A Review of Psycho- vs. Socio-Linguistics Theories

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.

Biculturalism

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.

A Review of Psycho- vs. Socio-Linguistics Theories

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.

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.