The moderating role of age on the effects of cultural priming on value shifts in Latin-Americans.
The phenomenon of cultural priming has shown to be successful in activating different sets of internalized values in bicultural individuals, resulting in them being able to temporarily shift between their internalized cultural values (e.g., Hong et al., 2000; Pouliasi & Verkuyten, 2002; Wong & Hong, 2005). It is not clear if these effects of cultural priming are the same across age groups of bicultural individuals. Although previous studies indicate a stronger predictive power for internalized cultural values in older, rather than younger, individuals (Taras et al., 2010), no previous study has investigated age as a moderator for the effects of cultural priming on bicultural individuals. Therefore, this experimental study is the first of its kind to explore the possibility of age being a moderator for the effectiveness of cultural priming on bicultural individuals in terms of temporal value shifts. An online experiment with an online Qualtrics questionnaire provided 133 responses from Latin-American bicultural individuals in two age groups (young bicultural individuals vs. old bicultural individuals) that were exposed to either of the two cultural primes. The results showed that the cultural priming in this experiment was not effective on both the younger and the older group of bicultural individuals. In addition, age did not moderate the effectiveness of the cultural priming used in this study. Therefore, the findings of this study do not indicate that age is a moderating factor for the effectiveness of cultural priming on bicultural individuals in terms of temporal value shifts.
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