Cultural sensitivity in consumer goods and marketing: A mixed methods exploration

Rebekah Lassiter, Lisa Kiang, Alycia Silman, Katherine-Thu Yule, Xiaotong (Eva) Wu, Yang Fan, Ashley Maxime, Madeline Alexanian, Marisa Busquets and Zoe N. Stuckey
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Rebekah Lassiter: Wake Forest University, USA
Lisa Kiang: Wake Forest University, USA
Alycia Silman: Wake Forest University, USA
Katherine-Thu Yule: Wake Forest University, USA
Xiaotong (Eva) Wu: Northeastern University, USA
Yang Fan: Mental Health Clinician, USA
Ashley Maxime: Wake Forest University, USA
Madeline Alexanian: University of Wisconsin-Madison, USA
Marisa Busquets: Wake Forest University, USA
Zoe N. Stuckey: Wake Forest University, USA

Journal of Cultural Marketing Strategy, 2024, vol. 9, issue 1, 45-60

Abstract: Cultural insensitivity (ie improper response to cultural traditions and styles) has increased with globalisation and intercultural contact. At the same time, little is understood about when and how cultural insensitivity might be perceived, especially within everyday contexts. To assess this, two cohorts of young adults (Cohort 1: n = 100, 69 per cent white, 59 per cent male; Cohort 2: n = 167, 65 per cent white, 48 per cent male) were presented with real-world images and situations that could be viewed as culturally insensitive. Cohort 2 participants were also asked about their opinions on companies changing their marketing strategies to address perceived cultural insensitivities. Quantitative and qualitative responses reflected a range of opinions. Our study suggests that young adults who perceived marketing changes to be appropriate were also more likely to perceive cultural insensitivities across scenarios, suggesting a general consciousness of cultural ideology. Women, also, identified all the given scenarios as more culturally insensitive than did men. This paper builds insight into how young adults respond to and reason about culturally relevant concerns, which has implications for contemporary rhetoric around positive and negative views of political correctness. Considering the global nature of cultural insensitivity, more widespread examinations of its processes, in other societies, is essential. Additionally, the need for increased awareness and critical cognisance of cultural sensitivity is vital to guide everyday interactions with others.

Keywords: culture; appropriation; insensitivity; politically correct; young adults (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2024
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