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Selection and Characterization of Cultural Priming Stimuli for The Original Article Selection and Characterization of Cultural Priming Stimuli for the Activation of Spanish and English Cultural Mindsets Among Hispanic/Latino Bilinguals in the United States Morgan Gianola , Beatriz E. Yepes, and Elizabeth A. Reynolds Losin Department of Psychology, University of Miami, Coral Gables, FL, USA Abstract: Cultural priming studies frequently employ non-validated, stereotypical images. Here, we empirically select images to separately evoke two cultural mindsets: Hispanic and US-American. Spanish-English bilinguals identifying as Hispanic/Latino (N = 149) rated 50 images online for their cultural and emotional evocation. Based on relative cultural identification, cultural “delegate” (strongly US-American, strongly Hispanic, balanced bicultural) subsamples’ ratings were averaged to isolate particularly salient images. Image ratings were compared across respondents’ national origins. Ratings of seven selected pairs of content-matched Hispanic and US-American primes were compared across the full sample. High discrimination across cultural mindsets and positive emotion ratings were maintained regardless of various demographic factors. Thus, we provide empirical justification for incorporating these stimuli, individually or as sets, within cultural priming studies among Hispanic/Latino samples. Keywords: Hispanic/Latino, cultural frame switching, Spanish-English, bilingual, cultural priming Culture serves as a roadmap to the social world, guiding our cultural mindsets of self-described Hispanic and/or Latino interactions, behaviors, and interpretations of the environ- residents of the United States (“US” hereafter). Since both ment. Cross-cultural experiments comparing culturally cultural mindsets and bicultural identification have been distinct samples (Son et al., 2010;Sotoetal.,2011), tied to language use (Chen, 2015; Rodríguez-Arauz et al., have offered critical insight into cultural influences on 2017; Schroeder et al., 2017), we specifically surveyed This document is copyrighted by the American Psychological Association or one of its allied publishers. American Psychological This document is copyrighted by the cognitive and behavioral processes; however, their quasi- Spanish-English bilinguals, operationalizing the cultural This article is intended solely for the personal use of individual user and not to be disseminated broadly. experimental nature (i.e., no random assignment, environ- mindsets of interest as those which participants separately mental confounds) inhibits drawing causal inferences about associate with the English- and Spanish-speaking sides of culture’s role in the observed effects (Oyserman & Lee, their identity. 2008). The theoretical framework of cultural frame switch- CFS research characterizes culture’s dynamic influences ing (CFS) circumvents such limitations by studying culture on multicultural individuals’ thoughts and behaviors as networks of associated concepts which dynamically (Aydinli & Bender, 2015). Specific cultural mindsets are guide cognition (Hong et al., 2000), allowing experimental activated by exposing multicultural individuals to culturally manipulation of cultural “frames” (“mindsets” throughout salient stimuli: for example, cultural icons (Benet-Martínez this article) within and across individuals via cultural prim- et al., 2002; Verkuyten & Pouliasi, 2002), languages ing (Aydinli & Bender, 2015; Hong et al., 2000). As CFS (Kemmelmeier & Cheng, 2004; Lechuga, 2008), or stories research grows in popularity, empirically validated stimuli (Chiao et al., 2010). CFS experiments demonstrate that cul- for priming specific cultures are lacking. Thus, the present tural mindset can causally influence outcomes including study identifies priming images to activate the distinct biculturals’ attributional styles (Hong et al., 2000;Kreitler Social Psychology (2020), 51(6), 422–439 Ó 2020 Hogrefe Publishing https://doi.org/10.1027/1864-9335/a000426 M. Gianola et al., Cultural Prime Selection for Hispanic/Latinos 423 & Dyson, 2016), descriptions of known persons and groups priming studies (Storbeck & Clore, 2008), emotionally (Morris & Mok, 2011), and neural representations of self evocative images with general “Hispanic/Latino” salience and other (Chiao et al., 2010;Ngetal.,2010). These stud- may successfully activate wider personal associations with ies emphasize culture’s substantial power to shape cognitive the relevant mindset. As the term “Hispanic/Latino” con- processing, not only across societies, but within individuals. tinues to function as one cultural/ethnic category across Hispanic/Latino bilinguals represent an ideal population institutions, we hope that developing primes which are cul- in which to study how cultural mindsets shape cognition. turally salient across diverse Hispanics/Latinos will encour- Those categorized as “Hispanic/Latino” represent the lar- age their inclusion in CFS studies. gest and fastest growing segment of the US population, Priming with cultural icons is a common and generally comprising nearly two-thirds of US bilinguals (40+ million efficient approach in CSF studies. Among Mexican- Amer- people; US Census Bureau, 2017). Despite their sizeable ican bilinguals, language and image priming techniques presence, compared to CFS studies focused on East-West both produce culturally congruent alterations in self- cultural dichotomies (e.g., Hong et al., 2000; Morris & construal, acculturation measures, and attribution styles, Mok, 2011;Ngetal.,2010), relatively little CFS research but image priming accounts for greater variance in these is dedicated to US Hispanics/Latinos. While conglomerat- cognitive outcomes than language manipulations (Kreitler ing diverse national and cultural identities under this &Dyson,2016; Lechuga, 2008). Hence, many researchers panethnic label has been rightfully scrutinized (e.g., Jones- hold language constant while influencing mindset with cul- Correa & Leal, 1996), a nationally representative survey turally evocative images (e.g., Chattaraman et al., 2010; of 1,200+ Hispanic/Latino adults found that a substantial Hong et al., 2000; Morris & Mok, 2011). This icon viewing minority (30%) endorse this panethnic cultural perspec- strategy has produced significant CFS effects among Asian tive (Taylor et al., 2012). Moreover, they express connection American (Benet-Martínez et al., 2002;Morris&Mok, via language, with 82% speaking Spanish and 95%saying 2011), westernized Hong Kong Chinese (Ng et al., 2010), Spanish is important for future generations (Taylor et al., and Mexican American samples (Kreitler & Dyson, 2016; 2012). As language manipulations can promote culturally Lechuga, 2008). We are aware of only one CFS study using congruent shifts in behavior and cultural schemas among culturally iconic images in a broader Hispanic/Latino Spanish-English bilinguals (Lechuga & Wiebe, 2009; sample, which revealed cultural priming effects on brand Ramírez-Esparza et al., 2008; Rodríguez-Arauz et al., preferences, moderated by acculturation. Specifically, 2017), we define the cultural mindsets of interest in relation purchasing intentions of “balanced biculturals” showed to more widely shared associations with the English priming-consistent changes while “mainstream-dominant” (“US-American” culture) and Spanish (“Hispanic” culture) and “Hispanic-dominant” individuals’ preferences were languages. less sensitive to cultural priming (Chattaraman et al., 2010). The cultural heterogeneity encompassed by the term Despite the pervasiveness of cultural icons in CFS stud- “Hispanic/Latino” presents a particular challenge for CFS ies, empirical research developing standardized, validated studies within this population. This cultural diversity has priming sets for Hispanic/Latino samples is needed. One previously been controlled by limiting samples to foundational CFS study (Hong et al., 2000)citedprior Mexican-Americans (Kreitler & Dyson, 2016;Lechuga, research for selecting some (not all) of their primes. How- 2008). However, this approach inherently excludes one- ever, subsequent studies often cite this research as justifica- third of US Hispanics/Latinos (19.2 million people) from tion for using any cultural icons as primes, without CFS research (US Census Bureau, 2017). Recognizing that addressing their particular images’ validity or comparability This document is copyrighted by the American Psychological Association or one of its allied publishers. American Psychological This document is copyrighted by the research targeting other specific bicultural identities (e.g., (Kreitler & Dyson, 2016; Verkuyten & Pouliasi, 2002). This article is intended solely for the personal use of individual user and not to be disseminated broadly. Colombian-Americans) is often not feasible, we highlight Other CSF studies simply employ stereotypical images that certain cultural values such as religious engagement, without any explicit rationale (e.g., Lechuga, 2008; Morris familism (Rivera et al., 2008; Taylor et al., 2012), or “sim- &Mok,2011). Chattaraman et al. (2010) conducted pilot patía” (Holloway et al., 2009; Rodríguez-Arauz et al., 2019) studies to establish efficacy of their cultural primes; how- are more frequently endorsed among Hispanics/Latinos ever, their images were selected based on “interviews with than the general US population. While particular images two triads of Hispanic/Latino students.” While representa- may hold varying degrees of cultural salience depending tive of their follow-up sample from the same university, on
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