Philip is British but lives and works in Greece. While watching television, if an advertisement is in English, he adopts the cultural frame of that language. The advertisement activates the aspects of his self-concept that relate to his cultural background. This scenario illustrates _____.
A) frame switching
B) cognitive inference
C) affective realism
D) emotional intelligence
E) diverse marketing

Question

Philip is British but lives and works in Greece. While watching television, if an advertisement is in English, he adopts the cultural frame of that language. The advertisement activates the aspects of his self-concept that relate to his cultural background. This scenario illustrates _____.​
A) frame switching
B) cognitive inference
C) affective realism
D) emotional intelligence
E) diverse marketing

Quizplus · Accepted Answer

The scenario describes Philip switching his cultural frame depending on the language used in the advertisement, which is an example of frame switching. He is adjusting his self-concept and assuming the cultural identity associated with the language he is hearing.

Philip Is British but Lives and Works in Greece