People who are bicultural and speak two languages may actually shift their personalities when they switch from one language to another, according to new research in the Journal of Consumer Research.
"Language can be a cue that activates different culture-specific frames," write David Luna (Baruch College), Torsten Ringberg, and Laura A. Peracchio (University of Wisconsin-Milwaukee).
The authors studied groups of Hispanic women, all of whom were bilingual, but with varying degrees of cultural identification. They found significant levels of "frame-shifting" (changes in self perception) in bicultural participants—those who participate in both Latino and Anglo culture. While frame-shifting has been studied before, the new research found that biculturals switched frames more quickly and easily than bilingual monoculturals.
The authors found that the women classified themselves as more assertive when they spoke Spanish than when they spoke English. They also had significantly different perceptions of women in ads when the ads were in Spanish versus English. "In the Spanish-language sessions, informants perceived females as more self-sufficient and extroverted," write the authors.
In one of the studies, a group of bilingual U.S. Hispanic women viewed ads that featured women in different scenarios. The participants saw the ads in one language (English or Spanish) and then, six months later, they viewed the same ads in the other language. Their perceptions of themselves and the women in the ads shifted depending on the language. "One respondent, for example, saw an ad's main character as a risk-taking, independent woman in the Spanish version of the ad, but as a hopeless, lonely, confused woman in the English version," write the authors.
The shift in perception seems to happen unconsciously, and may have broad implications for consumer behavior and political choices among biculturals.
David Luna, Torsten Ringberg, and Laura A. Peracchio. "One Individual, Two Identities: Frame-Switching Among Biculturals" Journal of Consumer Research: August 2008.
- PHYSICAL SCIENCES
- EARTH SCIENCES
- LIFE SCIENCES
- SOCIAL SCIENCES
Subscribe to the newsletter
Stay in touch with the scientific world!
Know Science And Want To Write?
- Global 'Roadmap' Shows Where To Put Roads Without Costing The Earth
- Schrödinger's Picture: Researchers Take An Image Without Ever Detecting Light
- Old Dope, New Tricks: The New Science Of Medical Cannabis
- E-Cigarettes Versus Cigarettes: 10X Decrease In Second-Hand Smoke
- Anger Face Is Universal, And It Evolved Because Of Psychology
- Aconite: Chinese Herbal Medicine Turns Deadly
- The Saddam Tapes: Hussein Was A Mass-Murdering Despot, But A Sincere One
- "There are also these two articles :http://arxiv.org/abs/1110.3795Quantum nonlocality based on finite..."
- "My article CMB B-modes, spinorial space-time and Pre-Big Bang (II) can be found in this note :http..."
- "Hi chorasimilarity,I don't consider it much of a conflict of interests, at least in experimental..."
- "ED, let me just say this about the math issues. Since the Winnower Paper I've been submitted..."
- "Well, now we just have to solve the prescription drug deaths issue...."
- Cellphone addiction 'an increasingly realistic possibility,' Baylor study finds
- 'K-to-M' histone mutations: How repressing the repressors may drive tissue-specific cancers
- Copper shines as flexible conductor
- Plug n' play protein crystals
- Managing coasts under threat from climate change and sea-level rise