Bicultural self‐defense in consumer contexts: Self‐protection motives are the basis for contrast versus assimilation to cultural cues

Studies of social judgment found that the way bicultural individuals respond to cultural cues depends on their cultural identity structure. Biculturals differ in the degree to which they represent their two cultural identities as integrated (vs. nonintegrated), which is assessed as high (vs. low) bicultural identity integration (BII), respectively. High BII individuals assimilate to cultural cues, yet low BII individuals contrast to these cues....