Despite deliberate efforts to promote the ideal of " One world, One dream," the 2008 Beijing Olympics appears to have exaggerated Mainland Chinese' perception of Chinese and Western cultural differences and increased low ingroup identifiers' ingroup favoring emotions and perceptions. In Study 1, we measured Beijing Chinese's perceptions of Chinese and Western values before and after the Olympics. The results showed that, after the Olympics, encountering the Beijing Olympic icon increased perceived value differences between Western and Chinese cultures. Study 2 showed that in Mainland China, individuals who identified strongly with Chinese culture favored Chinese (vs. American) commercial brands more both at the beginning and toward the end of the Olympics. Moreover, although individuals with low levels of Chinese cultural identification did not display significant ingroup favoritism at the beginning of the Olympics, they did so toward the end of the Games. Together, the results suggest that the Olympics had widened the cultural divide between China and the Western world.
Scopus Subject Areas
- Business and International Management
- Social Psychology
- Sociology and Political Science
- Culture and cognition
- Culture and self