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Cultural Chameleons: Biculturals, Conformity Motives, And Decision Making, Donnel A. Briley, Michael W. Morris, Itamar Simonson

Donnel A Briley

Prior research suggests that bicultural individuals (i.e., individuals with 2 distinct sets of cultural values) shift the values they espouse depending on cues such as language. The authors examined whether the effects of language extend to a potentially less malleable domain, behavioural decisions, exploring the extent to which bilingual individuals shift the underlying strategies used to resolve choice problems. Although past research has explained language-induced shifts in terms of knowledge accessibility principles, the motivation to conform to observers’ norms can also drive these shifts. This article focuses on shifts in the general strategy of avoiding losses rather than pursuing gains, …