumer behavior disciplines. The chapter also puts forward potential future lines of research in linguistics and its application to marketing.

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Biculturalism

10.1093/oxfordhb/9780190215217.013.3 ◽

2016 ◽

Cited By ~ 3

Author(s):

Seth J. Schwartz ◽

Dina Birman ◽

Verónica Benet-Martínez ◽

Jennifer Unger

Keyword(s):

Bicultural Identity ◽

Identity Integration ◽

Cultural Backgrounds ◽

Bicultural Identity Integration ◽

Frame Switching ◽

Cultural Frame Switching ◽

Practical Implications

This chapter reviews the construct of biculturalism, focusing on individuals with multiple cultural backgrounds. The chapter focuses on biculturalism as a heterogeneous label, and it covers several variants of biculturalism that have been studied. A number of biculturalism-related constructs are discussed, including endorsement of two or more cultural streams, cultural frame switching, bicultural identity integration, globalization-based biculturalism, and triculturalism (endorsement of three or more cultural streams). Distinctions between biculturalism and triculturalism are discussed, along with consideration of situations in which more than three cultural streams may be intersecting. The chapter concludes with a section on practical implications of biculturalism and on interventions to promote biculturalism in individuals and families.

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