When consumers who are involved in two cultures and are fluent in two languages are exposed to an ad in one of the languages they know, the aspects of their self-concepts that relate to that language's cultural background are activated. This phenomena is called _____.
A) affective realism
B) cognitive inference
C) global recognition
D) phonetic intelligence
E) frame switching

Question

Quizplus · Accepted Answer

The phenomena described in the question is known as frame switching. When consumers are exposed to an ad in one of the languages they know, it activates aspects of their self-concepts related to that language's cultural background. As a result, consumers may switch between frames of reference associated with their different cultural backgrounds.

When Consumers Who Are Involved in Two Cultures and Are